Rediscovering New York

Tuesday, May 11, 2021
Facebook Live Video from 2021/05/11 - Architectural Projects & New York City Landmarks

Facebook Live Video from 2021/05/11 - Architectural Projects & New York City Landmarks


2021/05/11 - Architectural Projects & New York City Landmarks

[NEW EPISODE] Architectural Projects & New York City Landmarks

On this week’s show we will examine the intersection of architectural design and buildings that have Landmark protection, specifically how architects work with landmark restrictions in their construction and design projects.

My guests will be Wayne Norbeck and Jordan Rogove, co-founders and partners in the architectural firm DXA Studio. And co-hosting this special episode with me will be Rediscovering New York regular and the program’s Special Consultant, David Griffin of Landmark Branding.

Tune in for this fascinating conversation at or watch the Facebook Livestream by clicking here.

Show Notes

Segment 1

To start the show, the topic of New York landmarks was introduced and what goes into designing them. Two of the guests being featured on today’s show are the co-founders and partners of the architectural firm DXA Studio. Their names are Wayne Norbeck and Jordan Rogove who both have years of experience. Today’s co-host is David Griffin who is a New York historian working with Landmark Branding. Next, the background of the guests is questioned along with how they got into their career field. Both of them explain how becoming an architect was a natural choice.They have wanted to become architects since they were young. There are some challenges that go into working with landmark protected places. Wayne explains how a client can be in for quite a learning experience when working on a project if they are not educated about what is permitted and what is not. In the past, clients have wanted to put a 20 story edition on a building which was not allowed. Also, Jordan discusses the importance of making a project authentic and one way of doing that is to take note of the design and style of architecture that matches the others in the area.

Segment 2

After the break, 7 Harrison Street in Tribeca, New York was brought up because that is the first place with landmark protection that was worked on by DXA Studio. When a building has landmark status, it is very challenging to change the appearance of it from the street. At times, Jordan and Wayne have to be careful to ensure that whatever they're building is a contribution instead of a hindrance. When adding additions to buildings, they must make sure no one's windows are being blocked for example. One Hundred Barclay is another project that was worked on by DXA. The building is located near the new World Trade Center. They are responsible for the design of the exterior as well as the interior lobby. The two architects explain how a lot of the process was working with designers in order to illuminate a space in the best way possible.

Segment 3

Next, 827 & 831 Broadway is asked about which used to be a place for artists to produce their work. Many great painters were natives of that location. These buildings are very important to the state culturally. Jordan and Wayne eventually developed a project to create a vertical extension. They wanted to expand on a place that contains so much history, however, the project is currently delayed. Some people are making the case that the project is not appropriate and unnecessary but the two are confident that it will get built in the future.

Segment 4

Landmark branding is a company that provides branding and marketing support for real estate, architecture and design professionals. David works there and ensures that New York is backed. When Jordan and Wayne are assigned a project that involves religious landmarks they do their best to preserve what they find. In the past, they have preserved stained glass windows among others that are still around today. When they were working on the Brooklyn Bridge, they attempted to bring it back to its original look and feel. The project was received well by the public. They were given some great feedback and many people liked the design.


00:00:27.300 --> 00:00:36.480 Jeff Goodman: Hello everyone, welcome to our listeners in the big apple from across the US and around the world i'm Jeff Goodman, and this is rediscovering New York.

00:00:37.050 --> 00:00:42.330 Jeff Goodman: professionally i'm a real estate broker with brown Harris Stevens, but our show is not about real estate.

00:00:42.870 --> 00:00:59.820 Jeff Goodman: rediscovering New York is a weekly program celebrating New York, the texture of the city, its history, the vibe and we do it through interviews with historians local business owners nonprofit organizations preservationists musicians and artists architects and the occasional elected official.

00:01:00.900 --> 00:01:09.510 Jeff Goodman: On some so on some shows we bring an individual New York neighborhood to life we explore its history and its current energy what makes that particular New York neighborhood special.

00:01:10.500 --> 00:01:17.700 Jeff Goodman: On some shows like tonight's we celebrate an interesting and vital color of the city and its history that's not focused on one particular neighborhood.

00:01:18.540 --> 00:01:25.140 Jeff Goodman: On prior episodes we've covered topics as diverse and illuminating as American presidents who came from lived in.

00:01:25.590 --> 00:01:32.520 Jeff Goodman: Where we had some interesting history here in New York, about half of them believe it or not, we've looked at the history of women activists in the women's suffrage movement.

00:01:33.030 --> 00:01:37.560 Jeff Goodman: we've looked at the history of different immigrant communities, including people who were brought here and slaved.

00:01:38.070 --> 00:01:48.600 Jeff Goodman: we've looked at the history of the city's LGBT community and the gay rights movement we've explored bicycles they've been here for more than 200 years and how they became part of new york's life.

00:01:49.110 --> 00:01:57.900 Jeff Goodman: we've looked at the history of punk and opera we've looked at our public library systems New York has three everyone, we have three public library systems, not one and not to.

00:01:58.440 --> 00:02:04.230 Jeff Goodman: We visited the subway we've looked at public art, we visited our greatest train stations and even some of our bridges.

00:02:04.860 --> 00:02:13.740 Jeff Goodman: After the broadcast each show is available on podcast you can hear us on apple spotify Amazon podcasts stitcher Google and other services.

00:02:14.160 --> 00:02:22.680 Jeff Goodman: tonight's one of those special shows it's called architecture and landmarks specifically we're going to speak with two architects.

00:02:23.010 --> 00:02:32.820 Jeff Goodman: and find out how they deal with some of the challenges that are posed, not just with designing things in New York, but how buildings are designed and renovations or plan given.

00:02:33.300 --> 00:02:41.130 Jeff Goodman: The strictures of our famous landmark and preservation Commission which, on one side of the scale is a pain in the butt but on the other, really.

00:02:42.360 --> 00:02:50.340 Jeff Goodman: keeps the physical and cultural heritage of the city intact, and for that we're grateful for most of the work of the landmarks preservation Commission.

00:02:51.630 --> 00:03:03.030 Jeff Goodman: I have two guests and a regular who's going to be my co host tonight my two guests are architects when we're back and Jordan Rocco they are both partners and co founders of dx a studio.

00:03:03.960 --> 00:03:11.130 Jeff Goodman: Wayne leads client relationships and design direction, while overseeing overall project development in the management of the Multi award winning studio.

00:03:11.850 --> 00:03:21.540 Jeff Goodman: With 20 years of experience, he is equally facile at conceiving design solutions for large scale public spaces down to intricate customize and fabrication details.

00:03:22.020 --> 00:03:32.370 Jeff Goodman: Civilians projects include leading the design of the 300,000 square foot maverick residential towers and Chelsea developments in a story in Harlem 170 room hotel in tribeca.

00:03:32.940 --> 00:03:39.240 Jeff Goodman: And nonprofit Community development in Zambia and a performance and artists based development initiative in Detroit among others.

