{"id":1004765228,"date":"2025-07-21T00:54:37","date_gmt":"2025-07-21T08:54:37","guid":{"rendered":"https:\/\/www.commercialsearch.com\/news\/?p=1004765228"},"modified":"2026-02-26T13:46:51","modified_gmt":"2026-02-26T21:46:51","slug":"how-pop-culture-placemaking-is-reshaping-real-estate","status":"publish","type":"post","link":"https:\/\/www.commercialsearch.com\/news\/how-pop-culture-placemaking-is-reshaping-real-estate\/","title":{"rendered":"When Real Estate Meets Pop Culture, Buildings Go Viral"},"content":{"rendered":"
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Bell Works’ flexible, open layout is visible through the glass facade, hinting at its adaptability for filming and large-scale productions.
Image courtesy of Inspired by Somerset Development<\/em><\/figcaption><\/figure><\/div>\n\n\n

In an age when streaming shows dominate pop culture and viral influencers shape trends, real estate is part of the action, with a new wave of pop culture placemaking taking hold. <\/p>\n\n\n\n

Buildings are no longer passive backdrops\u2014they\u2019re in starring roles. Their on-screen exposure is driving bookings, luxury real estate sales, foot traffic and brand activation strategies that traditional marketing can\u2019t touch. And the momentum is unmistakable.<\/p>\n\n\n\n

One building that has recently been the set of a famous TV series is Bell Works in Holmdel, N.J. Originally built as Bell Labs in 1962 by famed architect Eero Saarinen, the site was reimagined in 2013 by Inspired by Somerset Development as a mid\u2011century mixed\u2011use \u201cmetroburb\u201d<\/a> with offices, retail, dining, entertainment and community services. With a 99 percent leasing rate today, it’s become a modern hub for work-life integration and the filming location for the fictional company Lumon Industries in “Severance,” the Apple TV+ series.<\/p>\n\n\n\n

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READ THE MAGAZINE<\/strong><\/a><\/div>\n<\/div>\n\n\n\n
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Meanwhile, 200 Amsterdam\u2019s Penthouse Two in Manhattan\u2014featured in “Succession,” “Babygirl” and “Owning Manhattan”\u2014also commanded global attention. A different unit within the project, Residence 41, was also featured in “Zero Day” and recently sold for $20.1\u202fmillion, marking Manhattan\u2019s priciest Upper West Side deal this year.<\/p>\n\n\n\n

But these are not isolated cases\u2014they\u2019re blueprints illustrating the power of pop culture placemaking and the growing influence of pop culture in real estate.<\/p>\n\n\n\n

Casting the building<\/h2>\n\n\n\n

How do CRE assets get a role in a movie or TV show? The production selection process often begins with scouting companies identifying properties with visually compelling design and cinematic potential. That\u2019s exactly how 200 Amsterdam caught the eye of HBO\u2019s “Succession” team.<\/p>\n\n\n\n

“What immediately set the property apart was the grandeur of Penthouse Two, with its sweeping 360\u2011degree views and its distinction as the highest residence on Manhattan\u2019s Upper West Side at the time,” said Matthew Breeden, vice president of development & marketing at SJP Properties, the lead developer behind 200 Amsterdam.<\/p>\n\n\n\n

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CALL FOR SUBMISSIONS<\/strong>: Take part in CPE’s 2025 Top Owners survey!<\/a><\/p>\n\n\n\n

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For Bell Works, it was its striking mid\u2011century modern architecture and flexible layout that sealed the deal.<\/p>\n\n\n\n

\u201cBell Works features an iconic glass facade, a sprawling walkable atrium and bold mid-century modern design, offering cinematic quality that\u2019s both timeless and visually striking,” said Ralph Zucker, CEO of Inspired by Somerset Development. “It can seamlessly be modified to portray corporate headquarters, a futuristic tech hub or a dynamic public space. That kind of instant visual impact, combined with the building\u2019s flexibility, made it a natural fit for Apple TV+.”<\/p>\n\n\n\n

These aesthetic qualities are essential, but production deals hinge on practical and legal readiness. Damon Juha, who advises property owners on film production agreements at law firm Saul Ewing, knows all about the critical issues.<\/p>\n\n\n\n

“It\u2019s a balancing act\u2014on one side, you have paying customers trying to enjoy the property, and on the other, film crews needing space to park, stage and shoot. Timing and location are key,” said Juha. “Legally, we focus upfront on issues like insurance, liability, intellectual property rights like logos or marks, and, ideally, the ability to review and approve how the property is portrayed.\u201d<\/p>\n\n\n\n

For hospitality and retail operators, securing the right legal safeguards and minimizing disruptions are essential. <\/p>\n\n\n\n

