An evening
A launch, a tea ceremony, a dinner cooked around the product — in one of the firm's own spaces, produced end to end.
VWorking with L3
Enter New York.
A company arriving from Asia needs what capital arriving from Asia needs: a place, the relationships and one team on the ground. L3 has all three, and a market entry can begin wherever the client needs it to begin.
L3 works with brands, hospitality groups and companies from Asia establishing themselves in New York — from the first evening in the city to the lease, the build-out or the building.
Carried byL3CG AdvisorsWithFM Alliance · YC Real Estate
V.A · The same problem
A different client. The same answer.
The case the firm makes to capital holds for a company: New York rewards those who are here and works against those who run it from far away. What a company arriving from Asia needs is what capital arriving from Asia needs.
Capital needsA building to own
A company needsA place to be seen
L3A room, a residence or a building — the firm's own where they fit, sourced or built out where they do not.
Capital needsCounterparties who answer
A company needsIntroductions that land
L3Two decades of relationships across New York real estate, hospitality and the Asian business community in the city.
Capital needsA team that carries the stages
A company needsA team that produces the entry
L3One team: L3CG Advisors, with FM Alliance and YC Real Estate behind it.
Capital needsReporting it can rely on
A company needsA plan it can follow
L3A scope in writing before the work starts, and a written account of it after.
V.B · Where it starts
Start with a room. End with a building, if the building is right.
Most entries do not begin with real estate. They begin with an evening that puts the brand in front of the right hundred people. The real-estate decision comes later, with better information than a lease signed from abroad.
A program
The evening becomes a series: dinners, an exhibition, a residency. The guest list compounds.
A presence
A showroom, a pop-up or a residence fitted with the brand's products — a first address at a fraction of a lease.
The building
The lease, the build-out or the acquisition, when it is right — carried by the same team through the six stages.
V.C · What the firm brings
What L3 can put in the room.
Not services bought for the occasion. Things the firm already has.
01
Its own buildings
Residences and townhouses the firm developed and operates in Brooklyn and Queens, available for a program before they are available for sale.
02
Hospitality
The firm's principals operate hospitality in New York. A dinner is produced by people who produce one every night.
03
The guest list
Owners, developers, lenders, brokers and the Asian business community in New York — the people a brand needs in the room first.
04
The channels home
YC Real Estate's own buyer channels into Taiwan and Japan, and the firm's relationships across Asia, so the story travels back.
V.D · A program
Balmuda in New York.
A Japanese appliance brand's first program in the city, produced in the firm's own residences over a season.
- 01
The residence program
Each unit in the building delivered with a set of Balmuda products — the brand placed in the home rather than in a store.
- 02
Dinners and ceremonies
Private dinners cooked on the product and tea ceremonies held in the townhouses, for guests drawn from the firm's relationships.
- 03
The gallery
A curated art exhibition in the same townhouses, open through the program.
Program details are published with the partner's agreement.
V.E · How it runs
Four steps. A scope in writing.
The engagement is scoped like any L3 engagement: what is included, what is not, what it costs, and what each step produces.
01
Brief
What the company is, what New York is for, and who needs to be in the room. Scope and budget agreed before anything is booked.
ProducesA program plan02
First evening
The first event in one of the firm's spaces, produced end to end — venue, kitchen, guest list, record.
ProducesA guest list and a record03
Presence
A showroom, a residence or a series, with the firm's buildings and partners.
ProducesA first address04
The real-estate decision
Lease, build-out or acquisition, if and when it is right — carried through How We Work.
ProducesThe building
Then
Ask about market entry
The company, what it needs in New York, and a few lines on the situation. Replies by email, from New York.