Large wall graphic for basketball court.

Seagram Building

The Playground Amenity Space

The Playground embodies the transformation of a historic underground space into a vibrant and dynamic environment. Once housing the executive parking garage and chauffeur’s waiting lounge within New York City’s iconic Seagram Building, this building amenity includes two floors of fitness space and a conference center.

Our challenge was to breathe life and energy into this former parking garage lacking any natural light, while attracting a younger workforce to the Seagram Building in the post-pandemic era. Employing a vibrant color palette paired with abstracted sports imagery, we created a sense of speed, movement, and vitality. Each section of the fitness space presents its own unique color scheme, with a vibrant yellow serving as a consistent thread throughout.

Layers of abstract imagery and interactive dimensional installations beckon playful exploration, promising discoveries with each visit.


  • RFR


  • New York, NY
Bicycle wall installation in front of The Playground Conference Center.
Large backlit wordmark on wall for The Playground Seagram Building.
Entryway to the Playground Conference Center.

Paying homage to RFR’s renowned New York City portfolio, the double-height basketball court graphic overlooks the climbing wall and offers the second floor conference center an electrifying view.

Large wall graphic for The Playground Seagram Building.
Large wall graphics for The Playground Seagram Building.
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