As of now, it isn’t the Curtis Center anymore—it’s just The Curtis, Roseland VP-acquisitions Jack Tycher tells us, the latest in the rebranding effort Roseland and Keystone Property Group are undertaking at the property, which Keystone and Mack-Cali bought recently. Pictured in these brand-new renderings are the building’s atrium, including common areas and its new glass ceiling. Jack says that one of the main draws for both young professional Millennials and empty-nester Boomers--the property’s being marketed to both groups--is the fusion of modern living and an historical aesthetic.

The building was built in 1910 as HQ of the Curtis Publishing Co. The 21st-century renovation will add apartments to the existing office and retail space. Creating a 24/7 destination is central to efforts to attract office tenants, Keystone SVP Rich Gottlieb tells us. “We're revitalizing one of the most iconic blocks in Philadelphia for a new wave of users who are seeking a true cultural experience not far from the office,” he explains.