Client: F&T Group, SCG America – prominent developers in Queens, NY
Project: Tangram, a mixed-use development project located in the heart of Downtown Flushing, Queens offering 1.2 million square-feet of retail, residential, office and hotel space in the borough’s largest mixed-use project
Challenge: As with many projects under construction in 2020, Tangram hit multiple construction delays throughout the height of the pandemic, pushing back a strategy largely dedicated to immediate pre-launch and opening press after a successful signing and residential launch scope was completed in 2018. In 2021, with in-person attractions just starting to make a comeback and the majority of residential attention on Manhattan’s luxury market, Relevance International was tasked with generating press to help move residential sales, retail tenants, consumer attendance and overall awareness of Flushing as more than an incorrectly reduced “secondary Chinatown.”
Solution: Relevance conceived and executed a multi-faceted plan over the course of two years, successfully pacing announcements of new tenants, retail/residential/real estate trends, placemaking and more from signings to openings in coordination with each tenant, design/architecture team and respective PR representation.
Results:
- Relevance launched both residential towers Tangram House West and Tangram House South earning critical national and local coverage in Mansion Global, QNS, Mann Report, Flushing Post and more
- Generated top-tier consumer press for F&B and retail concepts, both permanent and pop-up including coverage in New York Magazine, Eater, The New York Times, Thrillist, Secret NYC, Forbes and more
- Placed a full-page print feature in The WSJ, Property Report section touting the renaissance of Flushing into an exciting modern era that honors the neighborhood’s exceptionally diverse cultural makeup and heritage