Hospitality-Infused Office: Creating Destinations

July 28, 2026 • In 2019, while serving as Co-Chair of the Urban Land Institute’s NYC Program Committee, I invited Craig Deitelzweig, CEO of Marx Realty, to speak on a panel exploring a concept that, at the time, seemed almost radical: applying hospitality principles to office buildings.

Craig was already challenging conventional thinking about office leasing. He was focused on using hospitality to transform existing CBD office buildings into destinations where people actually want to spend time.

Fast forward to the June 2026 meeting of the NYC Real Estate Asset Management Roundtable, where Craig shared how Marx Realty has continued to refine and apply this philosophy across its office portfolio.

Focus on the Building History

The biggest takeaway wasn’t simply that office buildings should offer more amenities. It was that a building’s history and story can be uncovered and transformed into a unique, authentic brand — one that can then be brought to life through hospitality, design, service, programming, food and beverage, and countless thoughtful details that make tenants feel welcomed, valued, and part of something unique.

Craig then demonstrated how Marx Realty has put that philosophy into practice in both New York City and Washington, D.C., with impressive results.

10 Grand Central

At 10 Grand Central (pictured here), Marx transformed 708 Third Avenue by rebranding the property around its Art Deco heritage and its connection to Grand Central Station. Lounges, terraces, conference facilities, concierge service, curated retail, a podcast studio, and even a hidden speakeasy weren’t added simply as amenities — they were thoughtfully designed to reinforce the building’s identity and create an experience tenants genuinely want to be part of.

545 Madison Avenue

At 545 Madison Avenue, Marx extended that same philosophy by creating a distinctive identity that led to a first-of-its-kind co-branded partnership with Baccarat.

The Herald

And at The Herald in Washington, D.C., Marx looked to the building’s history — including Jackie Kennedy’s time working there — to shape a completely unique identity, proving that the approach can be successfully adapted beyond New York City.

Hospitality Starts with People

Here are a few of Craig’s insights that particularly stood out to me:

Hospitality starts with people. Hire people who genuinely enjoy making someone’s day better.
History matters. Rather than erase a building’s past, celebrate it and make it relevant for today’s tenants.
First impressions matter. Exceptional common spaces often lease the building before a prospective tenant ever steps into the available suite.

A Powerful Competitive Advantage

Employees aren’t coming to these buildings because they're required to — they’re coming because they want to be there. In today’s office market, that’s a powerful competitive advantage.

What office buildings have you visited that are a destination, not just a workplace?