A portrait of Larry David is just one of the comedic art choices in Betches new Flatiron HQ. The female-founded media and entertainment company, characterized by its satirical pop culture content, was founded by friends Sami Sage, Jordana Abraham, and Aleen Dreksler from their Cornell dorm room in 2011. Since, it has grown to become a multi-million dollar success.
In 2019, designer Molly Torres Portnof of DATE Interiors was hired to take on the creative direction of their new office space, one which would showcase humor, color, and plenty of spaces to gather. “The building is historic and was built in 1912,” she says. “It was obviously a challenge when doing anything to it, but the entire floor was a blank space. There was no kitchen and no rooms, so we were able to make it exactly what the team needed.” With COVID delays, plus a mid-design company rebrand, it was quite the extensive project.
Mature, Edgy, and Elevated
Just as construction began in February 2020, it suddenly halted. “The founders took that opportunity to not have a physical office space” to think about what they really needed and it perfectly coincided with Betches’ 10-year anniversary. The new design direction would be mature, edgy, and elevated.
Their first office was noticeably “younger, sweeter, and cheerful, all white with millennial pink accents,” notes the designer, while this space would be moodier with a black and white kitchen, jewel tones, and pops of bold color.
When it came to the kitchen, the company’s space for after-work happy hours, she went with black and white, a grounding force that wouldn’t compete with the colorful nearby lounge area.
Matte quartz countertops, Mitzi pendants, and Paynes Gray stools pair with Semihandmade Supermatte Black Slab fronts. Pro tip: When you choose a dark, saturated kitchen cabinet color like black, make sure your contractor paints the edges of the IKEA bases black too.
Bringing a Brand to Life
The designer enjoys working on both residential and office spaces because she loves the idea of bringing a brand to life. The new Betches HQ is full of funky pattern and texture, including wool, velvet, boucle, fluting details, and “splashy” wallpaper.
For instance, the reception area is a company favorite with a statement-making 20-light chandelier from Mitzi and custom desk. “Their last office didn’t have a reception, so this is something everyone was really excited about,” she says.
A Place to Laugh
“I love going into a space and laughing,” she says. “We need more of that these days.” The Betches office doesn’t disappoint.
The podcast studio, or as the team calls it The Projection Room Above the Auditorium to reference Mean Girls, was the first Torres Portnof had ever designed and was a “big labor or love.” It features technical yet beautiful features, a custom table from Cambria and Faithful Countertops and trippy purple walls.
Playful pops of color throughout and unexpected details make Betches a cheerful place to work.
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