00:03:40.770 --> 00:03:45.660 Jeff Goodman: Jordan has 20 years of experience Jordan rogoff he serves as Co founder of dx say.

00:03:46.170 --> 00:03:57.600 Jeff Goodman: He leads the creative design process managing the studio and guiding projects through complex municipal approval processes, including landmarks Community boards and new york's famous Board of standards and appeals.

00:03:58.620 --> 00:04:02.610 Jeff Goodman: Jordan is also working on the 300,000 square foot maverick project and Chelsea.

00:04:03.150 --> 00:04:11.910 Jeff Goodman: he's working on a 27,000 square foot conversion of the landmark mount pleasant Baptist church on the upper West side into a mixed use building which we're going to talk about tonight.

00:04:12.840 --> 00:04:25.620 Jeff Goodman: A renovation of historic brooklyn brewery a vertical commercial enlargement of a building that's landmark at 831 broadway which we're also going to talk about tonight, and recently completed condominium and prospect heights brooklyn.

00:04:26.760 --> 00:04:38.610 Jeff Goodman: My co host tonight is the show special consultants, my friend, David Griffin David is a lifelong architectural and easiest and he provides creative sales enhancing services for the national real estate community.

00:04:39.240 --> 00:04:47.340 Jeff Goodman: he's the founder and CEO of landmark branding his clients include architects and design firms in addition to developers brokers and marketing companies.

00:04:47.850 --> 00:04:53.310 Jeff Goodman: David hosts a series called room at the top actually he co host sit with Jennifer wells of nascent New York.

00:04:53.730 --> 00:04:58.170 Jeff Goodman: city only ongoing networking series and real estate to future tours of manhattan's greatest buildings.

00:04:58.650 --> 00:05:11.100 Jeff Goodman: David has a great blog it's called every building on fifth the documents every single building on fifth avenue from Washington square right up to where the fifth avenue and set the Harlem river in Harlem and it ends at the Harlem armory that.

00:05:11.130 --> 00:05:12.360 Jeff Goodman: itself is worth visiting.

00:05:12.900 --> 00:05:18.210 Jeff Goodman: david's ready he's appeared in real estate weekly metropolis dwell in the national trust preservation magazine.

00:05:19.020 --> 00:05:30.300 Jeff Goodman: Wayne and Jordan, a hearty welcome to rediscovering New York and David a hearty welcome back it's always good to have you back with the show it's good to be here, yes, absolutely pleasure to.

00:05:30.960 --> 00:05:39.420 David V. Griffin: Welcome, our guests, Jordan and Wayne very interesting material to discuss today and so Jeff do you want to start off with it.

00:05:39.450 --> 00:05:49.350 Jeff Goodman: Sure yeah yeah i'm winning Jordan, I always like to give our listeners a background of our guests and what brought them to the special field that we're going to talk about.

00:05:49.710 --> 00:05:57.840 Jeff Goodman: i'd like to talk for a minute about your respective backgrounds and when each of you decided that you would become architects and this was your calling this is what you would do.

00:05:58.680 --> 00:06:04.500 Jordan Rogove: I first of all thanks for having us tonight it's exciting to be here and talking to you guys.

00:06:05.490 --> 00:06:13.710 Jordan Rogove: i've always felt bad for people that have struggled to find out exactly what they want to do is, I think I knew like a six or seven that I wanted to be an architect.

00:06:14.160 --> 00:06:28.770 Jordan Rogove: happened pretty quickly with like little Star Wars figurines making you know really intricate sets and got into lighting, I drew up plans, so it kind of happened pretty naturally pretty early in my development.

00:06:30.420 --> 00:06:40.800 Wayne Norbeck: yeah and same for me, you know I don't remember actually any other career, that I was considering you know just kind of came about it almost like a four or five just doing.

00:06:41.370 --> 00:06:54.090 Wayne Norbeck: really getting into drawing art and so forth, and then you know, a real interest for creating you know places, you can inhabit and creating the world and so architecture was just a natural choice so.

00:06:56.820 --> 00:07:09.720 David V. Griffin: So what is it like in terms of working with landmark structures, you know as you move forward we're going to be talking up in great detail about certain projects, but do you have a sort of a.

00:07:11.550 --> 00:07:18.150 David V. Griffin: A basic kind of approach for those buildings that you kind of work from okay.

00:07:18.720 --> 00:07:25.260 Jordan Rogove: Whenever we get a landmark project, the first thing we do is just a you know understand the history of that building.

00:07:25.770 --> 00:07:29.370 Jordan Rogove: And the the landmarks preservation Commission has done a really nice job.

00:07:30.030 --> 00:07:41.400 Jordan Rogove: Putting together designation reports on those properties, and so the first step is always understanding what district it's in or if it's an individual landmark and then hitting the books to understand.

00:07:41.910 --> 00:07:58.740 Jordan Rogove: I guess the fungibility of the project oftentimes you'll find out that they're contributing buildings and that there's not a whole lot that can be changed about them and then it really becomes a matter of what are the opportunities to add to this project.

00:08:00.270 --> 00:08:13.620 Jordan Rogove: Is it a vertical enlargement is it new construction so It all starts with really understanding the history and the importance in the contribution that that buildings, making to the history of study okay.

00:08:13.950 --> 00:08:24.330 David V. Griffin: And so, for listeners of the show who are not necessarily familiar with the New York City landmarks preservation Commission, which I think might be quite a few people.

00:08:25.200 --> 00:08:40.860 David V. Griffin: Well i'm not surprised because preservation Commission is a authority run through the city government was founded in 1963 1964 and became fully active in 1964 is a response to the demolition of Pennsylvania station building my mckimmie white.

00:08:43.050 --> 00:08:53.760 David V. Griffin: which was torn down during those years in the face of massive public protest, and so the landmarks preservation Commission was sort of brought into being at that time.

00:08:54.360 --> 00:09:02.610 David V. Griffin: It designated also not only individual landmarks I think the first year there were 50 landmarks have a designated and 1964.

00:09:03.600 --> 00:09:09.270 David V. Griffin: Is they also began to designate historic districts, which was a new thing for many American cities.

00:09:09.840 --> 00:09:21.840 David V. Griffin: I think New York City had some of the earliest historic district codes in the United States outside of charleston savannah and Boston which I think are the three major cities which began to enact those policies privately or.

00:09:22.320 --> 00:09:38.190 David V. Griffin: And so the first district district in New York City was brooklyn heights the second one was sniffing court, a little known district, which was actually in midtown very, very cute collection of small stables, which was preserved and.

00:09:38.790 --> 00:09:42.360 Jeff Goodman: In court David I thought it was the whole West village, but it wasn't it was just different coordinate.

00:09:42.360 --> 00:09:52.320 David V. Griffin: Second part was the second one that was the second one did the the Greenwich village designation actually took place as five separate designations over a 40 year period.