Visibility, ROI & placemaking<\/h2>\n\n\n\n

Once properties hit the screen, the impact can be immediate and lasting. For 200 Amsterdam, exposure in “Succession” was more than a cameo. It became a catalyst for repositioning the building as an icon of ultra-luxury living on Manhattan\u2019s Upper West Side. The show\u2019s devoted audience\u2014many of whom track filming locations as closely as character arcs\u2014translated screen time into a new wave of real-world interest.<\/p>\n\n\n\n

“Since Penthouse Two\u2019s on\u2011screen debut \u2026 the building has become a go\u2011to location for other major productions,” Breeden said. “Beyond film and TV, 200 Amsterdam has also become a sought\u2011after setting for fashion and decor photo shoots and continues to attract a steady stream of influencers.”<\/p>\n\n\n

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After being featured in multiple TV series, 200 Amsterdam now commands global attention. Recently, a four-bedroom residence on the 41st floor sold for more than $20\u202fmillion.
Image courtesy of SJP Properties<\/em><\/figcaption><\/figure><\/div>\n\n\n

That visibility has made its mark on the sales front. While one residence recently closed as one of the Upper West Side\u2019s most notable trades of 2025, the final penthouse\u2014featured in multiple shows\u2014remains listed at nearly $35 million, with global interest driven in part by its pop culture placemaking profile and commanding skyline views.<\/p>\n\n\n\n

The connection between media exposure and luxury real estate performance isn\u2019t new\u2014but it’s growing more strategic. In a 2023 study by Knight Frank, 69 percent of global luxury buyers said that cultural relevance, including media visibility and social buzz, significantly influenced their perception of a property’s value. In competitive urban markets like New York, that influence often translates into both pricing power and brand equity.<\/p>\n\n\n\n

For 200 Amsterdam, being known as Roman Roy\u2019s fictional residence has added a layer of narrative appeal that traditional marketing can\u2019t replicate. The building now exists not only in listing photos and brochures\u2014but also in the cultural imagination.<\/p>\n\n\n\n

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READ ALSO:<\/strong> Why Retail Belongs in Office Projects <\/a><\/p>\n\n\n\n

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At Bell Works, impact similarly rippled outward.<\/p>\n\n\n\n

“As season two premiered, we saw a major uptick in visitors and fans at the property,” Zucker noted. “Fans were constantly posting photos and videos. Many visitors were surprised to see that Bell Works is so much more than just office space\u2014it\u2019s truly an all\u2011in\u2011one destination.”<\/p>\n\n\n\n

This real-world surge in foot traffic echoes the “metroburb” vision\u2014where workplace, retail, education and entertainment converge. TikTok buzzed with posts tagged #severance #lumon #bellworks, with fans calling it their pilgrimage destination. And it’s not only casual visitors: Lifestyle brands, event planners and office tenants have leveraged the property\u2019s new pop culture identity.<\/p>\n\n\n\n

\u201cOur tenants have also leaned into the show\u2019s fame by curating Severance-inspired menus and using references from the show in their marketing efforts,” Zucker revealed. “This has helped make our tenants part of the larger story, which adds another layer of relevance for today\u2019s consumers.”<\/p>\n\n\n

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The atmosphere reflects Bell Works’ redevelopment mission: a dynamic, multi-use environment built for creativity, community and flexibility.
Image courtesy of Inspired by Somerset Development<\/em><\/figcaption><\/figure><\/div>\n\n\n

These engagements go beyond nice-to-have exposure\u2014they lead to measurable outcomes. Juha talks about a broader “packaging effect.”<\/p>\n\n\n\n

“The ‘White Lotus Effect’ seems to be a real thing,” he said. “The hotels featured in HBO\u2019s show report having increased interest and bookings subsequent to being featured in the show.”<\/p>\n\n\n\n

CRE owners actively capitalize on this exposure through pop-up activations, celebrity open houses, broker showcases and influencer campaigns.<\/p>\n\n\n\n

Media exposure as a foundation of placemaking<\/h2>\n\n\n
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200 Amsterdam’s many setbacks create terraces with sweeping views of Central Park, the Hudson River and the city skyline.
Image courtesy of SJP Properties<\/em><\/figcaption><\/figure><\/div>\n\n\n

What once was considered a marketing bonus\u2014an incidental perk of a production choosing a building for its aesthetic\u2014is now widely seen as a deliberate brand strategy. Developers, owners and marketers are increasingly factoring media exposure into their long-term vision for a property, treating it as a meaningful channel for both visibility and value creation.<\/p>\n\n\n\n

This shift reflects a broader transformation in how real estate engages with culture. It\u2019s no longer just about being seen. It\u2019s about being recognized, referenced and remembered. In today\u2019s media landscape, where content lives indefinitely across platforms and clips go viral in minutes, a single scene can carry lasting ROI.<\/p>\n\n\n\n

“Real estate is no longer just the backdrop in films and shows\u2014it\u2019s becoming part of the story itself and has even created a foothold for tourism in unexpected destinations,” said Breeden. “We\u2019re seeing buildings and destinations cast as full-blown characters in their own right. Properties like 200 Amsterdam are not just part of the narrative, they\u2019re driving conversations in pop culture and creating a new level of placemaking that our industry hasn\u2019t seen before.”<\/p>\n\n\n\n

