To attract top-tier creative, tech, and media tenants to their Madison Square portfolio—four pre-war buildings in the Flatiron District—The Kaufman Organization partnered with Design Republic to reimagine the ground floor experience. The objective: create bold, flexible entrances that reflect the individuality of prospective tenants while unifying the brand appeal of the portfolio.

Each lobby is conceived as a dynamic transition from the street to the modern, free-flowing workspaces above. A defining feature across the buildings is a series of custom-designed, illuminated wooden fins. These computer-fabricated, three-dimensional elements shift visually as visitors move through the space, evoking motion and energy. Oversized oil-rubbed steel logos offer a striking moment of brand visibility for tenants, while recessed colored LED lighting infuses each space with warmth and identity.

Elevator experiences are elevated—literally and figuratively—through curated street art spray-painted directly into elevator shafts and made fully visible by transparent, glass-walled elevator cabs. The result is a powerful first impression and a compelling preview of the creative environments above. Completed in 2015, these redesigned lobbies set a new standard for pre-war building transformations in Manhattan’s most competitive leasing market.