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publicis' home sweet home

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In a business as image-driven as advertising, shops naturally like to show off their new digs. In that regard, Publicis is sure to win the prize for best promotion.

Next Thanksgiving, the millions watching the Macy's parade will get a peek at the French agency network's new Herald Square offices. The com pany just unveiled the location and design of its New York flagship, which will com bine all of its operating units under one roof for the first time.

Located at the inter section of Broadway, 6th Avenue and 34th St., the 120,000-square-foot property was built as a turn-of-the century hotel and later used for shoe manufac turing and textiles. The top four floors are specially designed as a "building within a building" to house Publicis' ad oper ations. Publicis companies are due to settle in by late summer.

The offices were designed by New York architecture firm MAP, which also crafted space for Amster Yard and Publicis-owned Fallon. "Working for ad agencies is easier because they understand branding, image, packaging information—all the things we're doing architec turally," says MAP principal Morris Adjmi. "It's more challenging because they're more inventive; they push us to make the space better than anyone else. They each have a very different personality."

In the case of Publicis, Adjmi says, that translates as: "Very international, very modern. They're moving into a more forward-thinking era."