Client
TIMES SQUARE
office that balances vibrant energy with a sophisticated, tranquil environment.
NYC Office Renovation
01 Challenge
As 84.51° expanded their presence in New York City, the company sought a workplace that aligned with its bold, data-driven identity while offering a calm, intentional contrast to the energy of Times Square. The space needed to support meaningful client interactions and foster team collaboration, all while feeling authentic to both 84.51° and Murray’s Cheese—two distinct Kroger subsidiaries sharing the office.
02 Solution
BHDP designed a refined, tranquil environment that reflects the individuality of both brands while fostering connection and focus. A neutral palette and natural materials—like limewash, wood, and greenery—create warmth and balance throughout the space. At its center, a flexible commons with a kitchen and conference room supports tastings, events, and everyday collaboration.
Quick Facts
Location New York City
Size 10,000 SF
Completion Date 2025
03 Results
The 10,000-SF office blends calm, creativity, and purpose, offering a refined client experience and a compelling tool for recruitment. Designed for collaboration and focus, it captures 84.51°’s brand energy while complementing Times Square’s vibrancy. The dual-branded space with Murray’s Cheese feels cohesive, flexible, and future-ready, fueling future growth and innovation.
The main conference room features panoramic views of Times Square.
BHDP's team didn't just design our space—they understood our story and translated it into an environment that truly works for both brands. Their thoughtful integration of our signature spark motif into functional elements like the interchangeable shelving system shows how they think beyond aesthetics to create meaningful, brand-integrated solutions. The result is a 10,000-SF office that feels cohesive and purposeful, perfectly balancing our data-driven energy with the calm focus we needed in Times Square.
Daniela Patterson, Chief Marketing Director at 84.51°
Igniting the Spark
Inspired by 84.51°’s signature spark motif, the experiential graphic design tells a story of how insights are gathered, shaped, and shared. Using horizontal leader lines—graphic elements that represent the flow of information—the design brings movement and meaning into the physical space. One key application transforms these lines into functional shelving with interchangeable photo frames. Shared by 84.51° and Murray’s Cheese, the feature allows each team to display images relevant to their work. The result is a purposeful, brand-integrated element that reinforces 84.51°’s culture of continuous insight.
Balancing Energy with Biophilia
To create a calming contrast to the constant energy of Times Square, greenery was thoughtfully integrated throughout the space. A flexible plant wall in the main conference room—designed to be easily removed, replaced, and maintained—introduces natural texture and warmth without permanence. Eye-catching preserved moss, framed in circular wood accents, adds an organic focal point that softens the environment and reinforces the connection between people and nature.