Ralph Appelbaum Associates

Midtown West Marketing Suite, part of Brookfield Properties’ seven million square-foot mixed-use property Manhattan West, is designed to showcase the New York City complex to prospective clients. The Center’s design leverages Brookfield Property assets such as historical photographs and objects, scale architecture models, branded graphics, digital media assets, leading-edge integrated technologies, and software-driven multi-media systems to fulfill its goals and objectives.

RAA, working with Brookfield Properties, led the planning and design of all aspects of the project. The Center features three experiential rooms, an immersive theater, and interactive exhibits where the Manhattan West story unfolds. The Center also contains dedicated back-of-house support rooms to facilitate events. The result is a design that balances open space for collaboration between the Brookfield Properties leasing team and customers with the flexibility and functionality needed to host a varied degree of business-related events.

In collaboration with Brookfield Properties design, communications, and brand team, RAA established the guiding principles for the Center’s design. These principles include: maximize the use of natural light and views throughout the space while maintaining a media-rich experience; balance the need for open space for collaboration with discreet space for confidential interactions between customers and Brookfield Properties account teams; integrate immersive media elements with architectural features to allow seamless access to content throughout the customer’s journey; and create a sense of transparency, openness, and elegance through carefully chosen materials and thoughtful treatment of the interior architecture.

The Center fully immerses customers in the Manhattan West experience, helping them understand how Manhattan West can enable their businesses to succeed today and in the future.