Developer Bruce Ratner has tapped celebrity photographer Annie Leibovitz to photograph the development of the new New York Times building on Eighth Avenue. Why? To attract other tenants for the building. The Post calls the 700,000 square feet available in the building "an entire speculative building," and says the photographs, which will be taken periodically, will be plastered in the area. Could photographs by Annie Leibovitz really attract new tenants? Maybe photographs of cash, but if this becomes a trend, is Larry Silverstein going to hire, oh, Bruce Weber to photograph the the World Trade Center's Freedom Tower?
The new NY Times building is supposed to open in late 2006. The City Review on the building. And check out the Renzo Piano Building Workshop site for the building.