This project is emblematic of what is possible in environmental and experiential design. We took an empty space and turned it into an ultramodern showroom spanning 30,000 square feet. Reinventing Presidential Tower is a perfect example of how to execute creative ideas with expert manufacturing, all within one company.

1. Reinventing Presidential Tower

3. Reinventing Presidential Tower
How we captured a building, city, and lifestyle on one floor.

4. Table of Contents
The Challenge 2
The Response 3
The Process 4
Walkway 7
Convenience Experience 8
Crystal City Life Experience
10
Layout Experience
13
Conference Experience
The Teams
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5. The Challenge
We were about to put a roomy, modernized, convenient, urban building on the market.
Just one problem—the market knew nothing about it. Presidential Tower had been fully
leased by the General Services Administration for many years. Now, after extensive
renovation, it was open for new occupants. We had so much to say, we were unsure
where to begin. So we stood on the 12th floor and took in the commanding views—verdant
on one side, metropolitan on the other—and formulated a plan.
Conference
room area
stencil art
Crystal convenience
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crystal City life

6. The Response
We decided to treat the 12th floor as a gigantic showroom, illustrating the different
experiences that make the building and its environs so desirable. Through the
materials we used, the layouts, and the stories we told, we developed an homage
to Presidential Tower—its convenience, green amenities, and urbane creature
comforts suited for today’s professional class.
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7. The Process
We hung 4’x 8’ acrylic panels, using clamps and ceiling tracks. We recreated
the commuter feel with wall vinyl Metro pillar signs. And to show how desks,
tables, and chairs could populate the space, we spray painted stenciled
replicas of the furniture.
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10. Walkway
Inspired by Presidential Tower’s emblematic logo, we provided a 500-foot route for prospective tenants
to follow from the elevator to each experience in the space.

11. Convenience Experience
The walkway wraps around the Route 1 side of Presidential Tower. It arrives at a corner where planes can be seen taking off and landing at Reagan National Airport.
And the experience itself is pillared by Metro signage for King Street, Pentagon City, Crystal City, and the airport.
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13. Crystal City Life Experience
Is that a playground, a Chili’s, and a pool on top of a building? Crystal City is no staid office park. It’s more than 40 restaurants, 11 hotels, and a variety of retail shops. It’s
a place to eat and drink when work doesn’t get in the way. And outside the windows that surround our Crystal City Life Experience, glimmers of the total package beckon.
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16. Layout Experience
The walkway has competition. As it approaches a right angle bend around a pillar, silhouettes of actual office furnishings appear
on the interior floor. They’re stenciled sketches that show exactly how a real office environment could be laid out in situ.
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17. Conference Experience
The final stop is the Conference area. There all the impressive specs are explained: the thousands of rentable square feet,
the impending LEED® Silver certification, and a reminder of the convenience afforded by this location.
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19. The Teams
Avison Young
Beacon Capital
Avison Young is the world’s fastest growing commercial real estate services firm.
Beacon Capital Partners is a private real estate investment firm with a seasoned team of professionals
Headquartered in Toronto, Canada, Avison Young is a collaborative, global firm owned
and proven experience generating value-added returns through investments in high quality office
and operated by its principals. Founded in 1978, the company comprises 1,500 real estate
properties. Through its funds, Beacon has completed over 90 investments, with a projected total cost
professionals in 53 offices, providing value added, client centric investment sales, leasing,
of approximately $29.0 billion. Since inception, Beacon has also completed dispositions of investments
advisory, management, financing and mortgage placement services to owners and occupiers
valued at nearly $14.0 billion. Beacon invests in high quality office properties that offer value-add
of office, retail, industrial and multifamily properties.
opportunities in its knowledge-based target markets.
Cassidy Turley
Global Thinking
Market leaders, industry leaders, and community leaders. Nationwide, clients recognize Cassidy
Global Thinking is positioned to solve complicated communications problems at a pace no one else
Turley for the creative sophistication of their real estate advice. In markets across the country,
can match. From conception to creation and delivery, the agency manages every aspect of the process.
Cassidy Turley is a leading provider of commercial real estate services as well as community
Global Thinking sits above, in the most literal sense, a major manufacturing plant. The staff includes top
engagement. Their thorough understanding of local business practices and decision-makers,
advertising, marketing, and digital minds from renowned local and national agencies. They combine the
combined with customer focus and service commitment, gives clients a distinct edge in
wisdom of 30+ years as a top metropolitan-area printing company with the startup chutzpah of a six-year-
commercial real estate.
old creative powerhouse.
GlobalThinking
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21. Designed and produced by:
GlobalThinking
&