Shop Talk with Neil Logan & Roseanna Smith Vol. 13

When RBW set out to reimagine a historic building in Tribeca, Neil Logan brought his thoughtful clarity to the project: keep what works, highlight the charm, don’t mess it up.

Our collaboration with Neil has grown over time, from Industry City to our factory in Kingston. 85F felt like the natural next step in that ongoing conversation.

We sat down with Neil to talk about the design thinking behind 85F, his approach to restraint, and how to show off lighting without trying too hard—and with Roseanna, RBW’s project manager, to hear about the vision and strategy that brought the space to life.

RBW: You described your approach to 85 Franklin as a "light intervention." What does that mean to you?

NL: It means leaving most of the existing architecture intact. The building already had good bones—tall ceilings, big windows, a kind of quiet grandeur. We just cleaned it up and let those things shine.

RBW: What story are we trying to tell with this space?

RS: With this new showroom, we want to guide visitors through a journey that showcases our products in a meaningful way. Open spaces allow for easy navigation, while designated areas highlight specific themes or collections. The goal is for every element to tell a cohesive story about who we are as a brand.

RBW: What did you not want it to become?

NL: Over-renovated. A generic white box. We didn’t want to lose the unevenness, the sense of age. That character is part of the appeal.

RBW: How does this project reflect RBW’s evolution?

RS: It’s a testament to our growth and transformation. We’ve adapted to industry changes and set new standards for excellence. This space reflects that.

RBW: How did sustainability factor into the planning?

RS: We kept the original space intact where possible, used low-flow fixtures, upgraded to efficient LED lighting, and installed a new HVAC system to improve energy efficiency and indoor air quality.

RBW: Did any quirks surprise you?

NL: Not many. The main challenge was running HVAC without cluttering the space.

RBW: What’s one design element that might go unnoticed?

RS: The preserved historical details. They balance modern function with a respect for history.

RBW: How do you design for RBW without making it feel branded?

NL: RBW didn’t want a space that screams “showroom.” It’s a generous backdrop where the lights can breathe and feel like sculpture.

RBW: What’s been the most challenging part of the build?

RS: Staying on budget while maintaining quality and timelines. Our GC and Neil’s team made that possible.

RBW: Any memorable creative problem-solving moments?

RS: Finding innovative ways to mount fixtures for flexibility while keeping cables neat. The team really delivered.

RBW: What do you enjoy about adaptive reuse?

NL: It’s about giving a building another life without erasing its history.

RBW: How has the team grown through this process?

RS: I’ve seen incredible creativity and collaboration. Every department has been involved, and it’s strengthened our dynamic.

RBW: If 85 Franklin had a thesis statement?

NL: Don’t mess it up.

RBW: How do you hope guests feel when they first step in?

RS: I want them to be wowed—breath taken away by the atmosphere and the way RBW fixtures transform a space.

RBW: What’s next for the space?

NL: RBW will grow into it. Because we didn’t over-design, there’s room for change.

RBW: How will this showroom shape the future?

RS: It will strengthen relationships and inspire collaborations for years to come.