Insights & Strategy
Anchored by MIT, Kendall Square is “to science what New York is to finance, what Paris is to culture, what Washington is to government” (Jay Bradner, President of Novartis). And at the heart of this ecosystem, is One Broadway—a tower that has been the Boston outpost to companies like Google, Facebook, and, of course, home base for the world-famous CIC. Unfortunately, the building’s tenants were beginning to overshadow the collaborative vision of the space they work in. In a bold move, our client decided to completely reimagine the building’s ground floor, launching a total rebrand and adding a rotisserie chicken joint and the area’s first full-sized grocery store.