Firm synthesizes practical needs with creative design

Real Estate Weekly, Sept 28, 1994

Whether downsizing or expanding, relocating or re-engineering, some of New York's most prestigious companies turn to New York Design Collaborative (NYDC) for design solutions which fulfill their real estate needs.

For example, when Showtime Networks decided to completely "re-engineer" its Finance Department, the entertainment giant tapped NYDC to turn its ground-breaking business plan into a functional reality. The department, which had been organized in a hierarchal system, would now be serviced by employees who would work as cross-functional teams. In order for the new system to work, Showtime's interior design and layout - a series of private offices and individual cubicles - would have to be changed.

"Showtime described their plans and allowed us to put those plans in place - literally," says Bill Buscaglia, NYDC's President and Founder, and a 25-year veteran of the design industry. "We provide design solutions that support a company's day-to-day work patterns and its long-term strategic plan."

In this case, NYDC completely reengineered 20,000 square feet of space into a system of "Pod" formations, a series of circular work stations seating roughly five workers per pod. Each pod would provide an open, equality-oriented work space with a conference table in the center. This way, the workers in each pod can exchange information easily - even meet spontaneously at the center table whenever necessary. Special acoustic and lighting features were designed for comfort and privacy. Since high-tech equipment and power requirements were also major concerns, NYDC created a flexible design based on a powerful infrastructure which would allow room for new computer hook-ups and other changes down the road, as well as the enlargement, reduction, or addition of the pods.

Surprisingly, the new layout, which appears both luxurious and spacious, actually fits 25 percent more people into the same square footage as Showtime's traditional layout.

"Re-engineering the business process necessitated a change in the traditional work place environment," says Jerry Cooper, Showtime's Chief Financial Officer. "Creating the proper design that allows people to work separately, yet facilitate working together as teams was the challenge. The unique working environment that resulted plays an integral role in the success of our new Finance Department and serves as a future model for other groups that adopt the team concept."

Such results, says Buscaglia, are the essence of the NYDC philosophy. "Our mandate is to provide the business community with a responsible approach to the business of design, professional service, and the development of appropriate corporate environments that support and enhance productivity and encourage human excellence," he explains.

Buscaglia and his firm, which now numbers more than 30 professionals, have been gaining a reputation for quality design services based on that philosophy since 1982. As Principal in Charge of Design, he has personally directed the development and delivery of effective design solutions for a wide range of corporate clients, including: SONY, Polo/-Ralph Lauren Corporation, Mabon Securities, Marvel Comics, Chemical Bank, Citicorp/Citibank, Lotus Development Corporation and Ogilvy & Mather Advertising.

"Bill's vision for NYDC enables us to fill a vital need in both the corporate and real estate communities," says Abby Rubenstein, NYDC's Senior Vice President. "We approach design from a business perspective. We balance corporate issues and real estate issues with creative design."

The result: NYDC molds function, technology and aesthetic creativity into a business environment that satisies the client's functional and budgetary requirements, and creates an aesthetic environment that reflects the stature and culture of the overall organization.

NYDC's approach has proven equally profitable for real estate owners and developers. The firm is recognized for the creation and implementation of many successful design-based tenant development programs, supporting and enhancing aggressive leasing campaigns. Among the many prominent real estate owners who have called upon NYDC are Kipp-Stawski Management Group, Jaymont Properties, Principal Financial and KGA&A Corporation.

"We understand the business implications of commercial real estate transactions," Rubenstein explains. "We provide owners and developers with flexible design schemes which enable them to customize their facilities for different users, quickly, efficiently and cost-effectively."

NYDC's insight into the ownership side of real estate also enables the firm to introduce "the owner's perspective" to their planning of design for corporate clients. "We bring an in-depth knowledge of commercial real estate - both physical and financial issues - which has a direct and beneficial impact on the site selection process," Buscaglia says.

"Real estate is just one aspect," Rubenstein adds. "In the end, everything must work to enhance the individual user's day-to-day business, as well as its long-term goals and objectives."