| BUSINESSWEEK ONLINE : NOVEMBER 6, 2000 ISSUE | ||||||||
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| FRONTIER -- WORKPLACE
Manhattan Mellow Drama Version2 Editing New York EMPLOYEES: 17 WHAT IT DOES: Audio and video postproduction GOAL: To create a strong corporate image and provide an impressive high-tech workspace for clients. COST: $1 million For Vito DeSario, a good-looking office is more than a luxury: It's the way to stand out from the competition. So when the president of Version2 Editing, a New York-based post-production studio, needed a new headquarters, he splurged on a lease for a 2,500-square-foot space on the 15th floor of the trendy Starret-Lehigh building, a onetime manufacturing complex now housing style maven Martha Stewart and fashion designer Hugo Boss. DeSario wanted both impressive creature comforts and state-of-the-art technology to please his clients, including some of the city's leading ad agencies. Of particular appeal are the striking floor-to-ceiling windows and a 360-degree wraparound deck with a breathtaking skyline view. ''It's nice to be able to see what goes on outside, rather than being in a dark box all day,'' says client Chris Coccaro, a producer for Merkley Newman Harty, a Manhattan-based advertising agency. DeSario's architects, New York-based Bogdanow Partners Architects, kept the industrial slab concrete floors, ceilings, and columns but added teak paneling and walnut doors for a warmer look. ''I did this to be inspired by my own business again,'' says DeSario, who spent 10 years in increasingly cramped quarters. It seems to have worked. Since relocating in March, DeSario has aggressively drummed up new business, including a deal with a London-based editing shop so V2 can expand overseas. Here's a case where looking like the million bucks you spent is paying off. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ BACK TO TOP |
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