TwelveNYC CEO Katie Conovitz has had Homepolish work on multiple projects for her company, a product development agency based in Brooklyn's DUMBO neighborhood. Here, we chat with her all about commercial design.
Photos by Claire Esparros.
Homepolish completed your first office for twelveNYC two years ago. What were your initial thoughts when you moved from the old space?
“Our previous office was literally across the street from our current one. We had to transition into the second space, but I didn’t want to lose the stylish vibe that Homepolish designer Tina Apostolou introduced to the original. As a business owner, I tried to decorate the new space with my staff to the best of our ability, but we needed Tina to partner with us. She was able to take our vision to the next level.”
Why did you move from the old space in the first place?
“We literally ran out of room. In those few years, we grew from nine employees to 18, doubling in size. We needed the new office to have more of a ‘lifestyle feel,’ if you know what I mean. Built-out kitchen space, areas to lounge. When I first walked into the new office, I knew we could maximize the great lighting and high ceilings.”
The unique way Tina designed the space has practically become our calling card.
And so you immediately went to Tina.
“Since we first completed the original twelveNYC office, we worked with Tina on two trade show booths. I saw that she was adept at extending our brand beyond our company into a live and work space. I would describe it as a magical ability to bring a brand to life. Not only that, but she assimilates into being one of the team, an extension of the group. When she first came to work with us, she took the time to get to know me AND my team. We’ve developed a very symbiotic relationship. Now, she understands our vibe and she’s easy to collaborate with. And her great ideas extend even beyond the space. Now that we’re expanding into our first London office, she’s even helping with that.”
Wow, congrats on that! Tina obviously has a grasp on twelveNYC’s brand… but what would you say that is exactly?
“TwelveNYC tells brand stories. We help other companies authentically represent themselves and build merchandise around that. Telling stories and the emotional link to that narrative is very much part of who we are. It only made sense in our office space that we wanted to be surrounded by texture, color, and vibrancy.”
And how do visitors react to that non-traditional environment?
“Many of our clients who visit us are coming from more traditional Midtown Manhattan spaces. There’s a geographic displacement coming to DUMBO, but then there is a noticeable aesthetic difference. Seeing our office ignites an emotional response, almost a palpable excitement. There is simply no comparison to our office! The unique way Tina designed the space has practically become our calling card.”
We can be functional without losing our sense of fun and accessibility.
What, then, are the design standouts?
“The open floor plan is definitely a welcome change. It makes the entire office more collaborative and promotes cross-pollination between the departments. But at the same time, there are break-out spaces for more private matters. And the pink lucite dividers? Those are just the icing on the cake!”
Let’s talk about those pops of color! How do you think those promote productivity?
“Those lucite panels are so important in defining employees’ roles and personal spaces within the office, but their transparency ensures that the space doesn’t feel closed off. If someone feels like they need a break from desk work (or if they just honestly feel more productive with their feet up), we also have the lounge area. It creates such a communal atmosphere. People love ideating on the sofa. It allows people to let their hair down while still completing their work.”
And what about the other artistic pops?
“Oh, that graphic wallpaper! I feel like when I’m 90, I’ll still have it… I’ll probably line my closets in it! It shows that we can be functional without losing our sense of fun and accessibility.”
Work shouldn’t be a chore–you should be able to find inspiration in your workspace.
Why do you think these design features were so essential to twelveNYC?
“As a CEO, company culture and mentoring my employees is a priority. I want a place where people can thrive. Work shouldn’t be a chore–you should be able to find inspiration in your workspace.”
To see more of the space, see the story HERE.