Theory Headquarters and Flagship
Theory’s Corporate Headquarters is housed in a five-story, 60,000 square foot, corner building in Manhattan’s Meatpacking District. The brand's flagship retail store engages with pedestrians at ground level. Activity within the fashion brand's showrooms, workrooms and offices animate the floors above. Connected by a central open stair and open to views into the neighborhood, these spaces assert a polished and distinct brand philosophy while balancing privacy and openness.
Front façade
Store view
Store view
Dressing rooms
Interior space
Executive and showroom areas assert a polished and distinct brand philosophy while balancing privacy and openness.
Conference room
Main showroom
The main showroom flexes to accommodate simultaneous meetings with operable panels, sheer curtains, and movable floor-mounted racks.
Offices look out over the rooftops of the Meatpacking district.
Materials used for the four-story central connecting staircase reflect natural light into the core of the building.
Daylight permeates each floor through woven stainless steel panels that run the entire height of the connecting stair
Central connecting stair
A palette of raw and luxury materials is used throughout the building—precast concrete, polished stainless steel, rough-sawn hickory, honed slate, and leucite.
Light from above illuminates flexible meeting areas at each floor landing.
Custom workstations are tailored to meet the specific needs of designers.
The design of the space communicates a unified branding statement that is inspired by local materials, industry and nightlife.
Exterior at night
Programmable LED up-lights wash window shades with color and light to create a celebratory presence in the neighborhood.
- Location
- New York, New York
- Client
- Theory
- Typology
- Commercial, Workspace, Retail
- Size
- 40,000 SF
- Design Team
- Jonathan Marvel, Guido Hartray, Tim Fryatt, Cat Travers, Martha Bush, Beth O'Neill, Caroline Razook, Edna Echandi, Barrett Feldman, Mike Russo
- Consultants
- Silman (Structural), Thomas Polise Consulting Engineers (MEPFP), L'Observatoire (Arch Lighting), Cerami (Acoustical, AV, IT, Security), CSI (Specifications), Design 2147 (Code/Zoning), XXX (Cost Estimation)
- Awards
- AIA NY State Award of Merit, Interior Design Magazine Best of Year Awards, Office Space Finalist
- Photography Credits
- ©David Sundberg/ESTO
