Zeller Realty Corporation believes in the phrase ”Build it, and they will come.” That was the strategy for the marketing and re-positioning of LaSalle Plaza located in Minneapolis, MN. By purposefully differentiating their building brand from the surrounding corporate towers, the Zeller Realty team hoped to attract more retail vendor showroom tenants that cater to LaSalle Plaza’s neighbor—Target Headquarters.
To achieve their goal, Zeller asked NELSON to create a look that was fresh, unique and subtly attractive to the various retail vendors while still maintaining a strong corporate appeal. NELSON’s response incorporated continuity, repetition and color recognition into a simple and respectful concept. NELSON created a new patterned custom carpet that was properly scaled and engineered to handle one of the longest and busiest skyways in Minneapolis. Subtle hues of gray, black and cream were blended within a structural block to add interest without being visually predominant. These structural blocks were then punctuated by various scaled “Target Red” lines that run the full length of the skyway.
Additional improvements were achieved by focusing on the plantscape. NELSON worked with the chosen plantscape vendor to assure that subtle traces of the branding red were utilized throughout the space in innovative displays. Plants were utilized selectively giving way to fresh contemporary arrangements. Renovations continued to the tenant floors with a newly architecturally integrated elevator lobby design complete with new custom tenant signage.
NELSON’s strategy, set forth at the onset of this project, was extremely successful in helping Zeller Realty attain 12 new vendor showrooms encompassing approximately 48,000 RSF.