11 Madison Upgrades to Meet New Workforce Demands

11 Madison Avenue
City: New York, NY
Owner/Manager: SL Green
Project Class: A
Project Type: Office Tower
# of Floors: 30
Square Feet: 2,285,043 sq/ft

Building History

A stately art-deco skyscraper in the heart of Flatiron, 11 Madison is instantly recognizable. Originally designed to be one hundred floors high, in 1933 construction was halted due to the onset of the Great Depression, and by the time work was completed in 1950, plans to go higher had been scrapped. Sold multiple times over the course of its history, the first owner to install Captivate, Sapir – who owned the building from ’02 to ’15 – initially added screens to 15 of the building’s 41 cabs, with an additional 4 screens in the lobby. By the time the building was sold next to SL Green, Captivate had been contracted to install screens in each of the remaining 26 passenger elevator cabs.

With Change Comes New Opportunity

The building sale to SL Green for 2.6 Billion was the largest single building transaction in New York City history. Following this audacious purchase in 2015, SL Green led a drastic repositioning of 11 Madison. With an overarching goal of attracting top-tier tenants, SL Green set out to improve communication and maintain an exceptional experience within the property. They chose to retain Captivate’s elevator & lobby displays, and before long had landed premier tenants Sony, Yelp, and William Morris – all of which remain leased at 11 Madison today.

Adding Captivate Helps Deliver Against Raised Expectations

Since integrating Captivate at 11 Madison, SL Green has taken full advantage of available features and programs. Building management uses Captivate’s messaging platform ScreenCenter actively, and has seen clear improvement in tenant communication since its implementation. SL Green is also looking into making future use of custom branding features, as well as incorporating Captive Create to better connect with their retail tenants.