Continuing with their expansion efforts PRIMARY took over four floors of once recording studio near NYC Penn Station. The building, filled with light and character, while beautiful, stood in direct conflict with PRIMARY’s brand identity and desire to create a positive community centered around health and wellness. With facilities in the cellar, 2nd, 3rd, 5th, and 6th floors the approach to wayfinding, community/ gathering areas, and a healthy lifestyle had to be re-address. Capitalizing on the vast amounts of natural light which flood the floor, gathering spaces were moved to the east side of the building and used to create an N/S axis close to the vertical circulation and clustered floor amenities. Floors were then paired together to work in unison and open up space for larger community areas on the 2nd and 6th floors with the 3rd and 5th floors working to support their immediate neighbors. Skylights were reintroduced on the second and third floors, while the second floor roof terrace was restored and turned into a community garden/ sanctuary space.
