Fresh PowderPre-development brand strategy
Fractional CMO
All work Work / Water Street
Photograph of Thousand & One, the COOKFOX-designed tower at 1001 Water Street, at golden hour between the EDITION hotel and a residential tower
Selected work

Water Street

Tampa, FL Office, residential, hotel, retail, waterfront streets and parks 56-acre downtown waterfront neighborhood

The Idea

A tower with an address for a name, and a story to match.

Inside Water Street Tampa, a 56-acre downtown neighborhood rising from scratch, the signature office tower needed to be more than a number. Branded Thousand & One, 1001 Water Street got an identity that could anchor leasing and give the district a flagship.

Location
Tampa, FL
Size
56 ac · ~9M SF
Developer
Strategic Property Partners
Architect
Elkus Manfredi · COOKFOX
Broke ground
2018
Investment
$3B+
What we did

Gave the district’s signature tower a name and an identity of its own. 1001 Water Street, designed by COOKFOX, became Thousand & One, so a single address could carry a story, anchor leasing and stand in for the ambition of an entire new downtown.

StrategyBuilding namingBrand identityMessaging toolkitLeasing toolsLaunch
Success

A flagship identity for a tower meant to set the tone for roughly 9M SF of new downtown Tampa.

  • 1001 Water Street, the COOKFOX-designed signature tower, branded Thousand & One, giving a single address a story that could carry leasing.
  • ReliaQuest committed its headquarters, about 142,000 SF, anchoring the tower.
  • Positioned within Water Street Tampa, a 56-acre downtown neighborhood pursuing WELL certification at district scale.
  • A flagship address built to set the tone for roughly 9M SF of planned office, residential, hotel and retail.
The place
Aerial rendering of Water Street Tampa at sunset: new towers around Amalie Arena, the channel and marina in the foreground
Water Street as planned. 56 acres around the arena, on the channel.
Rendering of the 1001 Water Street entrance: a glass canopy under a stone-framed facade, trees and stone benches on the sidewalk
The entrance at 1001, as rendered. Stone frame, glass canopy, street trees.
Photograph of the built Thousand & One tower at golden hour
Built. Thousand & One between the EDITION and the residences.
Photograph of a planted rooftop terrace at Thousand & One with a pergola, lounge seating and two people reading
The terrace. Photograph by Robin Hill.
Brand Imagery

The identity.

Thousand & One wordmark with the line Living Workplaces, on a warm grey ground with soft shadow

Thousand & One · Living Workplaces. The tower, named.

Construction hoarding for Thousand & One: the wordmark, a lounge rendering and the headline How deep is your well?

Hoarding · How deep is your well?

Collateral
Thousand & One leasing mailer: a rust envelope, an accordion fold with the headline Does your work place live and breathe with you?, and a cover showing the entrance
The mailer. One question, Thousand & One answers.
Two spreads from the Thousand & One book: a Nelson Byrd Woltz quote beside a portrait, and a streetscape rendering with the heading Efficient Streetscape Solutions
The book. Nelson Byrd Woltz on the landscape.
Open Thousand & One book showing The Vision Venn diagram and a Biophilic Design page
The book. One-life principles and biophilic design.
The thesis
Name the building, and the address starts doing the selling.
Fresh Powder, on Water Street
Keep exploring

More work.

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A 40-acre Midtown organized around a park, not a parking lot.

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