Cassidy Turley's Heryet and Bellwood represent Exponential Interactive in 11,113 s/f lease of 11th floor at 292 Madison Avenue; NGKF represent owner

Exponential Interactive, a global provider of advertising intelligence and digital media solutions to brand advertisers, has leased the entire 11th floor at 292 Madison Ave., comprising 11,113 s/f of pre-built, contemporary open floor office space designed by Mufson Partnership. It is the third technology firm to move into the building in little over a year, joining Borderfree.com, formerly Global E-Commerce, Qliktech and IDG. Moreover, Borderfree.com doubled its original footprint within the first year at the building. "This lease is a further testament to the successful re-positioning of the property," said Gerard Nocera, principal of Herald Square Properties, the asset management firm. "Madison Avenue south of 42nd St. has become one of the city's most active hi-tech corridors and our Soho-style pre-built offices are clearly conducive to these new tenant categories." Representing the owner in for the transaction were William Cohen, executive VP, and Ryan Kass, senior managing director of Newmark Grubb Knight Frank. The tenant was represented by Cassidy Turley's Nicky Heryet and Stephen Bellwood, VP. Beginning in mid-September, the building will begin a nine-month renovation of the retail portion at 292 Madison Ave. Plans include the restoration of 7,000 s/f of ground-level retail, re-cladding the facades in glass on both Madison Ave. and 41st St., and a possible expansion to the third floor. The design additionally calls for significant interior enhancements, the restoration of Art Deco architectural sculptures above the façades and, maximizing the building's street presence and sight lines along Madison Ave. Jeffrey Roseman, executive VP and principal of Newmark Grubb Knight Frank is the exclusive broker.