00:09:52.710 --> 00:10:02.790 David V. Griffin: And they're still growing it so that was never one single designation it's something that's been linked up through time Greenwich village is the I think it's the largest.

00:10:04.320 --> 00:10:12.720 David V. Griffin: that's the largest historic districts in Manhattan in terms of the number of buildings, but the largest one in terms of actual size as the upper East side.

00:10:13.080 --> 00:10:21.360 David V. Griffin: The reason why that has quote unquote fewer buildings is because so many of them are large luxurious apartment houses and department stores, so those take up more space.

00:10:21.990 --> 00:10:25.830 David V. Griffin: But they're both gigantic and then the one on the upper West side is also notable to.

00:10:26.370 --> 00:10:33.030 David V. Griffin: And there was, of course, that challenge to grand central they were going to propose to them option that 1968.

00:10:33.420 --> 00:10:40.230 David V. Griffin: And that is the case that went to the supreme court where it's reinforced decided in favor of the city and the landmarks Commission.

00:10:40.590 --> 00:10:49.080 David V. Griffin: And that really kind of gave that body, a lot more authority than the people assume that it had so we've been sort of you know, I think.

00:10:49.470 --> 00:11:01.950 David V. Griffin: The landmarks the preservation of unity, the real estate Community they can and often are the same thing, but there's definitely given take back and forth in you know arguments that arise so just to provide some context for moving forward.

00:11:03.480 --> 00:11:03.780 David V. Griffin: Jeff.

00:11:03.810 --> 00:11:11.490 Jeff Goodman: Gordon and Wayne I am i'd like to ask you, before we get into the specific buildings which i'm really excited to to learn about your work on each of them.

00:11:12.000 --> 00:11:15.960 Jeff Goodman: i'd like to ask you, so a couple of general questions are actually a general question.

00:11:16.350 --> 00:11:27.390 Jeff Goodman: What is some of the the challenges you face generally that you have to deal with when working with buildings that have landmark protection that had been given this protection by the landmark and preservation condition.

00:11:28.530 --> 00:11:38.190 Wayne Norbeck: I think one of the things that makes New York City so unique generally in the zoning is the properties are sort of as it right and.

00:11:39.030 --> 00:11:45.870 Wayne Norbeck: In landmark situations that is not exactly the case so we'll have individual landmarks or landmark districts.

00:11:46.350 --> 00:11:57.270 Wayne Norbeck: And so, when a when a client is purchasing a property one of those districts they're either not exactly sure what they can do with it, especially if there's excess FA or the remaining so.

00:11:57.630 --> 00:12:07.770 Wayne Norbeck: That becomes a quite a challenge because you're you have to educate your client into what the expectations are with landmarks what's kind of reasonably acceptable or as an acceptable over time.

00:12:08.400 --> 00:12:15.240 Wayne Norbeck: And then of course there's a longer sort of approval process that goes with that, and you know the the added dynamics.

00:12:15.720 --> 00:12:27.510 Wayne Norbeck: Community opposition and how that plays into the the the whole process, it can be it can become something where if the client isn't sort of season for that that can be quite a learning experience, so we have to really.

00:12:28.380 --> 00:12:35.550 Wayne Norbeck: kind of walk them through that process and make them aware, so that you know we can keep them on track with their projects.

00:12:35.970 --> 00:12:51.540 Jordan Rogove: yeah I think one of the things that's difficult as being the bearer of bad news any circumstances we get a lot of calls from clients say well we're looking to put a 20 story addition on this little for story, you know gem of a building in the West village we gotta be like nope.

00:12:52.890 --> 00:13:14.100 Jordan Rogove: 20 stories on that building and, more often than not that's kind of the end of the project, but oftentimes we find clever solutions ways to maintain the historical integrity of the building and still get you get our clients what they're looking for in terms of area or value.

00:13:15.210 --> 00:13:24.750 Jordan Rogove: To the property, I think the other big challenge we have with these projects is very frequently it's it's.

00:13:25.410 --> 00:13:35.820 Jordan Rogove: more expensive to restore and renovate a building than it is to build ground up, and so the number of our projects where we have very word and kind of historic.

00:13:36.240 --> 00:13:53.430 Jordan Rogove: fabric, to maintain, we have to do a lot of structural work to hold it in place while there's demolition occurring inside its walls to allow you know new stairs new elevators new circulation and much more.

00:13:54.630 --> 00:14:07.260 Jordan Rogove: Safe and robust structural system to be built, so, so the cost sometimes is a little bit of a challenge and that's something we also have to educate our clients to as well.

00:14:08.010 --> 00:14:16.320 David V. Griffin: In general, what would you say, are some of the opportunities or benefits for working with landmark buildings, the other side of the coin is it or not.

00:14:16.380 --> 00:14:25.860 Jordan Rogove: I mean, I think there's the intellectual side, where it's just the learning about the history different construction technologies.

00:14:26.940 --> 00:14:33.690 Jordan Rogove: And and previous architects, like all the work that they've done and what it's meant to the city, it helps kind of.

00:14:34.710 --> 00:14:43.080 Jordan Rogove: You know, it helps you feel good about what you do as an architect that there's kind of a communication happening between us, as can contemporary.

00:14:44.280 --> 00:14:45.990 Jordan Rogove: or architects in the present.

00:14:47.130 --> 00:14:55.860 Jordan Rogove: Complementing or building upon what what the architects of the past have contributed to the city that is I think that's that's pretty great then there's also.

00:14:56.280 --> 00:15:08.190 Jordan Rogove: You know Wayne and I are always talking about how do we make our project authentic, how do we, how do we make it rooted in in the place that it's built, and I think that understanding.

00:15:08.730 --> 00:15:17.970 Jordan Rogove: A places history and and the architecture that was practiced there, allow us to respond to that and more contemporary way just.

00:15:18.360 --> 00:15:35.640 Jordan Rogove: By virtue of that process, you tend to establish an authenticity, to the architecture that you create so it adds it adds a lot and we've benefited greatly in our in our first 10 years of practice from doing a lot of these projects.

00:15:35.700 --> 00:15:47.100 Wayne Norbeck: yeah to add to that, I think you know, one of the things that's great about it is that you know these these buildings have been landmark the neighborhoods have been landmark because they were have a certain quality so.

00:15:47.550 --> 00:15:53.490 Wayne Norbeck: we're working on these projects you're going to guarantee the opportunity to be able to work with quality materials and to.

00:15:53.940 --> 00:15:59.460 Wayne Norbeck: build things in a way that that sometimes we don't get the opportunity if the budgets are tight so there's.

00:15:59.970 --> 00:16:11.070 Wayne Norbeck: there's not really a way to kind of cheap out on a on this quality level of landmark projects, and I think that's an exciting thing to participate in as an architect to to be able to attain that.

00:16:11.700 --> 00:16:13.500 Jeff Goodman: For another way of putting it is if you're.

00:16:14.640 --> 00:16:17.520 Jeff Goodman: Trying to do it on the cheap dumped by a landmark building yeah.

