Theory World Headquarters and Retail Flagship

A standout fixture in Manhattan's bustling Meat Packing District.

The Theory World Headquarters and Retail Flagship in Manhattan's Meat Packing District, designed by Marvel, is a 5-story, 60,000 square foot building embodying a unified branding statement inspired by its surroundings. The ground floor serves as a multi-functional retail flagship, offering a vibrant shopping environment within a 5,600 square foot space enriched with local materials and clever spatial manipulations. Each floor of the headquarters is designed to cater to specific departmental needs, interconnected by a stair allowing light from a rooftop skylight to cascade down. The design underlines flexibility, light, transparency, and collaboration, reinforcing Theory's brand identity and enhancing its presence in both domestic and international retail landscapes.

© David Sundberg Esto

A standout fixture in Manhattan's bustling Meat Packing District.

The Theory World Headquarters and Retail Flagship in Manhattan's Meat Packing District, designed by Marvel, is a 5-story, 60,000 square foot building embodying a unified branding statement inspired by its surroundings. The ground floor serves as a multi-functional retail flagship, offering a vibrant shopping environment within a 5,600 square foot space enriched with local materials and clever spatial manipulations.

Each floor of the headquarters is designed to cater to specific departmental needs, interconnected by a stair allowing light from a rooftop skylight to cascade down. The design underlines flexibility, light, transparency, and collaboration, reinforcing Theory's brand identity and enhancing its presence in both domestic and international retail landscapes.

© David Sundberg Esto
Spatial flexibility at the fifth floor provides different sizes and combinations of showrooms which can be configured for sales meetings, conferences, shoots, design work sessions, trainings and events.
© Marvel

Theory anchors Manhattan’s Meat Packing District with their 5-story, 60,000 square foot interior fit-out at the corner of Gansevoort and Greenwich Streets. The Offices and Showrooms of the World Headquarters occupy the upper floors of the building, identified by the Flagship retail store at street level.

© Marvel
© David Sundberg Esto
Executive and showroom areas assert a polished and distinct brand philosophy while balancing privacy and openness.
© David Sundberg Esto
© David Sundberg Esto
Daylight permeates each floor through woven stainless steel panels that run the entire height of the connecting stair.

Open workstation areas at the center of each floor are organized to encourage collaboration. At the designers’ area, custom workstations which accommodate space to sketch, scan and store samples are clustered to intensify exchange

© Marvel
© David Sundberg Esto
© David Sundberg Esto
© David Sundberg Esto
Materials used for the four-story central connecting staircase reflect natural light into the core of the building.
A palette of raw and luxury materials is used throughout the building—precast concrete, polished stainless steel, rough-sawn hickory, honed slate, and leucite.
© David Sundberg Esto
The Theory Retail Flagship occupies the ground floor or the building. Women’s and Men’s clothing as well as shoes and accessories share the 5,600 square foot space.
© David Sundberg Esto
© David Sundberg Esto
Theory's unified brand expression continues into their first-floor fitting rooms.
Floor fixtures are topped with slabs of Lucite; the allow for hanging just above them.
© David Sundberg Esto
The company’s presence in the District communicates a unified branding statement inspired by the surrounding context and expressed in the palette. Plus,  the internal connecting stair and LED-uplit perimeter window shades unify all floors into a single identity.

A standout fixture in Manhattan's bustling Meat Packing District.

The Theory World Headquarters and Retail Flagship in Manhattan's Meat Packing District, designed by Marvel, is a 5-story, 60,000 square foot building embodying a unified branding statement inspired by its surroundings. The ground floor serves as a multi-functional retail flagship, offering a vibrant shopping environment within a 5,600 square foot space enriched with local materials and clever spatial manipulations. Each floor of the headquarters is designed to cater to specific departmental needs, interconnected by a stair allowing light from a rooftop skylight to cascade down. The design underlines flexibility, light, transparency, and collaboration, reinforcing Theory's brand identity and enhancing its presence in both domestic and international retail landscapes.

