When PRIMARY set out to compete in Manhattan’s crowded coworking market, they needed more than another generic office space. They needed a 50,000-square-foot flagship that would command premium rates in the Financial District. 

The challenge: create an environment that justifies higher membership fees by prioritizing member wellbeing and experience—not just desks and WiFi. 

 PRIMARY was designed around human-centered principles: natural materials, biophilic design elements, and spatial flow that encourages both focused work and community connection. The result is FiDi’s largest coworking space that feels more like a wellness-focused members club than a traditional office. 

The business impact: PRIMARY attracts professionals and companies willing to pay premium rates for an environment that supports productivity and wellbeing. In a market saturated with commodity coworking, the space differentiates through design that prioritizes the member experience. 

Project Scope: 

• Location: 26 Broadway, Financial District, NYC 
• Size: 50,000 square feet 
• Features: Private offices, premium lounge, event spaces, meeting rooms 
• Design focus: Wellness-oriented workspace with natural materials and historic building character 
• Market position: Premium coworking experience in downtown Manhattan