00:16:18.060 --> 00:16:18.360 yeah.

00:16:19.740 --> 00:16:32.070 Jeff Goodman: we're going to take a short break and when we come back we're going to continue our fascinating conversation with Wayne nor back and Jordan rogoff co founders and partners and dx a studio you're listening to rediscovering New York and we'll be back in a moment.

00:19:27.450 --> 00:19:33.390 Jeff Goodman: we're back and episode 114 on rediscovering New York which i'm calling landmarks and architects.

00:19:33.870 --> 00:19:39.630 Jeff Goodman: Not architecture and landmarks but architects and landmarks because, without architects, we would not have architecture.

00:19:40.020 --> 00:19:55.260 Jeff Goodman: and architects brings so much of their creativity and the personal vision to their projects my guests are away nor back and Jordan rug of their partners and co founders of dx a studio and my co host for this show is David Griffin of landmark branding Wayne and Jordan.

00:19:56.880 --> 00:20:06.990 Jeff Goodman: To say has worked with some of new york's most historic landmark structures What was your first major project on a building that that had landmark status.

00:20:07.350 --> 00:20:14.580 Wayne Norbeck: In the first one, for us, with seven Harrison street in tribeca this was actually our first project as a studio.

00:20:15.390 --> 00:20:26.820 Wayne Norbeck: Back in 2011 when when Jordan I started the office, and so this was a conversion for mercer cheese warehouse into luxury residential condominiums and.

00:20:27.750 --> 00:20:36.030 Wayne Norbeck: You know, in addition to restoring the facade we we were able to get a full sort of glass penthouse up on top of the building.

00:20:36.600 --> 00:20:41.340 Wayne Norbeck: And a really interesting story because it's we were able to do that because it was completely out of view.

00:20:42.330 --> 00:20:56.070 Wayne Norbeck: But that was a great process for us, we were lucky enough to get the project through the approval process and in one presentation and it really started off our our kind of careers in this level of expertise on on landmarks projects.

00:20:56.760 --> 00:21:04.740 Jeff Goodman: And to our listeners who don't know when a building is landmarked it's very difficult to change the look of a building from the street, so if you want to build up.

00:21:05.220 --> 00:21:12.840 Jeff Goodman: From street level, it has to look the same as when the landmark and preservation Commission brought their gavel down and said that it is a landmark.

00:21:14.340 --> 00:21:19.620 David V. Griffin: And there is a very important factor, of course, dealing with landmark buildings and that's working with.

00:21:20.550 --> 00:21:29.370 David V. Griffin: Whereas some people in business might say, dealing with local communities and leaders of those communities preservationist Community boards, etc.

00:21:30.270 --> 00:21:39.210 David V. Griffin: In general, have you thought, have you faced like what you would consider a lot of opposition, for your projects you feel that you maintain a very good dialogue with people from the get go.

00:21:39.510 --> 00:21:47.190 David V. Griffin: Have there been unexpected challenges in terms of communication in terms of specific audiences, for your message I think.

00:21:47.310 --> 00:22:05.040 Jordan Rogove: Our work has been really well received there's been a few exceptions, where there's been a lot of opposition to for the most part it's been it's been well received, I think we had a string of about six or seven unanimous first time approvals that lpc which was really rare.

00:22:06.390 --> 00:22:10.080 Jordan Rogove: For a number of projects when we have received opposition.

00:22:11.190 --> 00:22:29.550 Jordan Rogove: it's oftentimes been you know there's been kind of a subplot to it right ulterior motives, whether it's whatever we're creating is blocking somebody's view or windows or they're worried about more people kind of moving into the neighborhood it's seldom has to do with really.

00:22:30.990 --> 00:22:39.000 Jordan Rogove: You issues that are part of the landmarks review process or consideration like what's within their purview, and that is the.

00:22:39.300 --> 00:22:50.820 Jordan Rogove: argument of of what we're creating is it appropriate, is it an appropriate contribution or or a new kind of contributing element to a otherwise preserved neighborhood.

00:22:51.540 --> 00:23:03.600 Jordan Rogove: So the opposition is really coming to form of again like erecting a portion of a building that covers some lot line windows, which are not kind of legally entitled to the neighbors.

00:23:04.110 --> 00:23:11.010 Jordan Rogove: And so those those types of things we do engage the Community very frequently when we go to.

00:23:11.910 --> 00:23:19.410 Jordan Rogove: The landmarks preservation permission just by virtue of that process those doors don't open until you go to the local community board.

00:23:19.920 --> 00:23:35.460 Jordan Rogove: and meet with their landmarks Committee, and so we we've had a lot of experience, going to those committees and had a lot of success with them, but there are there are some people that are very Nimby they don't want to see, they don't want to see new things built.

00:23:36.750 --> 00:23:42.180 Jordan Rogove: there's going to be a sense of in your neighborhood I think a fear of change from a lot of people.

00:23:43.200 --> 00:23:53.280 Jordan Rogove: But, more often than not, when we present and we work with communities there eventually won over by thoughtful design and realize that what we're doing is.

00:23:54.210 --> 00:24:12.120 Jordan Rogove: Is is is a kind of good thoughtful way of creating kind of value for the next generation we can't remain static is a city we're going to keep evolving we're going to keep changing more people are going to move to New York and so we've got a good fun room for everybody.

00:24:12.420 --> 00:24:18.030 Wayne Norbeck: And, and sometimes those interactions actually make quite a big impact on the design, we work on a project.

00:24:18.930 --> 00:24:31.740 Wayne Norbeck: One or two green street, and so, and there were some some folks from the Community board that that pushed us to really emphasize kind of beautiful steel door that had been created by the artist William tar.

00:24:32.430 --> 00:24:45.030 Wayne Norbeck: And and through that that dialogue with the Community board and then ultimately with landmarks we ended up altering the design and making that the sort of front and Center feature, the way that you actually walk in and out of the building.

00:24:45.690 --> 00:24:50.910 Wayne Norbeck: And that that was a great positive kind of exchange for us that that really helped the project.

00:24:52.050 --> 00:24:52.920 Jeff Goodman: I guess you a.

00:24:53.520 --> 00:25:05.460 Jeff Goodman: granular professional question do most architects work with and deal with Community boards, the same way you guys do or do you find that that there are differences in the way that that architects try to.

00:25:06.540 --> 00:25:07.890 Jeff Goodman: get their plans across.

00:25:08.880 --> 00:25:11.430 Jordan Rogove: I think I think a lot of them do.

00:25:12.450 --> 00:25:26.460 Jordan Rogove: You know there's there's a requirement to go into landmarks, but we are going to Community boards in order to get to landmarks to public hearing, but we kind of take it to the next level will do the Community Board will come back.

00:25:27.870 --> 00:25:31.740 Jordan Rogove: Even though that that's not required we've done that many times there's also.

00:25:33.060 --> 00:25:42.090 Jordan Rogove: there's organizations like the the Greenwich village historic preservation society landmarks West and and other groups that are fighting.

