Morris Adjmi Architects

Nestled in the heart of Nolita, 368 Broome Street is a jewel-box example of turn-of-the-century craftsmanship, distinguished by an exceptionally ornate brick façade that reflects the artistry and ambition of New York’s early commercial architecture. Originally built as H. Herrmann Furniture, one of New York City’s earliest furniture showrooms, the historic building caught the eye of venture capital firm AlleyCorp, who envisioned a hub of innovation anchored by a lively ground floor to support a vibrant community experience. 

MA’s adaptive reuse approach celebrates the building’s architectural heritage while adapting it for contemporary use. The ornate brick façade is preserved, while the interiors retain original industrial features, including exposed brickwork, cast-iron and wood columns, and exposed wood ceiling joists. AlleyCorp’s signature blue branding provides a unifying color story throughout the spaces, balanced by a restrained palette of honest materials and neutral tones that allows the building’s historic character to remain at the forefront.

In addition to serving as AlleyCorp's new headquarters, several floors serve as tech incubator space for startups, while others accommodate commercial tenants. Together, the workspaces, lush landscaped roof terrace, and vibrant ground-floor restaurant spaces create a flexible environment for daily work, collaboration, and company gatherings. Efficient building systems and envelope upgrades support the project’s LEED Silver certification.

The lobby sets the tone for the interior, pairing brick floor tile that references the building’s façade with warm-white plaster walls and rhythmic black metal fins that frame the client’s digital art.

Reclaimed roof joists, restored and exposed overhead, celebrate the building’s industrial past, while a blackened steel and brass reception desk and undulating tambour screen introduce sculptural elements inspired by its history as a furniture showroom.