Soozan Baxter Consulting was engaged from 2013-2015 as a luxury consultant on the retail lease up efforts for the $250 million renovation of Brookfield Place in downtown Manhattan, directly across from the 9/11 Memorial. The project was challenged by a ground-up retail project across the street and also needed to change perceptions that guests would choose to shop at this complex. Overcoming both these challenges, Soozan helped transform the complex into a luxury retail destination. She was an integral part of the legal negotiations, and she spearheaded the strategy for retail public relations, and helped define the marketing and tourism initiatives. Upon the center’s opening in March 2015, the project’s leasing success was triumphed in WWD, The New York Times, The Wall Street Journal, among other esteemed publications.
Continuing to set the stage for success
Soozan had helped bring Gucci, Bottega Veneta, Tory Burch, Omega, The Cos Bar, and other marquee retailers to the project. Today, Brookfield Place is considered one of the most successful retail projects in the U.S. when looking at sales per square foot and unique annual visits. In early 2019, the Brookfield Place team called on her a second time to help reinvigorate the center. In a short time, she was able to help transform a temporary Louis Vuitton store into an expanded, permanent store that opened in 2020.