ROCHESTER, N.Y. (WROC) — Friday, Innovation Square in Rochester celebrated another business:Tipping Point Communications. The media agency is on the 27th floor. The media agency has been in business for 18 years, but just moved downtown to this mixed-use development for a fresh start… And a rebrand, explains founder Michelle Ashby, turning the company into TPX: "That's all about the intersections of some disciplines we've been cultivating over the past 18 years... and becoming a full-service advertising agency," she says. This is another big get for Innovation Square. Xerox vacated the building in 2018. Gallina Development purchased the building in 2020. One of the first major additions was the renovation and rebranding of the auditorium into the Theater at Innovation Square. Beyond the theater, the building was converted in a mixed-use space, primarily consisting of student housing. The building is at capacity with 400 students, living in one to four bedroom units. The Gallinas tell News 8 there are working to bring in even more commercial tenants — the team promised some announcements soon — and are looking to build a city with in a city. "A market on Saturday mornings. Trying to attract some people, the YMCA does some outdoor yoga and cycling classes to create and bring vibrancy here," said Evan Gallina, partner in the business. "So really working with our partners in the building to create a home… Whether or just live here or just work here."