New 42nd Street Studios/The Duke Theater

The New 42nd Street Studios houses 10 floors of rehearsal space for various performing-arts groups, along with the Duke Theater. The rehearsal studios are very simple, understated spaces that the client wanted to counteract with very active corridors. Throughout the building, De Stijl-inspired graphics perform in the space. Identity and directional signage appears on the floors—an idea inspired by the tape marks put down on stages to indicate performers’ positioning. In the elevators, the word “floor” appears inside the car, with the corresponding number positioned at the opening on each level. Doors are painted with strong, simple icons. Billboard-size graphics have moved in from Times Square and taken residence. Typography on the building directory—and in etched mirrored glass on the donor wall—reflects the activity of the building’s performers along with the signage and crowds outside.