After purchasing the building , the Witkoff Group rebranded the building to attempt to attract entertainment and technology companies . In April 2000 , the Venator Group officially moved their headquarters out of the building to 112 West 34th Street . In October 2000 , the company proposed a 2-story addition to the 29th-floor setbacks on the north and south sides of the tower , to be designed by Skidmore , Owings & Merrill , who were also leading the renovation of the building . However , the proposal was unanimously voted down by the Landmarks Preservation Commission . The company unveiled an ambitious plan in November 2000 that would have converted the top 27 floors of the building into 75 condominiums , including a 5-story penthouse . The plan also would have included a new residential lobby on Park Place , a 100-space garage , a 75-seat underground screening room , and a spa in the basement . The developers planned to spend $ 60 to $ 70 million on the conversion and to be ready for occupancy by August 2002 . However , the Landmarks Preservation Commission opposed the plan because it would have required exterior changes to the roof . A version of the plan was eventually approved by the commission . Following the September 11 attacks , and the subsequent collapse of the nearby World Trade Center , the status of the plan was in doubt , and the proposal was later canceled
September 11 attacks
September 11 attacks
Woolworth Building