Situated in the heart of NoHo, 625 Broadway is surrounded by one of Manhattan’s most culturally rich and creatively charged neighborhoods—where art, fashion, and historic architecture intersect. In keeping with the Kaufman Organization’s ongoing vision to embed a building’s identity within its surroundings, the redesigned lobby offers a poetic tribute to NoHo’s layered past and evolving spirit.

At the heart of the space is a feature wall composed of vertically oriented metal fins that cradle a custom lenticular mural by artist Ben Wiseman. As visitors move through the lobby, the artwork subtly shifts, revealing multiple narratives through a changing lens—evoking the historical technique of “turning pictures,” a form of lenticular art dating back to the 16th century. This dynamic interplay of motion and perspective echoes the experience of walking through NoHo itself: a neighborhood where cast-iron facades, punk music origins, and avant-garde expression coexist in ever-changing harmony.

More than an architectural statement, the installation becomes a storytelling device—blending materiality, movement, and memory to create an immersive entry experience. The result is a lobby that not only reflects the visual energy of its context but invites visitors to engage with it again and again, discovering something new with each pass.