Designed and proposed by the firm now known as Kling (designers of Philadelphia's Penn Center and Bell Atlantic Tower), the building would have risen to a height of 1,050 feet (320 m) and 75 stories, making it the tallest building in The United States outside New York and Chicago and with a floor area of , one of the largest in Center City.
The building was designed with an oblate footprint and several setbacks to the top culminating in a spire. Renderings depict it being sheathed in blue glass with studios/media center on the ground level.
A long lived rumor held that the building was being designed with Comcast Corporation, Philadelphia's most high profile corporation, in mind. Such a rumor would have been killed on January 5, 2005, the day Comcast Center was officially launched.