The former S.S. Kresge World Headquarters in the Cass Corridor is being rebranded to take advantage of its adjacency to the proposed Ilitch entertainment district. Starting next week the block-long building at 2727 Second Ave. will be known as the Block at Cass Park, as its owners launch a new marketing campaign at a time when the neighborhood is seeing a string of sales and investments in properties that had gone unwanted for decades. That surge in interest is due to last month's announcement that Cass Corridor, just north of a rebounding downtown, is the site of a planned 45-block entertainment district, which will be anchored by the new home ice for the Detroit Red Wings. Beyond the new arena, another $200 million of other development - restaurants and other retail, residential, offices, parking garages - is expected. The Block at Cass Park isn't changing ownership. It's been owned for years by a partnership of private owners and Wayne State University, who also manage the facility. That arrangement remains the same. "We had been planning this for a while but when the arena was announced, of course, that was really good news," said Ian Studders, a WSU associate director of leasing and retail services. "We realize it makes us even more attractive."