Balancing Dual Identities in the Heart of Times Square
LOTH partnered with BHDP to bring the 84.51° and Murray’s Cheese New York City office to life. We created a tranquil yet energetic workspace that harmonizes two strong corporate brands in a high-visibility Times Square location. First, we focused on early design collaboration. Then, we managed precise procurement and coordinated strategic installations. As a result, we delivered a refined space that reflects 84.51°’s culture while supporting flexibility, collaboration, and timeless design continuity.
Challenge
LOTH needed to realize BHDP’s vision for a space that balanced two bold brand identities. At the same time, we had to maintain a calm, intentional work environment. However, the high visibility of the Times Square location and long lead times for furniture added complexity. Therefore, seamless coordination, selection, and planning were essential.
Vision
BHDP’s design emphasized natural materials and a neutral, warm palette. Additionally, they integrated brand motifs and flexible common areas to support collaboration and client interaction. As a result, LOTH furnished work zones, open collaboration spaces, meeting rooms, focus areas, respite rooms, and communal areas that reinforced the design language, provided comfort, and enabled flexibility.
Collaboration
We worked closely with BHDP from early in the design process to select furnishings that met aesthetic, budget, durability, and branding goals. Meanwhile, LOTH structured procurement to include alternate options for long-lead items. Also, we collaborated with our New York City Network dealer to schedule precise deliveries and installations. Ultimately, this approach aligned with BHDP’s construction timeline and the constraints of working in a dense urban setting.
Result
The finished 10,000-square-foot office delivers a refined, tranquil environment that still carries the energetic character of 84.51°. Moreover, biophilic touches enhance comfort across flexible common areas. BHDP’s design narrative is reflected in every selection, from furniture and shelving to gathering spaces. Furthermore, LOTH’s performance in procurement and installation helped keep the project on schedule. As a result, the space presents a polished, professional environment for employees, clients, and visitors alike.
Project Team
Project Lead
Andrea Berry
Sr Workplace Consultant
aberry@lothinc.com
Project Designer
Emmy Hitch
Workplace Designer
EHitch@lothinc.com
Project Manager
Angie Woods
Sr. Project Manager
AWoods@lothinc.com
