Take a Virtual Stroll with Stroock’s Real Estate Fast Forward – Commercial Observer
Law firm Stroock & Stroock & Lavan has severed the virtual ribbon on Real Estate Fast Forward, their immersive microsite that invites visitors to explore company news and industry updates by interacting with various assets along a fictional street landscape.
With much of the world working remotely since March 2020, many people developed serious video meetings and virtual events by early 2021.
How could they still connect with customers and contacts? How could they inform and get involved, but also interrupt the monotony of everyday online work with a little humor and creativity? Voila! Real Estate Fast Forward was born.
“The pandemic has changed the way we build and maintain professional relationships and we think our virtual downtown is a fun, yet meaningful way to re-shape the way we interact,” said Brian Diamond, co-chair of Stroock’s real estate group. “Our relationships – both internal and external – are one of the most important elements that make Stroock what it is. With this new platform we hope to engage, inform and amuse in new ways. “
Real Estate Fast Forward’s first stop: New York City.
Real Estate Fast Forward uses a third-person point-of-view interface that allows visitors to the virtual city center to stroll through the street while enjoying the sights. Interactive elements on Stroock Street lead visitors to podcasts, tweets, press releases, videos and other content that focuses on current industry developments, real estate trends and company news, such as the acclaimed CycleBar lease.
“We’re real estate attorneys and definitely not video game gurus, but we really enjoyed creating an imaginative space for friends of the firm to spend a few minutes catching up on our latest news and issues in the market,” said Jeff Keitelman, Stroock co-managing director and co-chair of the real estate group.
“We have connected virtually as often as possible,” added Keitelman, “but we really tried to create a platform that would allow us to reach out in a different and unique way. While we take our clients and our work very seriously, we definitely have a sense of humor and thought this was an entertaining option. “
In the first of four episodes, the September release takes visitors into the hustle and bustle of New York City. The journey continues with publications themed for each of Stroock’s other office locations – Los Angeles, Miami and Washington, DC
Real Estate Fast Forward’s virtual Stroock streets.
Stroock’s sense of humor is at work across the entire microsite. With “Lavan Loans” and “Jeffrey Diamond Brokerage” (a compilation of the names of the co-chairs), the site offers plenty of clever jokes and laughs for attentive visitors. Stroock also shows appreciation to its travelers with a sweet treat for those who head off.
“When we considered how to connect with customers and other industry leaders outside of traditional and legacy virtual meetings, we first envisioned something like an interactive map,” said Trish Lilley, chief marketing and business development officer at Stroock.
“After a few days, several virtual meetings – and no, the irony has not escaped us! – and lots of cups of coffee became the Fast Forward concept, ”said Lilley, adding that several design agencies struggled with the project before they found one that could bring the concept to life.
Stroock invites readers to put on their virtual walking shoes, boot up the computer, find a comfortable seat, and experience Stroock’s Real Estate Fast Forward. Immersion in the streets of Stroock is best enjoyed on a desktop or laptop computer (but visitors can pop in on cell phones).
Further information on the Stroock real estate group can be found here.