CELTRA NY

Tomaz Gregoric

• Architects

Project Overview
Celtra, a global leader in creative management solutions, is revitalizing its New York office to create a workspace that embodies its culture of innovation, collaboration, and growth. The project reimagines the 12th floor of 220 West 19th Street as an environment that goes beyond the traditional office model. It will be a place where employees are inspired to create, supported in their work, and connected to one another as part of a global company.

photo_credit Tomaz Gregoric — Tomaz Gregoric

Set in one of Manhattan’s most dynamic neighborhoods, the office takes advantage of its lively surroundings and strong infrastructure. With easy access to transport, local cafés, and cultural amenities, the space connects work life with the city’s energy. More than a backdrop, the location becomes part of the design narrative—supporting professional excellence while enhancing the day-to-day experience of Celtra’s people.

Design Concept
The concept is guided by four principles: innovation, collaboration, flexibility, and well-being. Drawing inspiration from digital networks, the design organizes the floor into interconnected “bands” of activity, allowing different functions to coexist while maintaining openness and fluidity. Employees can move seamlessly between team collaboration, individual focus, and moments of social connection, mirroring the adaptable nature of modern creative work.
The building’s industrial character—its generous ceiling heights, exposed brick, and steel-framed windows—remains central to the identity of the space. Instead of concealing this heritage, the design highlights it, pairing authentic materials with new elements like polished concrete, sleek metal accents, and double-glazed glass walls. The result is a dialogue between past and future that reflects Celtra’s own balance of legacy and innovation.

Workspace Experience
At the heart of the office lies a flexible open plan designed to encourage movement, dynamism, and collaboration. Modular workstations can be reconfigured as teams grow or projects shift, while breakout zones provide writable walls, multimedia screens, and soft seating to support informal brainstorming. Together, these features create a fluid environment that adapts to changing needs without losing clarity or focus.
Natural light floods the Flexible Work Zone, strategically positioned near the windows. Here, permanent staff and visiting colleagues alike can choose their work setting daily, encouraging spontaneous conversations and reinforcing Celtra’s culture of collaboration. To balance this openness, private glass booths offer quiet corners for calls and concentrated work, their playful color-coded lighting system signaling availability while adding a touch of identity to the floor.

Social & Community Spaces
Community is placed at the center of the revitalization. The reception sets the tone with warm wood finishes and an inviting atmosphere that welcomes employees, partners, and clients alike. From there, the office flows into a series of shared spaces designed for connection. A dedicated lounge with panoramic city views functions as a communal living room for team gatherings, informal meetings, or simply a moment of pause in the workday.
Biophilic design principles reinforce this sense of balance. Indoor greenery, natural materials, and abundant daylight are woven into the layout, softening the urban character of the workplace. These elements bring calm and energy in equal measure, creating a restorative environment where employees can recharge while remaining connected to the rhythm of the city outside.

Brand Identity & Future Growth
Every element of the design is crafted to make the office feel unmistakably Celtra. Bold color accents, custom graphics, and large-scale wall installations reference the company’s creative DNA. Art and lighting reinforce the brand’s digital roots, giving the space an identity that is both expressive and professional. For visitors and clients, the space communicates Celtra’s culture at a glance; for employees, it becomes a daily reminder of shared values and ambitions.
Equally important is the adaptability of the design. Multi-purpose areas can shift between small workshops, team presentations, or client meetings, ensuring the office evolves with the company. The revitalization is not just about the needs of today but about building a platform for future growth—an environment that remains relevant as Celtra continues to expand and innovate.

Economic Sustainability
Alongside design innovation, the project emphasizes economic responsibility. The guiding principle was to achieve more with less—delivering maximum impact through strategic, minimal intervention. Many of the existing interior elements were preserved, refreshed, or subtly adapted rather than replaced, ensuring continuity with minimal disruption. This approach reduced waste, lowered costs, and maintained the authentic character of the space.
By prioritizing refurbishment over replacement, the project minimized material consumption while extending the life of key architectural and furniture components. Energy-efficient systems, low-maintenance finishes, and versatile layouts further support a lean operational model. The result is a cost-conscious, sustainable design that proves thoughtful refreshment can produce transformative results without excess.

Vision for the Future
The revitalized office is conceived as more than a workplace—it is a creative ecosystem where the building’s history meets Celtra’s ambition for the future. Flexible zones, wellness-driven design, advanced technology, and strong brand expression come together to form a setting that inspires creativity, productivity, and innovation.
It is not simply a renovation but a framework for innovation, one that balances openness with privacy, energy with calm, and heritage with modernity. By weaving these contrasts together, the design supports Celtra’s culture of collaboration while reinforcing its commitment to both people and mission.
Ultimately, the new office stands as both a home for employees and a flagship for Celtra’s identity on the global stage. It reflects ambition, nurtures creativity, and strengthens community, transforming the company’s vision into an everyday experience.