NEW YORK CITY-Marking the re-branding and relaunch of the property as the “Creative Arts Building,” real estate and fine arts blended together at Rockrose Development Corp.’s beaux-arts office building at 300 Park Avenue South on Wednesday evening, signaling the site’s official arrival in Manhattan’s Flatiron District.

Brokers, tenants and art aficionados alike gathered on the fifth floor of the 15-story building for an art show and cocktail reception celebrating the completion of major architectural upgrades and capital improvements to the 1910-era property, including renovations to the lobby, elevators and common areas designed by architecture firm Moed, de Armas & Shannon. In addition, Rockrose also recently installed lighting that illuminates the building’s oversized arched windows at night.

In turn, that combination of art and architecture helped establish a dynamic tenant base, says Rockrose principal Justin Elghanayan.