Empire State Building Retail

We developed a retail branding and marketing campaign comprising brand strategy, brand identity, renderings, direct mail and an e-brochure for the Empire State Building.

Empire State Realty Trust challenged us to create excitement around the reintroduction of the Empire State Building’s 34th Street iconic retail offer – available for the first time in over 20 years. We were tasked with creating a modern and exciting proposition to attract global brands.

In order to attract brand-right retailers and satisfy a new generation of affluent young shoppers we created a strategic, long-term customer proposition ‘Live.Love.Shop.’ The phrase also shows our commitment to delivering a genuine retail experience and conjures the idea of something that retailers should want to be part of.

The messaging for the campaign celebrated four areas of importance. Firstly, the unparalleled location on 34th street. Secondly, the allure of the Empire State Building itself and the first new retail space in a generation. Thirdly, the shoppers and 100 million annual footfall. Lastly, ESRT’s redevelopment and modernization of the street level space.

For the design we employed a vibrant colour palette alongside compelling and easily digestible facts and infographics to attract innovative retailers. These were brought to life in an e-brochure for retail brokers to use on iPads and tablets, and a direct mail piece featuring renderings and floor plans of the 50,000 sq. ft. space.

Reintroduced to the market for the first time in a generation