The Kaufman Organization is launching a renovations project at its Madison Square Portfolio properties.
The company paid north of $150 million to buy what was a chunk of the Ring Portfolio.
Now they have tapped architecture and design firms, Design Republic and NV Design Architecture (NV/da), to help turn the long-neglected properties in to offices that suit NoMad’s creative, trendy new vibe to attract creative, tech and new media companies.
“Since rebranding the Ring Portfolio to the Madison Square Portfolio, the firm’s goal has been to bring a product to market that resonates with our target audience—tech, new media and creative firms,” said Grant Greenspan, principal of the Kaufman Organization.
“We’ve spared no expense in ensuring that we capture the attention of the companies Kaufman envisions as tenants in these buildings.”
According to Greenspan, when completed in 2015, 19 West 24th Street, 13 West 27th Street, 45 West 27th Street and 119-125 West 24th Street will each boast a series of bold features aimed at capturing the imagination of visitors and tenants.
Each lobby will have a unique design that blends with the NoMad neighborhood vibe, the common theme will center around providing a welcoming space of transition that leads to the contemporary, free flowing workspaces the Kaufman Organization is in the process of constructing on the floors above.
19 West 24th Street, 13 West 27th Street and 45 West 27th Street and 119-125 West 24th Street will each feature glassed elevators revealing custom art or tenant-commissioned branded graffiti and interactive lobby installations.
The new elevators will feature glass panels at the rear of each cab that reveal shafts transformed into canvasses with custom art or branded graffiti.
Tenants will have the opportunity to serve as curators and commission the works of art to be applied at their respective floors.
Lobbies will each feature a series of custom-designed, illuminated, three-dimensional wooden fins that use Computer Numerical Controlled fabrications that create a sense of motion as tenants pass by.
Other lobby features include oversized oil-rubbed textured steel logos displaying each building’s address, recessed colored LED fixtures and poured Terrazzo floors.
119-125 West 24th Street’s public spaces will feature an eco-friendly living wall system and charred wood walls and ceilings that blend with two feature walls — a translucent concrete wall, a light transmitting concrete that distorts images into abstract pieces of art and a long LED floating wall.
Storefront renovations will draw visitors to the 8,502 s/f retail space Kaufman is creating on the ground floor of the building.