Theatre Row

Theatre Row in the heart of New York’s Theater District serves as an affordable home for performing artist organizations and a lively, accessible venue for diverse audiences. AO is working with the evolving non-profit organization to transform its theaters, rehearsal studios, and office spaces through a series of renovations that will resolve a host of functional challenges and enable the organization to achieve its mission-based goals.

Our work with Theatre Row started with a concept design for the entire 45,000 square foot complex with the goals of expanding visibility on 42nd Street, creating cohesion throughout the fragmented building complex, and enhancing the experience within each of the five theaters. We developed fully illustrated concept design options including one where the lobby and ground floor theatre “flip” locations to create a new theatre with optimal sightlines and a more generous lobby open to the lounge above. The realized first phase “Refresh” renovation consists of highly impactful, yet cost-effective, improvements to the exterior street face and interior public areas. New illuminated facade signs and glass entry doors enhance visibility on 42nd Street, while new finishes, lighting, millwork, signage, and furnishings throughout in the lobby, lounge, and main stair create a vibrant, welcoming experience for the artists and audience members. These targeted enhancements, built while the facility remained open, reflect the organization’s new artistic programs and diversity and inclusion initiatives.