IDS Center: no address necessary
In 1997, Tilka Design began a long-term collaboration with the managers of the 1977-built, Philip Johnson designed architectural icon, IDS Center. Our goal was to reclaim the building’s stellar reputation as it prepared for the departure of its original tenant—leaving a high vacancy rate. The timing coincided with an extensive renovation including the addition of a public fountain in the Crystal Court.
Tilka Design worked closely with a variety of professionals to specify the retail mix, then developed the brand, visual elements and environmental design for the building, all of which were guided by Philip Johnson’s modern architecture. The brand work made clear that the architecture of IDS Center is significant not only because of its historical importance but also because, for the public, it creates an attachment to a place. This discovery was key to reigniting community pride, honor and ownership toward the property.
Tilka Design created leasing presentation materials in electronic and print formats, architectural presentations, a lease proposal system, environmental signage, promotional signage, a multi-year advertising campaign, direct mail program and website—all with the objective of attracting and retaining tenants and establishing the property as a Minneapolis landmark.
"After establishing the identity, then came the marketing campaign. In my opinion, it was the most creative and unique design that had ever been done in real estate. The ads have been timeless. Our messages began to penetrate the marketplace and IDS started to be noticed in very positive ways by clients and brokers alike."—David Sternberg, former General Manager, IDS Center