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A New Vision for An Iconic Space

Holmdel, NJ
A New Vision for An Iconic Space


  • Showcase the new vision for the remodeling of the Bell Labs Building in Holmdel, NJ.
  • Entice potential leasing partners with the building’s vast possibilities.


Somerset Development wanted to host an exclusive Broker Open House event as they prepared to making leasing available in the old Bell Labs building. Tying in its iconic location and the state’s history, we fulfilled the event theme “Beach and Boardwalk,” celebrating the golden era of Atlantic City. Our team transformed one section of the under-construction lobby into a Jersey Shore boardwalk, complete with draping, custom backdrops, game and food booths, antique light posts, beach chairs and sand. Guests enjoyed the delightful feeling of boardwalk memorabilia with a creative menu boardwalk style food including salt water taffy. Entertainment included boardwalk classics like a strolling magician, caricature artist, and even a cigar roller. All guests were gifted a Bell Works branded Jawbone Mini Jambox.

Key Services Provided:
  • Concept and theme, event vision board
  • Walk throughs, measuring, floor plan mapping
  • Event design, custom scenery & backdrops
  • Event management & planning
  • Unique invitation and custom online registration
  • Sourced catering, F&B and menu planning
  • Budget management and reconciliation
  • Talent management, rentals & entertainment
  • Audio-visual and photography
  • Branded gifts


  • Captivated guests and generated leasing interest in Somerset Developments vision.
  • Communicated the client’s commitment to the successful transformation of the historic landmark into a popular destination to work, shop, dine, stay, entertain, and more.
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