00:25:42.960 --> 00:25:58.110 Jordan Rogove: To preserve parts of their districts and we frequently engage them, so I think a lot of architects do that maybe not all of them do as much as we do to to have those conversations and dwayne's point I couldn't agree more.

00:25:59.160 --> 00:26:10.980 Jordan Rogove: There have been a lot of circumstances where our project has been dramatically improved by by input from landmarks preservation Commission and some of the landmarks organizations that we talked to you.

00:26:11.970 --> 00:26:21.570 Jordan Rogove: Sometimes you stop seeing what's in front of you, and it takes other sets of eyes and kind of common commentary and and such a such a.

00:26:22.650 --> 00:26:28.290 Jordan Rogove: process with scrutiny to really see opportunities that you might not have otherwise seen.

00:26:30.450 --> 00:26:37.020 David V. Griffin: Moving on, into specific projects we'd like to start talking about some of the buildings that you've worked on.

00:26:37.770 --> 00:26:46.260 David V. Griffin: The lobby of 100 Barclay, for example, that's a building for people aren't familiar with the location that's directly across from the New World Trade Center.

00:26:46.830 --> 00:26:52.770 David V. Griffin: One of the largest skyscrapers constructed up it's time and the first building that we would consider art DECO.

00:26:53.250 --> 00:27:09.750 David V. Griffin: In New York City it's fantastic example of it very, very early 1922 1928 I think was the design it's also one of new york's cities relatively few interior landmarks there are only about 200 interior landmarks and all of New York City at this time.

00:27:10.770 --> 00:27:15.960 David V. Griffin: The architect, of course, was Ralph Walker, who was a major proponent of a type of Expressionist.

00:27:16.350 --> 00:27:26.070 David V. Griffin: architecture that that sort of evolved into American art DECO We work very closely with numerous sort of telephone companies to develop specific types of buildings for them.

00:27:26.580 --> 00:27:39.540 David V. Griffin: um, can you tell us a little bit about that project what you did, and whether the guidelines were particularly sort of detail why it is this was an interior and there were a lot of sort of more fragile surfaces, I imagine, to kind of consider.

00:27:40.110 --> 00:27:49.980 Jordan Rogove: Well raph Walker was also known it's somebody that until we moved to New York didn't know too much about, but he was considered the architect of the century.

00:27:50.340 --> 00:27:58.740 Jordan Rogove: Yes, hey and it's somebody that you don't learn about in school, but you really should he was the creator of like American art DECO.

00:28:00.090 --> 00:28:10.800 Jordan Rogove: And and 100 Barclay actually is, is a full landmark like the individual landmark the entire entirety of the building, so we did all the exterior.

00:28:11.880 --> 00:28:33.810 Jordan Rogove: You know design work as well for the restoration and as well as the interior lobby but frankly the design was so good back when they built it that there wasn't a whole lot that we needed to do to improve it like each one of these projects takes kind of a different approach to to.

00:28:34.980 --> 00:28:48.390 Jordan Rogove: to renovate them right and in this one, it was very delicate hand on our part there's not a whole lot that you see it was more an enhancement of everything that was already there so with the lobby.

00:28:49.470 --> 00:28:55.290 Jordan Rogove: You know, after September 11 did significant damage, as did hurricane sandy.

00:28:56.460 --> 00:29:03.090 Jordan Rogove: And so, a lot of restoration happened that preceded us a lot of other great architects have worked on the building.

00:29:04.050 --> 00:29:20.040 Jordan Rogove: So, for us it was just really coming in working with lighting designer illuminating the space in a way that it hasn't been since the austerity days of the 1970s when they removed a lot of the lights and covered up windows and so just bringing back a lot of that original vision.

00:29:21.510 --> 00:29:31.680 Jordan Rogove: And, and then trying to find a clever way for the operations of verizon still attendant and lower 10 stories of the building.

00:29:33.090 --> 00:29:45.210 Jordan Rogove: To remain there, while you have a residential tendency happening, so we have bifurcated lobby with the with a grill based on the geometry.

00:29:45.660 --> 00:30:03.390 Jordan Rogove: of a lot of the ornament that rob Walker used throughout the project, and so we kind of it was kind of a homage to him that the new really was based on the composition and his kind of rationale or logic applied to to the building the 1920s.

00:30:06.630 --> 00:30:15.480 Jeff Goodman: or right we're gonna take a short break and when we come back we're going to look at some of the other buildings that Wayne and Jordan has been working on.

00:30:17.040 --> 00:30:23.130 Jeff Goodman: you're listening to rediscovering New York in our special episode on architects and landmarks will be back in a moment.

00:30:24.390 --> 00:30:26.610 Jeff Goodman: Listening to radio.

00:30:26.790 --> 00:30:27.540 nyc.

00:33:13.950 --> 00:33:17.100 Jeff Goodman: oops I thought I was unmuted there little technical difficulty we're back.

00:33:18.120 --> 00:33:23.820 Jeff Goodman: Support for the program comes from our sponsors Christopher Pappas mortgage specialist at TD bank.

00:33:24.420 --> 00:33:34.110 Jeff Goodman: To find out how Chris can help with all your residential home mortgage needs and Taylor mortgages that's right for you please call Chris at 203-512-3918.

00:33:34.980 --> 00:33:42.120 Jeff Goodman: and support also comes from the law offices of Thomas cx focusing on wills estate planning probate and inheritance litigation.

00:33:42.720 --> 00:33:54.180 Jeff Goodman: Tom and his staff can be reached at 212-495-0317 you can like to show on Facebook and you can follow me on instagram and Twitter my handle on all three or Jeff Goodman nyc.

00:33:54.810 --> 00:34:01.800 Jeff Goodman: If you have comments or questions or if you'd like to get on our mailing list you can email me Jeff at rediscovering New York nyc.

00:34:02.790 --> 00:34:08.820 Jeff Goodman: One of the note before we get off on the second half of the show, even though rediscovering New York is not a show about real estate.

00:34:09.450 --> 00:34:15.390 Jeff Goodman: When i'm not on the air, I am D to real estate agent now are amazing city where I help my clients buy and sell lease and rent property.

00:34:15.960 --> 00:34:21.720 Jeff Goodman: If you or someone you care about is considering a move into out of within New York and especially into landmark buildings.

00:34:22.170 --> 00:34:29.700 Jeff Goodman: I would love to help you with all those real estate needs, you can reach me and my team at 646-306-4761.

00:34:30.480 --> 00:34:40.410 Jeff Goodman: Well, our guests tonight are way more back and Jordan rogoff of dx a studio guys if we have any of our listeners who want to get in touch with you and find out more about to say how can they do that.

00:34:42.690 --> 00:34:48.000 Jordan Rogove: They can they can check us out on our website, which is dx a studio.

00:34:51.720 --> 00:34:55.650 Jeff Goodman: And do you have a phone number contact as well, in case people like the old fashioned way to reach out to you.