THEORY, Flagship Store and Offices
THEORY, Flagship Store and Offices
Spatial flexibility at the fifth floor provides different sizes and combinations of showrooms which can be configured for sales meetings, conferences, shoots, design work sessions, trainings and events.
14 RMA ch14 007

Theory anchors Manhattan’s Meat Packing District with their 5-story, 60,000 square foot interior fit-out at the corner of Gansevoort and Greenwich Streets. The Offices and Showrooms of the World Headquarters occupy the upper floors of the building, identified by the Flagship retail store at street level.

Print
THEORY, Flagship Store and Offices
Executive and showroom areas assert a polished and distinct brand philosophy while balancing privacy and openness.
THEORY, Flagship Store and Offices
Daylight permeates each floor through woven stainless steel panels that run the entire height of the connecting stair.

Theory anchors Manhattan’s Meat Packing District with their 5-story, 60,000 square foot interior fit-out at the corner of Gansevoort and Greenwich Streets. The Offices and Showrooms of the World Headquarters occupy the upper floors of the building, identified by the Flagship retail store at street level.

THEORY, Flagship Store and Offices
THEORY, Flagship Store and Offices
THEORY, Flagship Store and Offices
Materials used for the four-story central connecting staircase reflect natural light into the core of the building.
THEORY, Flagship Store and Offices
A palette of raw and luxury materials is used throughout the building—precast concrete, polished stainless steel, rough-sawn hickory, honed slate, and leucite.
THEORY, Flagship Store and Offices
The Theory Retail Flagship occupies the ground floor or the building. Women’s and Men’s clothing as well as shoes and accessories share the 5,600 square foot space.
THEORY, Flagship Store and Offices
Theory's unified brand expression continues into their first-floor fitting rooms.
THEORY, Flagship Store and Offices
Floor fixtures are topped with slabs of Lucite; the allow for hanging just above them.
THEORY, Flagship Store and Offices
The company’s presence in the District communicates a unified branding statement inspired by the surrounding context and expressed in the palette. Plus,  the internal connecting stair and LED-uplit perimeter window shades unify all floors into a single identity.

Theory World Headquarters and Retail Flagship

A standout fixture in Manhattan's bustling Meat Packing District.

The Theory World Headquarters and Retail Flagship in Manhattan's Meat Packing District, designed by Marvel, is a 5-story, 60,000 square foot building embodying a unified branding statement inspired by its surroundings. The ground floor serves as a multi-functional retail flagship, offering a vibrant shopping environment within a 5,600 square foot space enriched with local materials and clever spatial manipulations. Each floor of the headquarters is designed to cater to specific departmental needs, interconnected by a stair allowing light from a rooftop skylight to cascade down. The design underlines flexibility, light, transparency, and collaboration, reinforcing Theory's brand identity and enhancing its presence in both domestic and international retail landscapes.

© David Sundberg Esto

A standout fixture in Manhattan's bustling Meat Packing District.

The Theory World Headquarters and Retail Flagship in Manhattan's Meat Packing District, designed by Marvel, is a 5-story, 60,000 square foot building embodying a unified branding statement inspired by its surroundings. The ground floor serves as a multi-functional retail flagship, offering a vibrant shopping environment within a 5,600 square foot space enriched with local materials and clever spatial manipulations.

Each floor of the headquarters is designed to cater to specific departmental needs, interconnected by a stair allowing light from a rooftop skylight to cascade down. The design underlines flexibility, light, transparency, and collaboration, reinforcing Theory's brand identity and enhancing its presence in both domestic and international retail landscapes.

© David Sundberg Esto
Spatial flexibility at the fifth floor provides different sizes and combinations of showrooms which can be configured for sales meetings, conferences, shoots, design work sessions, trainings and events.
© Marvel

Theory anchors Manhattan’s Meat Packing District with their 5-story, 60,000 square foot interior fit-out at the corner of Gansevoort and Greenwich Streets. The Offices and Showrooms of the World Headquarters occupy the upper floors of the building, identified by the Flagship retail store at street level.

