NEW YORK: Rotating Tower
Technology Company, headed by architect Dr. David Fisher and his Dynamic, hired Rubenstein to handle PR surrounding the launch of its
latest project: the Dynamic
Tower. The buildings will
use wind turbines and photovoltaic panels to generate energy to rotate each
floor individually, creating a continuously rotating work of art. Initial construction
for the rotating towers are planned in Italy,
the US, and Korea.
The global PR effort, which will focus on media outreach,
kicked off with an international press conference in New
York last Tuesday, June 24, which revealed the first three
projects in Moscow, Dubai,
and New York.
The first Dynamic Tower in Dubai,
which is now open to reservations, will have 80 floors and include residential,
hotel, commercial, and retail sections. Pre-assembling of the Moscow location, which will be residential
use only, is set to begin in the fourth quarter of 2008.
Richard Rubenstein, president of Rubenstein PR, reached out
to Dr. Fisher after hearing about the project and the agency was hired May 1.
"Rubenstein Public Relations is advising on branding, messaging and all
creative aspects related to the press conference," Richard Rubenstein told
PRWeek in an e-mail. "Our wider
efforts will also include generating feature stories, design profiles and trade
coverage; securing embargoed stories; conducting press tours; and planning
special events for the launch of the towers."
Rubenstein, which will represent the project on a
month-to-month basis, also secured the services of German PR firm Faktor 3, to
provide local media outreach. The agency has previous experience in the global
real estate market, including with the Empire
and Rockefeller Center
in New York and The Palm in Dubai.