740 Broadway Lobby

Soho Commercial Lobby NYC Architect Architecture Renovation Renovate Elevecture Glass Custom Digital Display Modular Light Panels

Surround with light

A progressive, future-focused client asked BC—OA to design a complete modernization to this century old lobby utilizing the Elevecture glass panel and display material palette utilized at the Elevecture Showroom. The contrast between the historic facade and contemporary, technologically sophisticated interior reflects the adaptability of historic architecture in New York’s fast paced developing market. The challenge of the design comes from implementing the modular panel system in a wholly different way, which we addressed by incorporating vertical strips of digital displays alternating with columns of white static panels and lighting. The result is a space defined largely by these folding layers wrapping the space, creating an opportunity for the occupant to physically inhabit the graphic content on the walls as they experience a moment of pause in their daily commutes.

DESCRIPTION

SOHO NYC Commercial Lobby Renovation

Client
Newmark Holdings
Status
Completed 2017
Soho Commercial Lobby NYC Architect Architecture Renovation Renovate Elevecture Glass Custom Digital Display Modular Light Panels
White glass columns fold to become suspended LED panels overhead
Soho Commercial Lobby NYC Architect Architecture Renovation Renovate Elevecture Glass Custom Digital Display Modular Light Panels Section Rendering
Section Perspective
Soho Commercial Lobby NYC Architect Architecture Renovation Renovate Elevecture Glass Custom Digital Display Modular Light Panels Reception Integrated Lighting
Digital displays with animated nature scenes extend across column widths, alternating a full nature scene with the pure white columns
Soho Commercial Lobby NYC Architect Architecture Renovation Renovate Elevecture Glass Custom Digital Display Modular Light Panels Plan
Soho Commercial Lobby NYC Architect Architecture Renovation Renovate Elevecture Glass Custom Digital Display Modular Light Panels Reception

the physical limits of this lobby are no longer limited

Soho Commercial Lobby NYC Architect Architecture Renovation Renovate Elevecture Glass Custom Digital Display Modular Light Panels Integrated Lighting