In 1970, Albert Friedman inherited a hot dog stand and a building which housed a former hotel—the Revere House—in a run-down Chicago neighborhood then known as “Smokey Hollow.” Over the next 50 years, he would dedicate his career to the revitalization and growth of the neighborhood that he would later come to rename: River North.

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When Friedman Properties began the process of constructing its first-ever new building—a mixed-use, amenity-rich luxury office property in the heart of River North—my team was approached to name, brand, and market the project. In doing so, we looked to Albert Friedman's intrinsic ties to the neighborhood, the community's rich and vibrant history, and Friedman Properties' bold and ambitious vision for its future.