Problem

ShopCore, Retail Opportunities Invesments, and EQ Office were brought together by Blackstone to streamline operations. They combined decades of real estate experience, but as a merged platform, they needed a unified identity. The challenge was to capture the company’s national scale, multi-sector strengths and “people appeal” mission into a single, compelling brand.

Solution

The name, Perform Properties, was born from a simple insight: properties that succeed today are those that perform for tenants and communities. Perform signals how the company builds, operates, and invests, articulating a new standard for real estate platforms. The new entity includes 175 properties in 36 US markets, spanning office and retail.