How a New York Office Building Next to a Kmart Became a Magnet for Celebrities

HuffPost, Facebook and Billboard made 770 Broadway an A-list destination

About a century ago, New York's 770 Broadway—the building where Adweek, as well as sister titles Billboard and The Hollywood Reporter, can be found—housed the bustling Wanamaker's department store, which anchored the shopping district then known as "Ladies' Mile."

Poehler: Donna Ward/Getty Images; Jonas: Josiah
Kamau/BuzzFoto/Filmmagic; Lopez: Raymond Hall/GC
Images

Today, Wanamaker's is long gone (instead, you'll find a much less glamorous Kmart occupying the Southeast corner), and the structure has been converted into an office building. But that's not to say that 770 has become just any sleepy workplace. In fact, it's found a second life as a booming tech and media hub.

Over the past decade, numerous tech companies have relocated downtown, looking for proximity to Silicon Alley—and hoping to attract younger talent liable to turn their noses up at stuffy Midtown. AOL became 770 Broadway's first major tech tenant in 2008, joining existing tenants Nielsen (the former owner of Adweek) and J.Crew. Three years later, after AOL acquired The Huffington Post, Arianna and her team of bloggers moved into the office. (The sleep-obsessed Huffington also famously installed a "nap room" for her employees.) In 2012, after Nielsen announced plans to leave the building, Google and Microsoft were rumored to be potential replacements; instead, the space was snapped up by Facebook, which hired Frank Gehry to design its new downtown digs.

With these new tenants came a constant stream of A-list visitors, transforming 770 into a magnet for paparazzi and celebrity reporters. So far this year, AOL and HuffPost Live have welcomed stars like Jennifer Lopez, Rob Lowe, Amy Poehler and Eli Manning to its offices, while Billboard has hosted artists including Nick Jonas, Jason Derulo and Meghan Trainor.

While the perpetual line of Ubers on 9th Street might not be as enchanting as the horse-drawn carriages that once carried shoppers to and from Wanamaker's, there's no doubt that 770 Broadway is once again living up to its landmark status.