00:34:56.160 --> 00:35:07.500 Wayne Norbeck: yeah, so there are four numbers 212-874-0567 and our emails ws tx a studio COM and also jr at the studio.

00:35:09.240 --> 00:35:28.290 Jeff Goodman: Oh great guys i'd like to ask you about another project you're working on, and this actually might be a monumental one 827 and 831 broadway before we talk about what you're doing with it let's talk about why it was landmark how how did a 31 and getting to be a landmark.

00:35:29.190 --> 00:35:44.850 Jordan Rogove: So our client purchased the property with the with the buildings history of unbeknownst to him, and at that time it wasn't designated However, there were a number of.

00:35:46.140 --> 00:35:52.320 Jordan Rogove: groups, including Greenwich village historic preservation society that were interested in preserving it.

00:35:53.760 --> 00:35:59.520 Jordan Rogove: And I think the New York Times ended up doing a an editorial on it and that kind of triggered.

00:36:00.960 --> 00:36:08.640 Jordan Rogove: A reconsideration by landmarks to actually designated as an individual landmark that area.

00:36:09.780 --> 00:36:18.600 Jordan Rogove: Which is on 12th street and broadway just south of Union square is not a historic district, although there's been a lot of.

00:36:19.830 --> 00:36:24.090 Jordan Rogove: there's been a lot of determination by people in that neighborhood to make it one.

00:36:25.650 --> 00:36:28.470 Jordan Rogove: That today, it does not remain one so.

00:36:29.850 --> 00:36:41.130 Jordan Rogove: So what happened was the reconsideration limericks preservation Commission really focused on the cultural significance of the site and, most of us have walked by that.

00:36:41.400 --> 00:36:50.430 Jordan Rogove: Building many times in our lives and had no idea what happened there, but it was actually the studio of willing de kooning and a number of the other edx.

00:36:51.030 --> 00:36:58.920 Jordan Rogove: Artists abstract expressionists, and so the abstract Expressionist movement was was really the first time in New York city's history.

00:36:59.280 --> 00:37:07.140 Jordan Rogove: That it was seen as a cultural capital, you had World War Two happening, he had artists coming over to the States and.

00:37:07.710 --> 00:37:17.520 Jordan Rogove: and work not coming out of Europe any longer, and so you had this kind of cohort that develops in this area, and this is kind of the epicenter of it 831 broadway.

00:37:18.060 --> 00:37:38.700 Jordan Rogove: Of these, artists, developing a new, art form and so that more than the architecture really perpetuated the conversation, however Griffith Thomas was the the architect and very well known for a number of other projects, however, this was this was not seem to be anything.

00:37:39.900 --> 00:37:50.130 Jordan Rogove: really worthy of an individual designation, however, when you couple that with the fact that it was so important, culturally and historically for the city that.

00:37:51.090 --> 00:38:05.370 Jordan Rogove: That it kind of got rolled into one and was designated so our clients demolition permit to take the building down and build a 300 foot tower was rescinded and we were brought into the fray to help navigate the process.

00:38:06.510 --> 00:38:10.980 Jeff Goodman: So what do you actually what have you designed to go on top of this building.

00:38:12.060 --> 00:38:21.840 Jordan Rogove: So I You know, as I mentioned that we've all walked by this building without knowing just you know how important what happened inside the magic that happened inside its walls.

00:38:22.470 --> 00:38:29.820 Jordan Rogove: was and how significant was to New York city's ascendance to you know cultural capital of the world.

00:38:30.570 --> 00:38:36.510 Jordan Rogove: So we felt that, with all of the additional area that they were going to use to put into a high rise, that we could.

00:38:37.230 --> 00:38:48.660 Jordan Rogove: We could do a vertical enlargement, like a little addition on top of it, that would be visible in a way we pronounce a little bit about what happened inside the building so.

00:38:49.980 --> 00:38:52.230 Jordan Rogove: We decided to draw upon.

00:38:53.280 --> 00:39:00.960 Jordan Rogove: The the the work of the artists that were there, and really try to find a you know, an architectural homage.

00:39:01.620 --> 00:39:11.340 Jordan Rogove: To painters so it's a it's a you know it's it's a dangerous territory, trying to bridge the worlds of architecture and arts and everyone has an opinion about this sort of thing.

00:39:11.700 --> 00:39:21.570 Jordan Rogove: But we, but we took their work and tried to find these common themes among these really kind of seemingly disparate artists and we found this idea.

00:39:21.930 --> 00:39:32.760 Jordan Rogove: of looking at the world in a totally different way, taking mediums like paint and using it in a way that nobody's used before to express emotions and.

00:39:33.180 --> 00:39:42.450 Jordan Rogove: And kind of dynamic qualities and what's more dynamic than like Union Square and all the activity that happens there, so we we looked at doing kind of a reflective.

00:39:44.040 --> 00:39:58.470 Jordan Rogove: Vertical enlargement or addition First it was kind of fractured glass that read composed all of the scenery on an activity around and and kind of presented a curated view.

00:39:59.250 --> 00:40:11.670 Jordan Rogove: That we felt was was kind of like evocative of some of the painters work and then ultimately landmarks felt that that was a little too avant garde and perhaps not tied in enough to the.

00:40:12.780 --> 00:40:18.990 Jordan Rogove: Existing building that we should come back with more balanced approach which we did, and ultimately got it approved.

00:40:19.530 --> 00:40:36.870 Jordan Rogove: And that was to actually look at distorting the the elevation of the existing the Griffith Thomas building and doing so with slumped glass, so we got a lot of the same kind of qualities of the initial design, but it related much more to the architecture and the.

00:40:37.920 --> 00:40:43.710 Jordan Rogove: That kind of hierarchy of the of the facade below there's a nice balance of considerations there.

00:40:44.040 --> 00:40:56.010 Jordan Rogove: And so it's very ambitious it's pushing the envelope, and what you can do with glass it's like nine foot by 12 foot pieces of slumped glass that are reflective so it's pretty wild we're really excited about it.

00:40:56.730 --> 00:41:02.010 Jeff Goodman: where's the project now, and is there a time frame of when construction might start on on it.

00:41:02.400 --> 00:41:18.180 Jordan Rogove: I think there's a good chance that the pandemic didn't happen that we'd be under construction now, but I think one thing that pandemic has really laid bare is is you know commercial commercial property.

00:41:19.710 --> 00:41:28.080 Jordan Rogove: Issues just trying to understand what what the true value is in the city there's kind of a recalibration happening so where the project is right now is.

00:41:28.890 --> 00:41:43.380 Jordan Rogove: You know I think there's a change of ownership happening, and then I think there's a little bit of a waiting period to see just how the market shakes out but we've got every confidence that it will get built when things kind of get restored back to normal, a little bit.

00:41:47.190 --> 00:41:58.170 David V. Griffin: So let's talk about a building that you're designing in the tribeca East historic district, which also has many cast iron buildings in this case the building is 14 white street.

