The 2.9 million-square-foot mixed-use project widely known by the unmusical appellation of the Government Center garage redevelopment project has a new name: Bulfinch Crossing.
Boston-based HYM Investment Group and National Real Estate Advisers chose Bulfinch Crossing as the overarching name for the six-building development planned for Congress and New Sudbury streets. Architect Charles Bulfinch designed many of the buildings in the neighborhood, as well as landmarks such as Faneuil Hall and the Massachusetts Statehouse.
“It really seemed to resonate with us since we’re trying to stay rooted in the history of the neighborhood around us,” said Tom O’Brien, managing director of HYM Investment group. “We’re also trying to acknowledge the fact that this is a great transportation hub.”
The development team’s marketing strategy is firmly rooted in the present day, however.
They worked with Boston-based digital studio Neoscape and InkHouse PR on the branding project. Neoscape has been developing virtual reality tours of the property and using drones to shoot videos showing off the harbor and skyline views from the planned skyscrapers on the site.
The first phase of Bulfinch Crossing, a 480-foot tower that will become Boston’s tallest apartment building, is expected to break ground by year’s end. A 43-story, 1 million-square-foot office tower designed by Pelli Clarke Pelli Architects in a later phase will be known as One Congress. The site’s west parcel, where the taller buildings are concentrated, also will include a 300-foot-tall residential building.
Approved in January by the Boston Redevelopment Authority, the project also includes three mid-rise buildings on the eastern side of the site overlooking the Rose Fitzgerald Kennedy Greenway: a combined hotel and condo building, offices and a retail building.
O’Brien declined to say what other names were part of the discussion.
“We went through a process and Bulfinch Crossing was the one that resonated the most with us,” he said.