Our creative vision helped power one of the biggest deals in NYC real estate this year. 

Earlier this year, VISUALHOUSE had the privilege of collaborating with CBRE and EJME, and the ownership team behind 590 Madison Avenue to reimagine the iconic tower’s brand and visual identity. Today, we’re thrilled to see that vision culminate in one of the most significant commercial real estate deals of 2025: the $1.1 billion acquisition of 590 Madison by RXR. 

The 43-story tower—formerly the IBM Building–has long stood as a beacon of modernist elegance in Midtown Manhattan. With its distinct granite façade and commanding presence at Madison Avenue and 56th Street, 590 Madison has consistently attracted high-profile tenants across finance, tech, and media. 

Our work with the team earlier this year focused on crafting a bold new identity for 590 Madison: one that embraced the building’s architectural legacy while repositioning it for the future of workplace culture. From digital strategy to visual storytelling, we helped articulate a brand that spoke to innovation, prestige, and flexibility–key drivers in today’s commercial real estate market. 

The successful sale to RXR underscores the power of thoughtful repositioning in a highly competitive market. RXR, a longtime VH client with whom we’ve collaborated on numerous transformative projects, now takes the reins of a property poised for its next chapter. With their forward-thinking approach to placemaking and tenant experience, we’re confident they’ll continue to elevate 590 Madison as a landmark destination for tip-tier companies. 

At VISUALHOUSE, we believe great design and strategic branding can shape the trajectory of a building’s legacy—and this milestone proves just that. Congratulations to RXR, CBRE, EJME, and everyone involved in this landmark transaction.

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