An attempt by CRM giant Salesforce.com to rename its London HQ “Salesforce Tower” has been kicked out by the City of London after objections from other companies operating in the building.
The US tech giant Salesforce.com had acquired naming rights to the Heron Tower, at 110 Bishopsgate, as part of an expanded tenancy agreement.
Renaming the 46-storey tower, renowned for having Europe’s biggest private aquarium in its reception, would have been a major coup for the firm, which has been on a huge European expansion drive in recent months. Its acquisition spree has seen it buy nine companies during the past year, including ExactTarget.
But plans to rename the building to boost its UK presence were met with criticism from tenants and observers alike. The Planning and Transportation Committee has now confirmed that Salesforce, which occupies 18% of the building, “will not be sufficiently dominant to justify an authorised building name”.
Powa Technologies, a global retail technology specialist headquartered at Heron Tower, was among the tenants at the building to voice their concern at the name change.
Powa founder and chief executive Dan Wagner said: “This is a victory for the City of London and for common sense. The Committee had never before been asked to rename a building for a commercial tenant that was not the sole occupier, and we are pleased that they did not set an unpopular new precedent here.
“This milestone decision will protect the integrity of the City’s landmark buildings. Other businesses will also now be safe from the difficult situation of having the prestige of their offices devalued by being named after another company.”