Zucker believes that aligning with pop culture isn\u2019t just a viable strategy for asset differentiation, it\u2019s an essential part of placemaking. His vision sees physical environments taking on cultural identities that transcend geography.<\/p>\n\n\n\n

“We\u2019re entering a new era where physical places are increasingly defined by their digital and cultural footprint,” he said. “A single viral moment can completely reframe how the public sees a space.”<\/p>\n\n\n\n

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Local economic impact <\/h2>\n\n\n\n

A 2024 U.S. Film & Television Economic Impact report shows<\/a> that Westchester County, N.Y., earned nearly $924 million from the film\/TV sector last year, with a 51 percent increase in related jobs. The figure includes direct and indirect economic benefits from production activity, employment and related spending within the county. Among the most recent productions to film in Westchester are HBO series “The Gilded Age” and Netflix’s “Zero Day,” with the locations and buildings featured in the series becoming fan magnets. <\/p>\n\n\n\n

Nationally, film tourism is estimated to be growing 6 to 8 percent annually, a phenomenon\u00a0that’s having a massive impact on the residential and commercial real estate industries. Set-jetting\u2014the practice of visiting real-life filming locations\u00a0of movies and TV shows\u2014is generating demand for rentals and bringing increased foot traffic to retail areas and restaurants.<\/p>\n<\/div><\/div>\n\n\n\n

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Read the September 2025 issue of CPE.<\/a><\/em><\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Spaces can forge powerful, lasting ties with audiences, benefiting their owners. Here’s how ordinary CRE assets become global icons. <\/p>\n","protected":false},"author":741,"featured_media":1004765243,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1521,21808,21752,23891,21785],"tags":[52530,44972,52446,33112],"class_list":["post-1004765228","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital","category-featured","category-mixed-use","category-national","category-property-management","tag-inspired-by-somerset-development","tag-ralph-zucker","tag-saul-ewing","tag-sjp-properties"],"acf":[],"yoast_head":"\nWhen Real Estate Meets Pop Culture, Buildings Go Viral - Commercial Property Executive<\/title>\n<meta name=\"description\" content=\"Here's how pop culture placemaking is transforming buildings into brand assets and experiential destinations.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.commercialsearch.com\/news\/how-pop-culture-placemaking-is-reshaping-real-estate\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When Real Estate Meets Pop Culture, Buildings Go Viral\" \/>\n<meta property=\"og:description\" content=\"Here's how pop culture placemaking is transforming buildings into brand assets and experiential destinations.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.commercialsearch.com\/news\/how-pop-culture-placemaking-is-reshaping-real-estate\/\" \/>\n<meta property=\"og:site_name\" content=\"Commercial Property Executive\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CPExecutive\" \/>\n<meta property=\"article:published_time\" content=\"2025-07-21T08:54:37+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-26T21:46:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2025\/07\/Featured-Projects-200-Amsterdam.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"817\" \/>\n\t<meta property=\"og:image:height\" content=\"633\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Corina Stef\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cpexecutive\" \/>\n<meta name=\"twitter:site\" content=\"@cpexecutive\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.commercialsearch.com\/news\/how-pop-culture-placemaking-is-reshaping-real-estate\/\",\"url\":\"https:\/\/www.commercialsearch.com\/news\/how-pop-culture-placemaking-is-reshaping-real-estate\/\",\"name\":\"When Real Estate Meets Pop Culture, Buildings Go Viral - Commercial Property Executive\",\"isPartOf\":{\"@id\":\"https:\/\/www.commercialsearch.com\/news\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.commercialsearch.com\/news\/how-pop-culture-placemaking-is-reshaping-real-estate\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.commercialsearch.com\/news\/how-pop-culture-placemaking-is-reshaping-real-estate\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2025\/07\/Featured-Projects-200-Amsterdam.jpg\",\"datePublished\":\"2025-07-21T08:54:37+00:00\",\"dateModified\":\"2026-02-26T21:46:51+00:00\",\"author\":{\"@id\":\"https:\/\/www.commercialsearch.com\/news\/#\/schema\/person\/73262f140f4b0a11baea2dd6f27beadf\"},\"description\":\"Here's how pop culture placemaking is transforming buildings into brand assets and experiential destinations.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.commercialsearch.com\/news\/how-pop-culture-placemaking-is-reshaping-real-estate\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.commercialsearch.com\/news\/how-pop-culture-placemaking-is-reshaping-real-estate\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.commercialsearch.com\/news\/how-pop-culture-placemaking-is-reshaping-real-estate\/#primaryimage\",\"url\":\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2025\/07\/Featured-Projects-200-Amsterdam.jpg\",\"contentUrl\":\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2025\/07\/Featured-Projects-200-Amsterdam.jpg\",\"width\":817,\"height\":633,\"caption\":\"Trend. 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