General Motors Building

Standing tall at the epicenter of New York City, the General Motors Building is one of the most recognizable skyscrapers in the bustling City. Located here, on the public plaza that overlooks Central Park, is the iconic Apple Store glass cube, a symbol of modernity and innovation.

With a history marked by frequent changes in ownership, the General Motors Building witnessed an exciting chapter in the great Manhattan landmark’s legacy. In 2006, this iconic structure was acquired for a record-breaking sum, setting the stage for a remarkable transformation. We were asked to be a part of the repositioning team that transformed the property and breathed new life into this historic address.

This ambitious endeavor, which included branding, marketing collateral, and signage, turned what was once a nearly forgotten location into one of the most desirable destinations in the world. Our team played a pivotal role in shaping the visual identity and aesthetics of the General Motors Building, ensuring that it reflects the grandeur and significance of this legendary Manhattan landmark.