© Marvel
© David Sundberg Esto
Executive and showroom areas assert a polished and distinct brand philosophy while balancing privacy and openness.
© David Sundberg Esto
© David Sundberg Esto
Daylight permeates each floor through woven stainless steel panels that run the entire height of the connecting stair.

Open workstation areas at the center of each floor are organized to encourage collaboration. At the designers’ area, custom workstations which accommodate space to sketch, scan and store samples are clustered to intensify exchange

© Marvel
© David Sundberg Esto
© David Sundberg Esto
© David Sundberg Esto
Materials used for the four-story central connecting staircase reflect natural light into the core of the building.
A palette of raw and luxury materials is used throughout the building—precast concrete, polished stainless steel, rough-sawn hickory, honed slate, and leucite.
© David Sundberg Esto
The Theory Retail Flagship occupies the ground floor or the building. Women’s and Men’s clothing as well as shoes and accessories share the 5,600 square foot space.
© David Sundberg Esto
© David Sundberg Esto
Theory's unified brand expression continues into their first-floor fitting rooms.
Floor fixtures are topped with slabs of Lucite; the allow for hanging just above them.
© David Sundberg Esto
The company’s presence in the District communicates a unified branding statement inspired by the surrounding context and expressed in the palette. Plus,  the internal connecting stair and LED-uplit perimeter window shades unify all floors into a single identity.

A standout fixture in Manhattan's bustling Meat Packing District.

The Theory World Headquarters and Retail Flagship in Manhattan's Meat Packing District, designed by Marvel, is a 5-story, 60,000 square foot building embodying a unified branding statement inspired by its surroundings. The ground floor serves as a multi-functional retail flagship, offering a vibrant shopping environment within a 5,600 square foot space enriched with local materials and clever spatial manipulations. Each floor of the headquarters is designed to cater to specific departmental needs, interconnected by a stair allowing light from a rooftop skylight to cascade down. The design underlines flexibility, light, transparency, and collaboration, reinforcing Theory's brand identity and enhancing its presence in both domestic and international retail landscapes.

THEORY, Flagship Store and Offices
THEORY, Flagship Store and Offices
Spatial flexibility at the fifth floor provides different sizes and combinations of showrooms which can be configured for sales meetings, conferences, shoots, design work sessions, trainings and events.
14 RMA ch14 007

Theory anchors Manhattan’s Meat Packing District with their 5-story, 60,000 square foot interior fit-out at the corner of Gansevoort and Greenwich Streets. The Offices and Showrooms of the World Headquarters occupy the upper floors of the building, identified by the Flagship retail store at street level.

Print
THEORY, Flagship Store and Offices
Executive and showroom areas assert a polished and distinct brand philosophy while balancing privacy and openness.
THEORY, Flagship Store and Offices
Daylight permeates each floor through woven stainless steel panels that run the entire height of the connecting stair.

Theory anchors Manhattan’s Meat Packing District with their 5-story, 60,000 square foot interior fit-out at the corner of Gansevoort and Greenwich Streets. The Offices and Showrooms of the World Headquarters occupy the upper floors of the building, identified by the Flagship retail store at street level.

THEORY, Flagship Store and Offices
THEORY, Flagship Store and Offices
THEORY, Flagship Store and Offices
Materials used for the four-story central connecting staircase reflect natural light into the core of the building.
THEORY, Flagship Store and Offices
A palette of raw and luxury materials is used throughout the building—precast concrete, polished stainless steel, rough-sawn hickory, honed slate, and leucite.
THEORY, Flagship Store and Offices
The Theory Retail Flagship occupies the ground floor or the building. Women’s and Men’s clothing as well as shoes and accessories share the 5,600 square foot space.
THEORY, Flagship Store and Offices
Theory's unified brand expression continues into their first-floor fitting rooms.
THEORY, Flagship Store and Offices
Floor fixtures are topped with slabs of Lucite; the allow for hanging just above them.
THEORY, Flagship Store and Offices
The company’s presence in the District communicates a unified branding statement inspired by the surrounding context and expressed in the palette. Plus,  the internal connecting stair and LED-uplit perimeter window shades unify all floors into a single identity.

