With a Year to Go, Leasing Efforts at 1 World Trade Center Are Heating Up

An aggressive new marketing campaign at One World Trade Center is aimed at foreign companies and hopes to fill up the 3 million-square-foot tower’s remaining 45 percent of available office space before opening its doors in early 2014.

One World Trade Center under construction in May of 2012.

One year from now, 1 World Trade Center is slated to open its doors, and efforts to fill the remaining 45 percent of the symbolically 1776-foot tower are ramping up. The Durst Organization and Cushman & Wakefield have released a 48-page brochure that trumpets the 102-story tower as “the world’s signature address for business.” (Durst, of course, holds a minority ownership stake in 1 WTC with the Port Authority of New York & New Jersey, and Cushman is the duo’s leasing agent). At this point it does not appear that the brochure is available online.

But it’s part of an overall increase in the tower’s marketing effort to attract foreign companies to the tower, which includes a new feature video from Cushman to début in 60 countries – the firm will show it in its 253 office reception areas around the world. Presently, 1 World Trade Center remains 55 percent-leased after last summer’s 20-year deal with the GSA; along with Condé Nast’s 1 million-square-foot, $2 billion lease to become the 3 million-square-foot tower’s anchor tenant, GSA joined Chinese real estate investment firm Beijing Vantone (200,000 square feet) among the tower’s first three tenants.

“One World Trade Center is attracting growing levels of worldwide interest and excitement,” Cushman said in a press release. “Our expanded marketing campaign emphasizes the office tower’s unsurpassed standards of design, construction and prestige.” In the same release, Durst heralded the tower’s “new standards for design and operation. Its floors are robust and flexible, and offer outstanding opportunities to create a highly efficient and advanced workplace.”

Indeed, the SOM-designed 1 World Trade Center is on track for a LEED Gold rating from USGBC – it would become one of the largest buildings anywhere to earn that designation. As we noted a year ago, 1 World Trade Center has a target energy use 20 percent below code, advanced indoor air filtration systems, daylight control systems, and waste steam recycling, among other building technologies.

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