Barry Goralnick Gives the Townsend Building a Design Lift

March 19, 2018

The elevators in the historic Townsend Building, 1123 Broadway, have been reconceived by architect and interior designer, Barry Goralnick.

Goralnick was inspired by architectural elements, details, and aesthetics from the Cyrus L.W. Eidlitz building built in 1896: its gracious lobby is sheathed in white marble, bronze colored stone details on the floors, brass reveals that frame the exterior of the elevator doors, and the square wooden corner elements on the mirrors opposite the elevators.

Townsend Building Elevators Barry Goralnick
The new and old elevators. © DAVID LUBARSKY — ALL RIGHTS RESERVED

For those who knew the elevators now being replaced, the transformation is remarkable.  The updated elevator cabs are handsome and true to the spirit of The Townsend and its lobby.  The fresh look of the cabs emphatically reflects the faster, more efficient service delivered by the new elevator system, equipped with the latest technology.

The Townsend Building elevators are getting an update from Barry Goralnick.
Barry Goralnick inspecting the new cabs. © DAVID LUBARSKY — ALL RIGHTS RESERVED

Goralnick explains, “The goal was to create a look that honors the existing structure, but is both modern and functional.  We selected two porcelain materials from neighboring NoMad business, Porcelanosa – a white slab for the walls and a bronze colored stone for the floor.  Harkening to square wood pyramidal details of the corners of the mirrors in the lobby, we laid out a grid defined by brass inlays and reveals.  The corners are highlighted by brass at the top, with contrasting bronze tile at the base. These new axes on the walls were carried through the floor tile and were used to create rectangular modules for LED lighting panels overhead. A brass control panel and new railing complete the overall look.”

The materials and design elements were carefully integrated to reflect the quality of the original architecture. © DAVID LUBARSKY — ALL RIGHTS RESERVED

In a simple stroke of genius, Goralnick literally created more standing room by replacing the over-scaled back railing that made the cabs feel even smaller.  The previous cramped feeling of The Townsend Building cabs, with muddy colored curved walls and dim incandescent lighting has given way to a fresh new look – bright and clean – with a design that both preserves and advances the building’s aesthetics.


About Barry Goralnick

Barry Goralnick, a graduate the Harvard Graduate School of Design, is a tenant in the St. James, 1133 Broadway.  His first job at Wayne Berg Architects was at 1133 Broadway, before it became the NoMad we know today.  In addition to architecture and interior design, Barry also designs home furnishing products for Visual Comfort Lighting, Stark Carpet, Vanguard Furniture, and Ferrell Mittman Furniture, with new categories constantly gestating in his studio/lab on the eleventh floor. 

Barry has honed his signature style of “Blended Modern” into a nationally recognized lifestyle brand. His essence captures a luxurious style of casual living. Simple lines, rich materials & textures, and distinctive comfort are inspired by the quintessential classics. Modern and Classic design elements are reinterpreted for a softer, more casual livable kind of modern design. 

You can learn more about Barry on his website at and on Kew’s website at