111 N Canal, like many converted loft buildings, faced a dilemma: large floorplates rich in industrial character but challenged by a lack of daylight, obstructive columns, and limited exterior views. Sterling Bay needed to market these floorplates effectively to diverse prospective tenants in a competitive post-pandemic leasing environment. The solution couldn’t rely on neutral staging or cookie-cutter layouts. They needed a design strategy that not only celebrated the quirks of the space, but repositioned them as desirable features—inviting tenants to envision unique, high-touch environments tailored to modern work patterns and emotional engagement.
geniant applied a multi-dimensional strategy rooted in user experience design, environmental storytelling, and visual psychology. On the 3rd floor, where light was limited, the team leaned into the aesthetics of air and openness—pulling active areas inward and framing them with floral installations, sheer drapery, and red velvet banquettes lining a central “runway.” Transparency and egalitarianism guided every gesture, using unexpected materials like corrugated polycarbonate and mesh to create breathable space. On the 10th floor, abundant light enabled us to explore intimacy and tactility—layering velvet, terrazzo, and plaid textures into a hospitality-inspired layout with surprise lounges and an elevated town hall moment centered on a sculptural live-edge table. Across both suites, industrial backdrops were preserved and softened through contrast, giving Sterling Bay a new visual and experiential leasing tool grounded in emotion, discovery, and elegance.