Theory World Headquarters and Retail Flagship

A standout fixture in Manhattan's bustling Meat Packing District.

The Theory World Headquarters and Retail Flagship in Manhattan's Meat Packing District, designed by Marvel, is a 5-story, 60,000 square foot building embodying a unified branding statement inspired by its surroundings. The ground floor serves as a multi-functional retail flagship, offering a vibrant shopping environment within a 5,600 square foot space enriched with local materials and clever spatial manipulations. Each floor of the headquarters is designed to cater to specific departmental needs, interconnected by a stair allowing light from a rooftop skylight to cascade down. The design underlines flexibility, light, transparency, and collaboration, reinforcing Theory's brand identity and enhancing its presence in both domestic and international retail landscapes.

© David Sundberg Esto

A standout fixture in Manhattan's bustling Meat Packing District.

The Theory World Headquarters and Retail Flagship in Manhattan's Meat Packing District, designed by Marvel, is a 5-story, 60,000 square foot building embodying a unified branding statement inspired by its surroundings. The ground floor serves as a multi-functional retail flagship, offering a vibrant shopping environment within a 5,600 square foot space enriched with local materials and clever spatial manipulations.

Each floor of the headquarters is designed to cater to specific departmental needs, interconnected by a stair allowing light from a rooftop skylight to cascade down. The design underlines flexibility, light, transparency, and collaboration, reinforcing Theory's brand identity and enhancing its presence in both domestic and international retail landscapes.

© David Sundberg Esto
Spatial flexibility at the fifth floor provides different sizes and combinations of showrooms which can be configured for sales meetings, conferences, shoots, design work sessions, trainings and events.
© Marvel

Theory anchors Manhattan’s Meat Packing District with their 5-story, 60,000 square foot interior fit-out at the corner of Gansevoort and Greenwich Streets. The Offices and Showrooms of the World Headquarters occupy the upper floors of the building, identified by the Flagship retail store at street level.

© Marvel
© David Sundberg Esto
Executive and showroom areas assert a polished and distinct brand philosophy while balancing privacy and openness.
© David Sundberg Esto
© David Sundberg Esto
Daylight permeates each floor through woven stainless steel panels that run the entire height of the connecting stair.

Open workstation areas at the center of each floor are organized to encourage collaboration. At the designers’ area, custom workstations which accommodate space to sketch, scan and store samples are clustered to intensify exchange

© Marvel
© David Sundberg Esto
© David Sundberg Esto
© David Sundberg Esto
Materials used for the four-story central connecting staircase reflect natural light into the core of the building.
A palette of raw and luxury materials is used throughout the building—precast concrete, polished stainless steel, rough-sawn hickory, honed slate, and leucite.
© David Sundberg Esto
The Theory Retail Flagship occupies the ground floor or the building. Women’s and Men’s clothing as well as shoes and accessories share the 5,600 square foot space.
© David Sundberg Esto
© David Sundberg Esto
Theory's unified brand expression continues into their first-floor fitting rooms.
Floor fixtures are topped with slabs of Lucite; the allow for hanging just above them.
© David Sundberg Esto
The company’s presence in the District communicates a unified branding statement inspired by the surrounding context and expressed in the palette. Plus,  the internal connecting stair and LED-uplit perimeter window shades unify all floors into a single identity.

A standout fixture in Manhattan's bustling Meat Packing District.

