Olympic Tower Case Study
That was the edict from Oxford Properties, a multinational real estate corporation based in Canada. Oxford Properties chose Tangram 3DS to develop a full scale marketing package — complete with a new brand identity, website, 3D renderings, animation, and video providing a virtual tour of its signature property: Olympic Tower. Oxford’s ultimate goal: attract two long-term commercial tenants by showcasing the unique and historic aspects of 645 Fifth Avenue. Our stunning photorealistic visuals are the cornerstone of a marketing campaign that brings that future to life.
Olympic Tower is located in the heart of midtown Manhattan; one of the most prestigious addresses in NYC. The iconic building needed an updated brand; one that reflects the sophistication of this exclusive property that was once home to the venerable Halston brand and now boasts luxury retail stores and beautifully appointed condominiums; and serves as headquarters for top-tier businesses like the NBA.
With 70 billion dollars in assets, Oxford Properties works with many strategic partners. They chose Tangram 3DS for this project because of our creative approach to design, our experience bringing a space to life through virtual reality and 3D renderings, and our ability to meet deadlines with an efficient, cost-effective, and collaborative process. Working with Tangram as the partner for all their marketing needs enabled a streamlined workflow and a quick delivery of marketing materials and visuals. This allowed the Oxford Properties team to market their available space and effectively reach potential tenants quickly and without having to communicate through multiple parties.
The Tangram team created a modern, aspirational brand, complete with a fresh logo; a crisp, contemporary website; and 3D visuals that include 360º renderings, photorealistic still renderings and a stunning video that showcase the potential of the 10th and 21st floors, which are available for leasing. We delivered a comprehensive marketing package in less than two months, and the feedback was phenomenal.
Our team loved the challenge of designing an office space that was a blank slate. We highlighted the commanding views, the 20’ ceilings and expansive windows, and the newly renovated public plaza on the ground floor. With some design guidance from Vocon, we selected materials and finishes that enable one to visualize the potential of the two large floors of commercial space. We showcased the building in its best light, literally; extensive glass, wood tones, refined furnishings, bright artwork, state-of-the-art technology, conference rooms and community spaces that are welcoming, comfortable and contemporary.
In developing a new logo and brand identity, we were inspired by elements in the existing Oxford logo and added the influence of the modern steel art installation located in the public plaza. The fresh, colorful logo is inviting and appealing. That simple yet refined aesthetic is also reflected in the website design, which offers visitors a tour of the space, exceptional photography, and copywriting that is consistent with the minimalist approach. The video tour on the website homepage is an important focal point; the video music selection, lifestyle shots, and our 3D rendering work, capture the feel and potential of the space.
Oxford Properties was thrilled with the results, calling the finished product a critical marketing and sales tool that conveys the important elements of Olympic Tower, and will be instrumental in showcasing the building and leasing the property. Oxford Properties’ Adam Frazier says:
The outcome of the product is fantastic. It was a great experience. Tangram 3DS was a super thoughtful, cooperative team that worked really hard to create the best product that truly represented the property and our vision so that our customers could see the potential of the space. They helped us tell the story of Olympic Tower and allowed our customers to imagine what could be. We look forward to showing it off!