General Motors Building

For those that lead

Client: Boston Properties


The General Motors Building rises 50 stories at the corner of Fifth Avenue and Central Park and is the home to Apple’s only 24/7 global flagship store. Built in 1967, the buildings remains one of New York’s most recognized and expensive office properties, with its striking marble-clad façade.

It is one of New York’s crown jewels, occupying a unique place in the city’s real estate market: literally, in its storied whole-block Midtown site and conceptually, as a symbol of what makes New York the world’s great commercial center.

  • Brand positioning
  • Brand identity
  • Digital
  • Photography
  • Advertising

The General Motors Building is truly timeless. Beyond the elegant exterior, the inspiring lobby and the quintessential Central Park location, the General Motors Building is utterly future-focused: it is somewhere firms can locate, confident that their needs will be met for decades to come, Wordsearch conceived the latest marketing strategy and built a campaign to emphasize its status as a place For Those Who Lead.


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