The Theory World Headquarters and Retail Flagship in Manhattan's Meat Packing District, designed by Marvel, is a 5-story, 60,000 square foot building embodying a unified branding statement inspired by its surroundings. The ground floor serves as a multi-functional retail flagship, offering a vibrant shopping environment within a 5,600 square foot space enriched with local materials and clever spatial manipulations. Each floor of the headquarters is designed to cater to specific departmental needs, interconnected by a stair allowing light from a rooftop skylight to cascade down. The design underlines flexibility, light, transparency, and collaboration, reinforcing Theory's brand identity and enhancing its presence in both domestic and international retail landscapes.

THEORY, Flagship Store and Offices
THEORY, Flagship Store and Offices
Spatial flexibility at the fifth floor provides different sizes and combinations of showrooms which can be configured for sales meetings, conferences, shoots, design work sessions, trainings and events.
14 RMA ch14 007

Theory anchors Manhattan’s Meat Packing District with their 5-story, 60,000 square foot interior fit-out at the corner of Gansevoort and Greenwich Streets. The Offices and Showrooms of the World Headquarters occupy the upper floors of the building, identified by the Flagship retail store at street level.

Print
THEORY, Flagship Store and Offices
Executive and showroom areas assert a polished and distinct brand philosophy while balancing privacy and openness.
THEORY, Flagship Store and Offices
Daylight permeates each floor through woven stainless steel panels that run the entire height of the connecting stair.

Theory anchors Manhattan’s Meat Packing District with their 5-story, 60,000 square foot interior fit-out at the corner of Gansevoort and Greenwich Streets. The Offices and Showrooms of the World Headquarters occupy the upper floors of the building, identified by the Flagship retail store at street level.

THEORY, Flagship Store and Offices
THEORY, Flagship Store and Offices
THEORY, Flagship Store and Offices
Materials used for the four-story central connecting staircase reflect natural light into the core of the building.
THEORY, Flagship Store and Offices
A palette of raw and luxury materials is used throughout the building—precast concrete, polished stainless steel, rough-sawn hickory, honed slate, and leucite.
THEORY, Flagship Store and Offices
The Theory Retail Flagship occupies the ground floor or the building. Women’s and Men’s clothing as well as shoes and accessories share the 5,600 square foot space.
THEORY, Flagship Store and Offices
Theory's unified brand expression continues into their first-floor fitting rooms.
THEORY, Flagship Store and Offices
Floor fixtures are topped with slabs of Lucite; the allow for hanging just above them.
THEORY, Flagship Store and Offices
The company’s presence in the District communicates a unified branding statement inspired by the surrounding context and expressed in the palette. Plus,  the internal connecting stair and LED-uplit perimeter window shades unify all floors into a single identity.

Location

New York, NY

Client

Theory

Typology

Size

60,000 SF

Design Team

Jonathan Marvel, Guido Hartray, Tim Fryatt, Martha Bush, Cat Travers, Mike Russo, Beth O’Neill, Caroline Razook, Barrett Feldman

Awards

AIA NY State Award of Merit, Interior Design Magazine Best of Year Awards, Office Space Finalist, Interior Design Magazine Cover Story: April 2007

Consultants

David J. Spector & Assoc. Inc. (Owner’s Representative), Polise Consulting Engineers (MEP), Feld Kaminetzky Cohen, PC (Structural), L’Observatoire International (Lighting), TMT Technology Partners, Inc. (IT), Robert A. Hansen Associates (Acoustics), Metropolis Group Inc. (Expediter), Aaron M. Pine (Specifications), M.T. Peters & Associates, Inc. (Cost), David Flatt (Scale Mockups), Van Deusen Associates (Elevator), Brinkman Audio (A/V), Morris Adjmi Architects (Base Building Architect), Hanscomb, Faithful & Gould (CM, Base Building), Silman (Structural Engineer, Base Building), Stanslav Slutsky PE C.E. (MEP Base Building), Ken Smith (Landscape Architect), Charles Blaichman (Developer)