Brookfield Financial has a new name in store for the World Financial Center located in Lower Manhattan, the New York Observer reported. The property will bear the name Brookfield Place, according to several unnamed sources, and the Observer said the change appears to be part of an effort to guide the complex’s image away from a place for financial tenants in a time of low leasing demand.
“It’s not going to happen overnight,” one unidentified source told the Observer. “But Brookfield plans to phase in the new name increasingly over time.”
A Brookfield did not immediately respond to the Observer’s requests for comment.
Other changes are coming to the complex: Not only will more than two million square feet be up for lease next year when Bank of America, Nomura and other tenants either move or downsize, but as previously reported, an Eataly-style gourmet market will take up 30,000 square feet inside.