Metro Tech

Blackstone Group Refashions the Iconic Times Building as a Playground for Startups

Selling like it's 1999.
03229w43rdst Blackstone Group Refashions the Iconic Times Building as a Playground for Startups

229 West 43rd (Photo: bridgeandtunnelclub.com)

The corporate financiers at “private equity juggernaut” Blackstone Group have their work cut out of them. After all, how does one take a stodgy Midtown building and make it appeal to bunch of self-stylized iconoclasts? With scooters, of course!

After purchasing the top 12 floors of 229 West 43rd Street last year, Blackstone has spent $105 million in renovations to appeal to fast-growth startups, reports Bloomberg. That means ping-pong tables, Razor scooters, and a basketball court, proving, once again, that everyone’s idea of startup decor is frozen in 1999.

Facebook and Amazon have toured the space. But analysts see a tech tenant takeover in the building that housed the Grey Lady for nine decades as positively fraught with significance. Ken Doctor, a media analyst with Newsonomics.com told Bloomberg:

“A Foursquare logo, for instance, appearing where the New York Times (NYT) (NYT) logo once appeared gives you the physical reinforcement of how the basic economy of the United States and the intelligence economy is moving.”

Sorry to break it to you, Ken, but the Foursquare logo is committed to Soho for the foreseeable future. But we like where you’re going with this!

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