00:41:58.890 --> 00:42:13.440 David V. Griffin: Can you talk a little bit in to start about what a new build and a historic district actually sort of entails in terms of you know what kind of satisfaction, you have to give to the lpc to the Community board itself and so forth.

00:42:14.400 --> 00:42:22.770 Jordan Rogove: yeah that's a you know we've talked so far about more restoration projects and then addition projects, so this is kind of a whole different ballgame.

00:42:23.430 --> 00:42:39.390 Jordan Rogove: doing a ground up project so for this project it's on a triangular shaped parking lot in in in tribeca across from the roxy hotel and the.

00:42:40.380 --> 00:42:51.810 Jordan Rogove: argument really focused on the fact that sixth avenue was kind of cut through the neighborhood you had a grid, and then the this like massive intrusion came through.

00:42:52.230 --> 00:43:02.760 Jordan Rogove: and change the dynamic of kind of street life there, though, that angled kind of cut that happens really became the basis of the design.

00:43:03.840 --> 00:43:18.360 Jordan Rogove: And we kind of tried to synthesize that with the consideration of you know, this being in a lot of ways, the birthplace of cast iron architecture and caster and architecture with James go goddess 1960s.

00:43:19.500 --> 00:43:26.100 Jordan Rogove: was like this innovative thing it's a way to save a lot of money, everybody wants marble facades but they don't want to pay for it, so we're just going to.

00:43:26.490 --> 00:43:36.060 Jordan Rogove: do this at a really junk metal cast it painted make it look like stone and so that was really one of the most innovative kind of metal facade systems.

00:43:36.240 --> 00:43:37.110 David V. Griffin: ever created.

00:43:37.590 --> 00:43:54.930 Jordan Rogove: And so we thought what where are we today, you know some you know hundred and 60 years later, where are we today when it comes to that type of innovation and we started looking at rain screen systems building an energy recovery units or passive.

00:43:56.190 --> 00:44:07.590 Jordan Rogove: You know system mechanical system for the building and really try to use this cutting it cutting edge technology to communicate with the cutting edge technology of yesteryear.

00:44:08.730 --> 00:44:22.680 Jordan Rogove: And we looked at a metal envelope system that can be done with with with you know fine metals like like brass and bronze ones that will age over time and kind of patents.

00:44:23.640 --> 00:44:24.180 David V. Griffin: All.

00:44:24.570 --> 00:44:33.480 Jordan Rogove: we'd love that idea that ability kind of changes over time grows wiser kind of soaks up its environment becomes something else.

00:44:34.440 --> 00:44:39.030 Jordan Rogove: So that was really exciting and then taking the technology that we use to fabricate the system.

00:44:39.750 --> 00:44:51.390 Jordan Rogove: Taking the line work from our CAD drawings, the vector eyes lines that we used to design with and that becomes the kind of decorative layer that that's actually described in.

00:44:52.080 --> 00:45:00.210 Jordan Rogove: To the facade because there's so much decoration the cast iron architecture, but here we have a record of how the buildings built which we thought was pretty exciting so there's a lot of.

00:45:00.510 --> 00:45:14.760 Jordan Rogove: kind of storytelling in the design and I think that's what led to the success and getting getting an approval we got all kinds of awards for the design and landmarks was very complimentary things, one of the better designs they've they've ever seen.

00:45:15.870 --> 00:45:23.130 Jordan Rogove: And I think that's that's part of it is there's when you're trying to establish why of building is appropriate in a neighborhood.

00:45:24.180 --> 00:45:39.180 Jordan Rogove: You got to have a reason for it and it's gotta be it's gotta be based on something and the neighborhood has a lot of cues that you can listen to to help craft that narrative and make the case for for its appropriately alright.

00:45:39.810 --> 00:45:48.750 Jeff Goodman: Alright we're going to take another short break and when we come back we're going to continue our conversation with architects, we were back and Jordan rogoff will be back in a moment.

00:48:03.690 --> 00:48:09.630 Jeff Goodman: we're back and you're back to rediscovering New York and episode 114 on architects and landmarks.

00:48:09.960 --> 00:48:15.870 Jeff Goodman: My guests are Wayne nor back and Jordan rogoff of gx a studio both founders and partners in the firm.

00:48:16.200 --> 00:48:27.720 Jeff Goodman: And my co host tonight is David Griffin of landmark branding David you want to talk for a minute about landmark branding and what we do it seems kind of spot on if we're talking about landmarks what does landmark branding do exactly.

00:48:27.960 --> 00:48:37.230 David V. Griffin: Well Jeff I provide creative marketing support to the owners and builders of architecturally distinguished buildings in New York City and nationwide.

00:48:37.680 --> 00:48:45.930 David V. Griffin: I work with brokers, but also with architects and designers and developers to create things like building profiles of VIP tours.

00:48:46.470 --> 00:48:57.780 David V. Griffin: presentations about architecture about neighborhoods I do a series of special talks that i'm developing with the New York adventure club on global architecture both kind of trends and history.

00:48:58.380 --> 00:49:05.730 David V. Griffin: We already mentioned my blog every building on faith which i'm very proud of it's a capsule history of every single building on fifth avenue, along with a.

00:49:06.210 --> 00:49:17.550 David V. Griffin: Usually crummy photograph taken by myself, but it is a record of fifth avenue from the Washington square Archer all the way up to the Harlem armory, which is one of new york's really great unsung art DECO masterpieces.

00:49:18.390 --> 00:49:25.530 David V. Griffin: As you also mentioned the nascent are towards that i've been doing the chat for wallace we're hoping to kind of get back to those posts coven where we're able to take.

00:49:26.100 --> 00:49:33.570 David V. Griffin: professionals from the real estate, but also other professional sort of spheres bring them together and talk to them about the importance.

00:49:33.900 --> 00:49:52.380 David V. Griffin: of architecture design public space and public art as economic engines as ways to kind of keep the city alive and growing, as it were, so i'm working on a book proposal on the history of the penthouse as an architectural type and looking forward to continuing our radio discussions.

00:49:53.160 --> 00:50:01.200 Jeff Goodman: And I have to add it's great having you as a special consultant on my show and even better when you're on the air thanks for co hosting this episode with me tonight.

00:50:02.310 --> 00:50:11.490 Jeff Goodman: Wayne and Jordan let's move to the upper West side on West TV frustrate between Columbus and Amsterdam, a project that you're working on with the Mount pleasant Baptist church.

00:50:12.030 --> 00:50:20.700 Jeff Goodman: it's an example of what I find in the real estate industry as an increasingly common type of project that's of converting or reimagining religious buildings.

00:50:21.450 --> 00:50:26.490 Jeff Goodman: I don't know, maybe religions going a little out and the demand for condos and commercial space has been going up.

00:50:27.420 --> 00:50:37.020 Jeff Goodman: Converting or reimagining religious structures into more diverse use has been going on for quite some time, but not all religious structures are landmark.

