NEW YORK CITY—Just when the ownership of One World Trade Centerdecided to make a major concession in order to wootenants—after going nearly threeyears without signing a single lease for a private officetenant—the building has landeda new space user.

The Durst Organization has signed KiDS Creative, LLC toa15-year, 34,775-square-foot, full-floorlease on the 87th floor of thebuilding. Headed byfounder and chief creative director Pascal Dangin, KiDS is an adagency that offers a full range of advertising and brand strategyservices. The floor's occupants also will include the photographyand film departments of Dangin's post-production house, Box,including a state-of-the-art theatre for private screenings.

The lease comes just asDurst—in conjunction with itsjoint venture partner, the Port Authority of New York and NewJersey—decided toreduce asking rents on thelower floors in order to stimulate leasing. The 3.1 million-square-foot skyscraper's landlordis cutting asking rents nearly 10% to $69 a square foot for largertenants on the building's middle floors, down from $75 a squarefoot, according to the WallStreet Journal.