Its construction is considered to represent the beginning of revitalization of the city's central business district.

[4][5] The complex is situated on a 12-acre downtown site and comprises a 16-story tower and seven connecting three-story modules sheathed in glass and white enameled aluminum.

[8] The company had historically been located on the Delaware and Raritan Canal in New Brunswick.

The company considered moving its headquarters out of New Brunswick in the 1960s, but decided to stay after city officials promised to revitalize downtown New Brunswick by demolishing old buildings and constructing new ones.

[9][4][5] While New Brunswick lost many historic structures, including the early home of Rutgers University, and most of its historic commercial waterfront to the redevelopment effort, the gentrification did attract people back to New Brunswick.