Theory Headquarters and Flagship

Theory Headquarters and Flagship

Theory Headquarters and Flagship

Theory’s Corporate Headquarters is housed in a five-story 60,000 SF 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.


001_HERO Theory
Front Façade
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Store view
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Store view
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Dressing Rooms
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Interior Space
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Executive and showroom areas assert a polished and distinct brand philosophy while balancing privacy and openness.
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Conference Room
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main showroom
Main showroom flexes to accommodate simultaneous meetings with operable panels, sheer curtains and movable floor-mounted racks.
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Offices look out over the rooftops of the Meatpacking district.
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Materials at the four-story central connecting stair reflect natural light into the core of the building.
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Daylight permeates each floor through a woven stainless steel panels that run the entire height of the connecting stair
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Central connecting stair
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A palette of raw and luxe materials is used throughout the building: precast concrete, polished stainless steel, rough-sawn hickory, honed slate, and lucite.
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Light from above illuminates flexible meeting areas at each floor landing.
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Custom workstations are tailored to meet the specific needs of designers.
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The design of the space communicates a unified branding statement that is inspired by local materials, industry and nightlife.
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Exterior at night
Programmable LED up-lights wash window shades with light to create a celebratory presence in the neighborhood.
Year
2006
Location
Manhattan, New York
Client
Theory
Typology
Commercial, Retail, Workspace
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
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