About This Project

TAA PR is the agency of record for JBG Smith’s Washington, DC development, North End Shaw. This project has transformed an underdeveloped neighborhood into a trendsetting quadrant that caters to a millennial demographic with cutting-­edge restaurants and boutiques, reminiscent of the industrial-­chic vibe similar to Manhattan’s Meatpacking District.


With The Shay and Atlantic Plumbing mixed-­use retail and residential projects, JBG Smith is spearheading growth and value in Washington, DC’s most sought-­after neighborhood: North End Shaw. DC culture continues to evolve tremendously, with an increasingly cosmopolitan population in search of quality and individuality in all facets of life.


Inundated with constant generic advertising and merchandise for the masses, consumers are seeking escape from their busy lives and aspiring for originality and distinct identity as they select and curate the products that reflect their life-­ styles. More than ever, consumers want a rich experience that runs deeper than the broad norm. They understand that their world is much richer, and they need to be fulfilled and fueled through authentic connections and remarkable goods that respond to this desire.


As the sophisticated urban locale continues to grow, TAA PR works hand in hand with JBG Smith to consistently deliver fresh experiences that run the gamut from floral design workshops for Valentines Day, pop-up tastings featuring some of the city’s best cuisine from award-winning chefs Rob Rubba, Tim Ma and Katsuya Fukushina to singing with the renown Howard University Gospel Choir on the corner of Florida Avenue to even the opportunity to get in the ring with world-champion Sumo wresters from Japan for the National Cherry Blossom Festival.  TAA has facilitated high level media placements including The New York Time, Forbes, The Washington Post and more and conceived and executed highly effective influencers programing for the client.  


TAA PR built the website, manages social media and contributes to the overall marketing efforts of the development.