SmartFlyer Penthouse

CLIENT: SMARTFLYER
DETAILS: INTERIOR DESIGN
PHOTOGRAPHY:  GENEVIEVE GARRUPPO
STYLING: LAUREN SNYDER

In April 2024, SmartFlyer, a luxury travel agency, hired HUXHUX Design Inc. to create their global headquarters in a former residential building atop a warehouse in the Chelsea gallery district. The project aimed to redefine what a headquarters for a company like SmartFlyer can be in modern NYC. Embracing the concept of “third spaces,” the design transformed the space into more than just a place to live or work. It became a gathering space that fosters community and culture for the brand's network. From the start, SmartFlyer envisioned the office as a social space for regular use by hospitality groups like Four Seasons and the Aman Group, hosting breakfasts, cocktail parties, and dinners. This approach represents a shift in real estate, everyday use, and corporate culture, redefining how and where work happens. The design process explored creating individual spaces within the larger environment, focusing on how each area activates the concept of a "third space."  The result is a project that someone could mistake for a luxury resort, or feel right at home as in a residential space, or tap into their ideal productive zone in any of the project’s layered spaces. 

Living room with orange sofa, two beige chairs, marble coffee table, wooden bookshelf with model airplanes, decorative mirror, large woven pendant light, flowers on table, and wooden staircase in background.
“We wanted a space echoing our journeys—a Tuscan-inspired kitchen, a rug from Marrakesh, art collected from across the globe”
— Erina Pindar, COO
A man and woman in stylish clothing in a living room with modern decor, sitting and standing respectively, near a sofa and an artful bookshelf.
Living room with a long bench-style sofa, wooden shelving, and modern decor including a vase with flowers and books, illuminated by hanging pendant lights.
Interior of a dining room with a large marble-topped table, beige upholstered chairs, a decorative fireplace with a gold mirror above it, a vase of white flowers on the table, and a skylight overhead.
Overhead view of a woman walking down wooden stairs in a modern home, with a sitting area below featuring a black sofa and a round marble table.
A round black and white marble table with a large textured blue vase holding tall, curly green and pink flowers, set against a wallpapered wall with a monochrome forest scene, in a modern interior with wooden flooring.
Modern living room with beige lounge chair, red patterned rug, marble side table, green bench with pillows, large glass vase with greenery, forest-themed wallpaper, wooden staircase.

Situated in the heart of Chelsea, New York, the SmartFlyer office stands as a beacon of design and history. Surrounded by vibrant galleries and cultural landmarks, the building is steeped in a legacy of creativity. Once home to renowned American filmmaker Harry Joe Brown, its storied past resonates with artistry and innovation. This unique context enriches the design, seamlessly weaving Chelsea’s creative energy and cinematic heritage into the office. The result is a space that pays homage to its location while setting a new standard for boutique sophistication.

Set atop a 1920s Chelsea warehouse, the penthouse’s creative legacy inspired HUXHUX to preserve original architectural details while introducing tactile materials and bespoke furnishings. The team collaborated with Bromley Caldari Architects to work within the building’s historic constraints, honoring its bones while infusing new warmth and function.

Modern dining room with a dark wooden table, six chairs, an open book, large window with horizontal blinds, green carpet, wall-mounted flat-screen TV displaying a landscape, decorative black globe, framed artwork, potted plant, and a hanging light fixture.
Modern living room with beige sofa, black and brown armchairs, marble coffee table with yellow flowers, wooden cabinet, TV, and large windows with curtains.
A cozy workspace with a wooden desk, two chairs, a small shelf with pencils, and framed artwork. A large circular mirror reflects part of the room.
Modern office interior with a large window, mustard-colored sofa, glass coffee table, and a wooden sideboard. Behind a black grid glass partition is a conference area with a table, chairs, and wall art, with natural light filling the space.

At the heart of the floor lies a striking 20-foot-long communal table by the marble mantel fireplace—a centerpiece for all-hands meetings, client presentations, and intimate dinner events.

Opposite the communal area, a bespoke bar features meticulously laid brick tiles and custom walnut tray ceilings, blending function with boutique charm. 

HUXHUX Design Inc. made an intentional decision not to segregate the main open workspace from the rest of the 7th Floor.  Rather, they designed a custom millwork divider instead of a typical wall to maintain connection and flow to the other functions of the overall space.  Typical office desks were never even a consideration in the design process.  Communal custom library style tables will serve the function of hosting their core team while maintaining the design intent of something far more hospitality than a workplace.  

“This project was about reconceiving what a headquarters can and should be today. Neither simply live, nor work, the SmartFlyer Penthouse is a place to gather and foster culture. By envisioning the workplace as a third space, the Smartflyer Penthouse sets a new standard for how corporate environments can cultivate belonging, spark innovation, and become true hubs for community and brand experience. It’s not just an office; it’s a living model for the future of work.”
— Justin Huxol, founder of HUXHUX Design Inc.

SmartFlyer Penthouse reimagines the headquarters as a “third space”—a flexible, hospitality-inspired destination that transcends the boundaries of traditional work and home. HUXHUX’s innovation lies in deliberately blurring these lines, creating a place where community, creativity, and adaptability thrive.

