Sterling Bay needed to reposition 2 Prudential Plaza to appeal to a new wave of tenants—fast-growing companies seeking unique, modern spaces in a landmark building. But raw space alone wouldn’t do the trick. They needed a marketing strategy with tangible expression: spaces that could showcase diverse fit-outs and aesthetic appeal while still being move-in ready. The challenge was to design a set of suites with enough individual personality to resonate with varied industries, while aligning with a unified building identity that could scale across future leasing opportunities.
geniant worked with Sterling Bay to create a “suite of suites”—four distinct tenant-ready spaces sharing a crisp, modern material palette of concrete and wood. Each suite was calibrated for the spatial and cultural needs of different sectors. Tech-forward configurations offered open plans and minimal finishes; financial suites leaned into structured layouts with warmer tones. Common areas, including the elevator lobby and restrooms, were designed with hospitality cues—brass sconces, custom rope wall installations, specialty acoustic ceilings, and sumptuous textures—to elevate perception from utility to experience. The unified floor became a flexible marketing asset that reflected both creativity and credibility, advancing Sterling Bay’s brand and tenant appeal in measurable ways.