800 Fulton Market, Chicago IL
Challenge
Thor Equities, a prominent name in NYC, is building a Chicago portfolio. 800 W. Fulton Market is a mixed-use office building that represents a flagship project in Thor’s overall portfolio. The premier location is at the gateway to Chicago's hottest submarket. SOM’s distinctive design and building features set the project well apart from other Fulton Market and downtown properties. Torque was asked to market what is destined to be a Chicago landmark.
Location
Fulton Market, Chicago
Property type
Mixed use — office space, public amenities, retail, food and beverage
Launch
Ground breaking — October 2019
Completion — Spring 2021
SIZE
19 stories, 450,000 SF
Architect
Skidmore, Owings & Merrill
Owner
Thor Equities and QuadReal
Leasing
Cushman & Wakefield
Construction Cost
$95 Million
Solution
Using our Emergent Marketing process, Torque collaborated with Thor Equities, the building architects and the Cushman and Wakefield leasing team in repeated exchanges to define the essence behind the property story. From the workshop and discovery process emerged a message and design that embraced the iconic architecture as well as the local cultural experience.
Torque’s branding began with a building brand design that truly honored the stair-step architecture of the property; a frequent response has been: “I can immediately imagine the building when I see that logo!” We developed a rich campaign that expressed the idea of culturally assimilating with the transformational area: “Be Fulton Market” became a rally cry, elevating the property as an ambassador that authentically embraced the neighborhood. We closely supported leasing with a website, animated stacking and amenity plans, property video, email, social media campaign, direct mail and sales center design. We used local muralists to activate the construction barricade, leveraging the artwork as a true homage to the neighborhood.
Nine months after the marketing launch, the leasing team secured anchor tenant Aspen Dental, taking 200,000 square feet on 8 floors.
