The client, owner and property manager of 321 West 44th St, approached A+I for not only a renovation, but a re-conceptualization of what the building could be and how it could attract new commercial tenants. The driving question behind the project was how to add value to the existing building and modernize it with a fresh branded image. The property has an interesting history of tenancy, including a studio space on the roof that was once occupied by John Lennon. Now largely portioned off as commercial rentals, the building has managed to attract other music industry tenants who use the space for recording purposes. The resulting project was an architectural contribution to a re-brand of the entire building under the new name, The Plant.