The Real Deal New York

Hudson Yards fail: Related accidentally touts competitor in glossy Times ad

WTC concourse featured in double-page insert

May 24, 2016 05:01PM
By Katherine Clarke

hudsonadmain

Related’s ad in the Times, with a photo from a fashion event at WTC on the top right. Click to enlarge

It ran in Sunday’s New York Times, a double-page glossy insert touting all the benefits of Related Companies’ Hudson Yards and the Far West Side neighborhood it’s given birth to.

There was a bit of a slip-up, however: The largest photo used in the insert — one that was meant to showcase Hudson Yards’ fashion chops — was in fact an image of the concourse beneath One World Trade Center, one of Hudson Yards’ biggest competitors in the office market.

The picture appears to have been shot at a September fashion show at the Lower Manhattan concourse as part of a New York Fashion Week event. It was likely purchased by an ad agency working on behalf of Related for its Hudson Yards campaign, sources said.

The two companies have been going head to head in a bid to court major tenants. Coach, the first major tenant to sign at Hudson Yards, is slated to move in at the end of this month. The second phase of the 17 million-square-foot development will be primarily residential.

A spokesperson for Related was not immediately available for comment. Jordan Barowitz, a spokesperson for Durst, said only that “imitation is the highest form of flattery.”

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