00:50:37.740 --> 00:50:48.030 Jeff Goodman: The mount pleasant Baptist Church is a landmark, are there any particular challenges dealing with a religious structure that's landmark versus a structure that's landmark that's not a House of worship.

00:50:52.170 --> 00:50:55.410 Jeff Goodman: I I know it's a tough question but I like that stuff questions from.

00:50:55.680 --> 00:51:00.480 Jordan Rogove: yeah no I don't think, so I think what makes the religious structures.

00:51:01.980 --> 00:51:15.660 Jordan Rogove: Specifically challenging is usually longer span right there like large sanctuary spaces and so structurally there's some challenges there and then there's the kind of artifacts of of their lives as.

00:51:16.650 --> 00:51:27.480 Jordan Rogove: As religious institutions right there's stained glass there's oftentimes some really beautiful ornate woodwork that accompany interiors and so.

00:51:27.960 --> 00:51:40.080 Jordan Rogove: there's a complexity to kind of the salvage kind of replacement renovation dynamic that happens with them that that doesn't happen with most other buildings and so.

00:51:40.470 --> 00:51:51.840 David V. Griffin: Speaking of the salvage I was reading about one of your projects where you did salvage I believe it was this one you salvage incorporated some of the stained glass windows, but not necessarily all of them.

00:51:52.200 --> 00:52:02.190 David V. Griffin: When you realize that a historic detail might have some value but not really a place in the completed renovation, do you make any kind of suggestions to the developer owner about.

00:52:02.730 --> 00:52:11.490 David V. Griffin: Where they could be dispersed reused, you know sold itself and so forth, in terms of salvaging the work as a work always.

00:52:11.580 --> 00:52:25.770 Jordan Rogove: Always I mean first instinct is always to keep it on site so we'll use it for for the for 140 West At first we actually kept all of the large stained glass in place.

00:52:26.280 --> 00:52:41.550 Jordan Rogove: or i'm sorry on site we actually brought it down into the sanctuary space so where where we can expose that to natural light, we did where we couldn't we have installed them in light boxes so kind of simulates.

00:52:42.690 --> 00:52:54.750 Jordan Rogove: natural light in there and so that's been very important in places that we couldn't keep these artifacts in one location, we try to bring that into their manatee or shared space.

00:52:55.320 --> 00:53:02.280 Jordan Rogove: So people can appreciate it, I think it just adds the conversation we were having a little while ago about authenticity, I think it adds to that it's like your.

00:53:02.790 --> 00:53:12.630 Jordan Rogove: History and there's significance to the place that you are, that you are in that that adds to the experience we think it's worth fighting for.

00:53:13.830 --> 00:53:25.710 Jeff Goodman: Well guys, you know we're coming up to the end of the show we have a couple of minutes left it's amazing how an hour show just goes really fast when there's so much that's that's substantive to talk about especially about New York.

00:53:26.970 --> 00:53:35.970 Jeff Goodman: But I want to move on to a project that you proposed for a structure that's not a building per se, but that most of the planet is familiar with on some level and that's the brooklyn bridge.

00:53:36.570 --> 00:53:41.670 Jeff Goodman: Or, as you call it reimagining the brooklyn bridge what's the background of you, putting together the plan.

00:53:42.480 --> 00:53:46.950 Wayne Norbeck: So this, this was a competition that was run by the Van Allen institute last year.

00:53:47.580 --> 00:53:55.950 Wayne Norbeck: And it was it was an interesting time for us, because this is one of the first times we've ever tried to work remotely as a studio and enter a competition but.

00:53:56.430 --> 00:54:07.380 Wayne Norbeck: The the idea was to really think about how the bridge could evolve in that that you know there's so many issues with Taurus and the cars and so forth, and our.

00:54:07.860 --> 00:54:17.310 Wayne Norbeck: idea was to really pull that back try to bring it back to its original history will have a sort of forward thinking trolley bring it back to the destinations.

00:54:18.660 --> 00:54:31.050 Wayne Norbeck: And just make it a really great place to be in that we can actually connect the park sort of City Hall park over the brooklyn bridge park and and just to kind of bring it back to its original intention as a really wonderful prominent.

00:54:32.160 --> 00:54:35.400 Jeff Goodman: I was the project received, how did people who who who.

00:54:36.420 --> 00:54:39.660 Jeff Goodman: The powers that be, what did they what did they think of it when they saw it.

00:54:40.140 --> 00:54:57.360 Wayne Norbeck: So we we didn't place in the competition but we receive a lot of great press and awards actually for it and including architects newspaper a New York state chapter and then we're up for an award next week actually by nyc by design as well, so.

00:54:58.740 --> 00:55:06.210 Jordan Rogove: I think a lot of times there's an activism that happens when you don't win a competition, but you went all the awards.

00:55:06.750 --> 00:55:08.130 Jordan Rogove: Except for that position.

00:55:09.690 --> 00:55:16.380 Jordan Rogove: So people you know a lot of people saying, maybe, maybe this should be the design.

00:55:16.980 --> 00:55:24.480 Jeff Goodman: Right yeah I get that accolade a lot sometimes what I propose a plan to marketing it's a great idea Jeff to sell my property but we're giving the listening to somebody else.

00:55:26.430 --> 00:55:37.860 Jeff Goodman: On that note guys were at a time my guest today has been waned or back and Jordan rogoff of dx a studio which you can find out about@www.dx a studio COM.

00:55:38.310 --> 00:55:52.740 Jeff Goodman: And my great co host for the show David Griffin of landmark branding at www dot landmark branding COM, gentlemen, thank you so much for being a guest on this really illuminating conversation about landmarks and architects in New York.

00:55:53.550 --> 00:56:00.660 Jeff Goodman: If you have comments or questions about the show, or if you'd like to get on our mailing list, please email me Jeff at rediscovering New York that nyc.

00:56:01.290 --> 00:56:06.690 Jeff Goodman: You can like us on Facebook and also follow me on instagram and Twitter my handle is there a Jeff Goodman nyc.

00:56:07.320 --> 00:56:17.070 Jeff Goodman: Once again i'd like to thank our sponsors Chris Pappas mortgage banker at TD bank and the law offices of time sciatica focusing on wills estate planning probate and inheritance litigation.

00:56:17.670 --> 00:56:21.870 Jeff Goodman: One more thing, before we sign off i'm Jeff Goodman a real estate agent or brown Harris Stevens.

00:56:22.350 --> 00:56:28.440 Jeff Goodman: And whether you're selling buying leasing or renting my team and I provide the best service and expertise in New York City real estate.

00:56:28.950 --> 00:56:39.750 Jeff Goodman: To help you, with your real estate needs, you can reach us at 646-306-4761 our producer Israel story or our engineer this evening is the great Emily showman.

00:56:40.380 --> 00:56:46.770 Jeff Goodman: Our special consultant who's The co host on the show tonight is David Griffin of landmark branding thanks for listening everyone we'll see you next time.

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