When you think in terms of name recognition and branding, office space is about more than cubicle arrangements and the ticking off of building amenities. At least this is the case for advertising agency Mother New York, which recently scrapped the traditional landlord-tenant square-footage wrangling, taking an entire building—naming rights and all—for its own.
The as-yet-unnamed West Side building at 595 11th Avenue, built in 1920 as a factory, contains three floors and a warehouse—roughly 36,250 square feet. Mother will lease the entire building for 10 years, in a deal that represents a tripling of space for the firm’s New York headquarters.
“This was a unique branding opportunity for Mother,” said Alex Chudnoff, the Cushman & Wakefield broker who represented Mother through its site search and lease negotiations. “Taking possession of an entire building provides Mother with a unique platform to showcase art and creativity.”
Mother New York has worked on advertising campaigns for Dell, NBC Universal, Johnson & Johnson, Target, Stella Artois and New Balance. It recently founded Mother Productions, an in-house production agency that will allow the firm greater creative oversight and provide services to clients with constrained budgets.
Mr. Chudnoff, along with Haley Klein, negotiated on behalf of Mother in the leasing transaction. Another Cushman & Wakefield team, Mark Lauzon and Josh Goldman, were the exclusive leasing agents for the building, representing the owner in the marketing and negotiation process.