A former Nabisco factory was originally constructed in 1913 by Alert G. Zimmerman and Associates and the previous lobby renovation was in need of modernization. Related’s objectives were to improve visibility, accessibility, and security while also creating a modern design that would be consistent with the building and neighborhood context.

The existing lobby was a veritable wonderland of industrial inspired artworks including a collection of salvaged gas lamps, an elevator wall made up of political badges, and repurposed architectural details.

STUDIOS reinterpreted the lobby with the use of a warm, neutral wooden palette atop the stripped back industrial bones. The materiality guides the tenants and visitors from reception to elevator lobby and lounge with a rotating art gallery which features local artists and is open to the public once a month.

Continuing the refined industrial aesthetic to the new entry storefront, the design team incorporated perforated metal panels above the marquee, reminiscent of the small vault windows in the sidewalks of NYC’s Soho neighborhood. The perforated panels are backlit and provide a warm welcoming glow along 10th Avenue. Sitting just below one of the infamous sky bridges of the industrial meatpacking district, the marquee’s shape angles in parallel with the walkway above.