Hines, the international real estate firm, says the change took place Thursday.
To fill up the some 500,000 sf of space available, the ownership entity, a joint venture between Hines and General Motors Pension Fund, will launch a new advertising and marketing campaign for the property it acquired in 1995.
The campaign will highlight the property's prestigious location, technological infrastructure, environment, flexibility and amenities, and design by the architectural firm of Pei Cobb Freed & Partners, and include the tag line, "Engineered for business. Designed for you."
The firm chose the Sixth Street address -- which is actually a change of address for the building from its original "601 2nd Ave. S."
Sixth Street has become a key street in Downtown Minneapolis, and the name change follows a national trend to name buildings after their street address rather than their marquee tenant.
For instance, another significant downtown Minneapolis building, the Multifoods Tower, will be renamed "33 South Sixth Street" next spring.
"We have a tremendous opportunity, as well as a leasing challenge, ahead of us, and renaming the building is one of the first steps in meeting this challenge," says Bob Pfefferle, Hines' marketing manager.
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