Industry City

From virtual unknown to top-of-mind.

The Challenge

In 2013, Industry City was a largely vacant, rapidly deteriorating and long-forgotten industrial relic. To say the century-old complex had seen better days would be a gross understatement.

But out of the void, the property’s new ownership team, led by Belvedere Capital and Jamestown, had a vision to reposition the six-million square foot property as a vibrant community of makers and innovators, and engaged Marino to help drive leasing and activation of the campus. Marketing to perspective tenants was even more challenging inasmuch as the new ownership is considering options that could lead to a change in zoning regulations, requiring a narrative about the property that includes and is respectful of a community perspective.

The Solution

Marino sought to tell the story of Industry City’s comeback and distinct value proposition to prospective tenants by securing a vast range of press, including with media outlets outside the world of real estate. Marino specifically targeted media outlets that represent the industries the ownership team hoped to attract to the property, including tech, media and fashion, to broaden awareness of the campus in important target markets.

Marino was also part of the team that initiated a digital content program purposely not typical of other real estate projects in the market. Rather than populating Industry City’s social media platforms with real estate news and project updates, as was most typical at the time of implementation, Marino helped develop a program that took a consumer lifestyle approach to content.

Marino also worked to create and promote community-facing activities and operational components such as a job training and entrepreneurship development center, known as Innovation Lab, campus-wide internship program, and numerous event series.

In three years, Industry City leased nearly three million square feet of space. In addition, the property has attracted a caliber of companies that was unthought-of in the Brooklyn market only a few years ago. Companies that have moved to the property since 2013 include: Chipotle, Design Within Reach, Publicis, The Gap, Time Inc., and West Elm.

The Industry City social media channels now command an engaged following unmatched by other developments in the market.