As a new-build project in a highly saturated development corridor, Twelve01 West needed a unique point of view. McCaffery knew the building had to go beyond spec and deliver a hospitality-caliber experience that spoke to the creative and tech-driven clientele moving into Fulton Market. The challenge was twofold: create a cohesive brand identity through architectural and visual design, and design an intuitive user journey across lobby, lounge, elevator zones, and rooftop amenities. From visual storytelling to placemaking, the team needed to design not just for people, but through their behavior.
geniant brought a behavioral lens to the design of Twelve01 West’s ground floor and amenity spaces. We helped define how users would flow through the space, where impressions would land, and how the design could communicate both luxury and approachability. Our strategy centered on layering cultural references, like geometric street-art-inspired millwork and brass-accented environmental graphics, into intuitive pathways, signage, and gathering zones. We ensured the Arktura ceiling and Venetian plaster finishes didn’t just look beautiful but aligned with acoustic and lighting needs. On the rooftop, our team shaped a narrative around skyline views and fluid transitions between wellness (locker rooms, gym) and work-life integration (lounge, event deck), aligning the experience to the expectations of Fortune 1000 tenants and their evolving workforce.