Upgrades to Meet a New Era of Workplace Expectations at 11 Madison Avenue

A Landmark with a Storied Past

Rising over the Flatiron District, 11 Madison Avenue is one of New York’s most recognizable Art Deco towers. Originally envisioned as a 100‑story skyscraper, construction was halted during the Great Depression, and the building was ultimately completed in 1950 at its current height. Over the decades, ownership changed hands multiple times, and with it came early investments in modern tenant experience. Sapir, the owner from 2002 to 2015, was the first to bring Captivate into the building—installing screens in 15 of 41 elevator cabs, plus four in the lobby. By the time the property was sold to SL Green, Captivate had been contracted to complete the rollout across the remaining 26 passenger elevators.

A Repositioning Built Around Modern Tenant Needs

SL Green’s $2.6 billion acquisition of 11 Madison marked the largest single‑building transaction in New York City history. Following the purchase, SL Green launched a major repositioning effort aimed at attracting top‑tier tenants and elevating the daily experience within the property. As part of this strategy, they chose to retain and expand Captivate’s presence—leveraging elevator and lobby displays to strengthen communication and reinforce a premium, tech‑forward environment.

Captivate Helps Deliver on Elevated Expectations

Since integrating Captivate across the building, SL Green has fully embraced the platform’s capabilities. Property management actively uses ScreenCenter™ to deliver timely updates, building initiatives, and tenant‑focused messaging—resulting in a clear improvement in communication and engagement throughout 11 Madison.