Reinventing Presidential Tower

How we captured a building, city, and lifestyle on one floor.

Reinventing Presidential Tower

Table of ContentsThe Challenge 2

The Response 3

The Process 4

Walkway 7

Convenience Experience 8

Crystal City Life Experience 10

Layout Experience 13

Conference Experience 14

The Teams 16

2

We were about to put a roomy, modernized, convenient, urban building on the market.

Just one problem—the market knew nothing about it. Presidential Tower had been fully

leased by the General Services Administration for many years. Now, after extensive

renovation, it was open for new occupants. We had so much to say, we were unsure

where to begin. So we stood on the 12th floor and took in the commanding views—verdant

on one side, metropolitan on the other—and formulated a plan.

The Challenge

Conference room area

stencil art

Crystal convenience crystal City life

3

The ResponseWe decided to treat the 12th floor as a gigantic showroom, illustrating the different

experiences that make the building and its environs so desirable. Through the

materials we used, the layouts, and the stories we told, we developed an homage

to Presidential Tower—its convenience, green amenities, and urbane creature

comforts suited for today’s professional class.

4

The Process We hung 4’x 8’ acrylic panels, using clamps and ceiling tracks. We recreated

the commuter feel with wall vinyl Metro pillar signs. And to show how desks,

tables, and chairs could populate the space, we spray painted stenciled

replicas of the furniture.

WalkwayInspired by Presidential Tower’s emblematic logo, we provided a 500-foot route for prospective tenants

to follow from the elevator to each experience in the space.

8

The walkway wraps around the Route 1 side of Presidential Tower. It arrives at a corner where planes can be seen taking off and landing at Reagan National Airport.

And the experience itself is pillared by Metro signage for King Street, Pentagon City, Crystal City, and the airport.

Convenience Experience

10

Crystal City Life ExperienceIs that a playground, a Chili’s, and a pool on top of a building? Crystal City is no staid office park. It’s more than 40 restaurants, 11 hotels, and a variety of retail shops. It’s

a place to eat and drink when work doesn’t get in the way. And outside the windows that surround our Crystal City Life Experience, glimmers of the total package beckon.

12

13

Layout ExperienceThe walkway has competition. As it approaches a right angle bend around a pillar, silhouettes of actual office furnishings appear

on the interior floor. They’re stenciled sketches that show exactly how a real office environment could be laid out in situ.

14

Conference ExperienceThe final stop is the Conference area. There all the impressive specs are explained: the thousands of rentable square feet,

the impending LEED® Silver certification, and a reminder of the convenience afforded by this location.

16

Avison Young is the world’s fastest growing commercial real estate services firm.

Headquartered in Toronto, Canada, Avison Young is a collaborative, global firm owned

and operated by its principals. Founded in 1978, the company comprises 1,500 real estate

professionals in 53 offices, providing value added, client centric investment sales, leasing,

advisory, management, financing and mortgage placement services to owners and occupiers

of office, retail, industrial and multifamily properties.

Beacon Capital Partners is a private real estate investment firm with a seasoned team of professionals

and proven experience generating value-added returns through investments in high quality office

properties. Through its funds, Beacon has completed over 90 investments, with a projected total cost

of approximately $29.0 billion. Since inception, Beacon has also completed dispositions of investments

valued at nearly $14.0 billion. Beacon invests in high quality office properties that offer value-add

opportunities in its knowledge-based target markets.

Avison Young Beacon Capital

Market leaders, industry leaders, and community leaders. Nationwide, clients recognize Cassidy

Turley for the creative sophistication of their real estate advice. In markets across the country,

Cassidy Turley is a leading provider of commercial real estate services as well as community

engagement. Their thorough understanding of local business practices and decision-makers,

combined with customer focus and service commitment, gives clients a distinct edge in

commercial real estate.

Global Thinking is positioned to solve complicated communications problems at a pace no one else

can match. From conception to creation and delivery, the agency manages every aspect of the process.

Global Thinking sits above, in the most literal sense, a major manufacturing plant. The staff includes top

advertising, marketing, and digital minds from renowned local and national agencies. They combine the

wisdom of 30+ years as a top metropolitan-area printing company with the startup chutzpah of a six-year-

old creative powerhouse.

Cassidy Turley Global Thinking

GlobalThinking

The Teams

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