Exploring the site on a regional level, it was discovered that several universities are within a few short blocks of the site. With the idea of cellular display space in mind, the concept Jumpstart New York was conceived to give recent graduates of those universities a venue to research, work, display and receive information critical to them through an interactive billboard system on the façade. Eight office types were developed to meet the needs of various potential tenants. The cell space could be rented in herds or as single instances.