The Assignment

• Replace the enormously successful World Trade Center store that was lost during the tragic events of 9/11.
• Find approximately 25,000 sf in the immediate vicinity of the former World Trade Center site.

The Strategy

• Analyzed demographics, pedestrian counts, and assessed the ever-changing plans for the area’s redevelopment.
• Worked with New York’s landmarks and historical preservation committee to allow Borders typical signage in a historically significant district.
• Used unprecedented vision and creativity to bring a major retailer to both a space and a neighborhood typically reserved for banking and financial institutions.

The Result

• Secured a first-rate location that continues to get better each year, while still allowing flexibility and expansion opportunities in many of the area’s future developments.
• Helped Borders maintain their commitment to the vital Lower Manhattan neighborhood.