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Imagine designing one building that could accomplish this two-part mission: First, make one of the oldest digital brands cool once again. Second, secure the future of branded content.
Has such a building been created? Time will tell, but that's certainly the hope of Build Studio, AOL's flashy new mini-concert destination and content creation hub.
This week, the Verizon-owned media company officially opened Build, a 13,412-square-foot studio in lower Manhattan that will become the stage for all sorts of interviews, performances and events shot both live and with 360-degree video.
Build, which was announced last year during AOL's presentation at the Digital Content NewFronts, aims to attract a younger audience to AOL properties, both with the types of guests that will be featured and by having a street-facing studio to attract anyone passing by.