Instead of static offices, each area was designed for activation, supporting focused work, spontaneous collaboration, and social gatherings. The penthouse hosts everything from breakfasts with luxury hotel partners to creative workshops and industry dinners, transforming daily office life into a vibrant, culture-driven experience.

A core challenge was designing for context switching and serendipity, anticipating the needs of a team rooted in travel and hospitality. Flexible layouts and multi-functional furnishings allow the space to adapt seamlessly, supporting privacy and communal moments alike. Every material and element was chosen to evoke a sense of place and story, layering the environment with tactile references to global journeys.

This project also challenges conventional real estate thinking by providing a fresh model for companies willing to invest in long-term, high-quality real estate.

Modern office space with four desks, black chairs, computer monitors, a sitting area with two armchairs, large windows with city buildings outside, wooden floors, ceiling pendant lights, and curtains.

A Model for Third Spaces

A Penthouse of Artistic Expression

Ascending to the penthouse level from the grand staircase, visitors are captivated by a custom mural along the staircase, complemented by illuminated, wood-carved handrails. Overhead, large-scale leather belt chandeliers enhance the dramatic and luxurious ambiance of the space.

Designed as a sophisticated art gallery, the penthouse features a bespoke meeting table, a sleek race-track pendant light, and a collected mix of furniture. Thoughtfully selected art collections such as sculpture from Cris Soal, abstract painting from rising African artist Miska Mohmmed, further elevate the space, transforming it into a realm of creative expression and elegance. 

This floor also serves as the main workspace for Smartflyer’s executive leadership team, with private offices and meeting rooms that blend exclusivity with the artistic, boutique aesthetic of the overall design.

Interior view of a modern kitchen with wooden cabinetry, a curved island counter, pendant lights with paper shades, shelves with glassware and bottles, and a window at the back with a potted plant.

Three meeting rooms are located on the west side of the central space, inspired by natural elements from the ocean, land, and forest to support different work styles. By preserving the existing garage door, we created a conversation pit lounge that seamlessly connects indoor and outdoor spaces, allowing easy access to the patio lounge and auxiliary office storage for flexible workflows.

An Icon in Chelsea’s Creative Landscape

A Contemporary yet Tactile Aesthetic

The design strikes a balance between contemporary sophistication and earthy warmth. Natural light floods the two-floor space through the building’s original gridded loft windows and a skylight, accentuating its architectural elegance. The penthouse’s double-height space, with its gallery-like ambiance, speaks for itself as a stunning showpiece.

HUXHUX Design Inc. celebrates these architectural features by pairing clean lines with natural materials, including lime wash, grasscloth, brick, walnut millwork, belvedere marble, and travertine. Subtle brass and black metal accents, along with plush textiles, add layers of comfortable luxury. A muted and sophisticated color palette ties the elements together, creating a timeless and elegant aesthetic.

A dining room with a round wooden table, four gray chairs, a blue vase, a wooden decorative object, and a ceramic bowl. The walls are painted blue, with a mountain landscape textile hanging and modern lighting fixtures.
Interior view of a contemporary living space with a large wooden dining table, beige chairs, and a sitting area with blue and gray sofas and an outdoor patio with plants and an umbrella.
Living room with a black leather sofa, two mid-century modern armchairs, a small wooden side table with a mug and a book, a framed landscape photo of cacti on the wall, and sliding glass door with gingham curtains leading to an outdoor patio with patio furniture and umbrellas.
Modern interior with a brown velvet armchair, a beige throw blanket, a wooden side table with a coaster and decorative glass, a white vase with reed sticks, and a framed photo of a dress form on the wall.
Model airplane on a wooden surface with a yellow life vest hanging on the wall above it and metal objects stacked to the right.

The design embodies the essence of hospitality by creating moments of delight and discovery throughout the office. Every detail reflects intentionality and craftsmanship. Unique lighting fixtures, vintage rugs, custom upholstery, and lush greenery are seamlessly integrated into the layout. These elements transform the office into a versatile venue for exclusive gatherings, elegant dinner parties, and social events, embodying Smartflyer’s hospitality-driven DNA. The result is an environment where work and luxury coexist effortlessly.

Understanding the dynamic nature of Smartflyer's operations, HUXHUX Design places multifunctionality at the core of the office. Collaborative spaces foster creativity and teamwork, while private meeting rooms of various sizes provide professional settings for client consultations and strategic discussions.

Upon entering, visitors are greeted by a thoughtfully curated library lounge. Across from this lounge HUXHUX reconceived a grand open staircase where once stood a small, cramped passage to the penthouse level. The newly designed staircase presented an opportunity to insert a cozy meeting space with a custom leather banquette where visitors and staff can sit under the gleaming natural light that streams down from the penthouse.  

An interior sitting area with a built-in bench with multicolored upholstery and green and gray cushions, a wooden side table with a small vase of flowers, and a black side table with a lamp. The room has a white brick wall and a glass ceiling.

THE PROCESS

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