Luxury has become an overused term in marketing. So instead of harping on an overused term, we let the gorgeous architecture, the location in the Capitol’s Central Business District, and class leading efficiency tell the story of Alexander Court – along with choosing new mediums to do so. The good news: it worked! Akin Gump Strauss Hauer & Feld LLP has officially signed on as anchor tenant at Alexander Court with a 17-year, 185K SF lease.
Every project is an untold story, and the story of Alexander Court is luxury. Our assignment was to create a brand identity for Rockrose Development Corp.’s Alexander Court in Washington, D.C., where two existing buildings will be expanded and joined by a beautiful atrium atop the brand new, 815,000-square-foot office tower (replacing 2000 L Street), designed by Pelli Clarke Pelli. The project positively exudes luxury – from the tiniest of design details to the sumptuous glass façade—and we needed a campaign to subtly, yet impactfully, tell that story. The materials didn’t need to be loud and in your face to attract the audiences we wanted; they needed, rather, an air of quiet elegance and sophistication.
For example, we created an Alexander Court look-book with a linen cover – something you wouldn’t normally use for marketing commercial space. It was a high-end touch, representative of the offering itself, and designed intentionally to reflect that quality of luxury. From the moment prospects touched the brochure, it was clear that Alexander Court was something special.
But our multi-sensory approach was not just analog. We created a virtual reality app that allows the prospective tenant to virtually explore the 12-story atrium, simulating the experience of walking through the space and creating their own journey in a curated environment. The goggles surround their eyes and they only see the magnificent atrium around them – it feels real.
In this case, virtual reality made it even easier for potential tenants to visualize the completed development. How will the atrium look and where will the buildings connect? What will it feel like when you walk into the building that was once two separate structures? And yes, why should a potential tenant choose Alexander Court over a new office building in D.C.? The value provided is much more than that of a gimmick. It has been the perfect complementary element, adding a unique “wow” factor to our Alexander Court marketing tool kit.
“The effective marketing has been a significant part of how successful we have been with getting interest from potential tenants and ultimately securing this lease with Akin Gump,” said Avison Young’s Will Stern. “The virtual reality component has been a critical piece of art in our arsenal of tools. We use the VR to show prospective tenants what the building will look like, when we don’t have a building yet to show. It shows them what is coming and why they should choose this building over others. Our marketing materials are spectacular.”
In addition to the virtual reality and linen-wrapped look-book, the marketing strategy for Alexander Court comprised a full-service campaign that includes brand identity, renderings, brochure, visual presentation, website and a film.