140w42
Microtargeting in the greatest retail location on Earth
Times Square offers the kind of high traffic, affluent demographics and easy transportation that would make any retailer drool. Some 100 million tourists and locals stroll past its storefronts every year. So what could be so challenging about marketing 16,982 sq.ft. of premium retail space? Simple, all the other world-class retailers who want a share of this $1.8 billion market.
Too much of a good thing?
The environment is fierce. With high-powered neighbors like Gap, H&M, Sephora and Skechers, any new tenant for 140W42 would have to embrace the 24/7 neon chaos that is Times Square. That tenant would have to have a progressive vision for a flagship store in what is simultaneously the most opportune and most challenging retail location in the world. The branding to reach that tenant had to be dramatic.
Command the Crossroads. The address is rendered in audacious colors with its centerpiece a crossed “W” inspired by the light beams and spotlights of Times Square.
Bold modularity
In Times Square, people expect flashy and respond to it. Square360 adopted the visual freneticism in an identity that’s bold, colorful, exciting and vibrant. Tactically, we developed a modular design system that allowed our client to micro-target major diverse retailers like Under Armour, Dell and Microsoft and strategically announced the space availability in Women’s Wear Daily, “the bible of fashion.”
Mix-and-match materials. A modular pitch package with renderings, area maps, area facts, photography, specifications on the opportunity, floor plans and contact information customized for each prospect.
Street Scene
Website. Structured to echo the customized modularity of the pitch materials, it features campaign-specific URLs (e.g., 140w42.com/underarmour). The results are cost-effective, yet unmistakably custom experiences.
Bright lights, big retail
Remember that flashy signage? 140W42 has its own — a 1,900-square-foot LED digital display. More than a selling point, Square360 turned it into a selling tool, using its dazzle to persuade prospects.
