Also visit

Mitzi lighting

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. 

 

Coming Together

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. 

She chose to work with Semihandmade for cabinetry and handled the other brand partnerships featured within the space. “It made [the kitchen] more elevated and customized,” she says. 

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. 

 

*If you purchase something using one of the links in this article, we may earn a commission (at no cost to you). Rest assured we only recommend products we’ve vetted and loved.

Design

What’s the best paint color for my kitchen cabinets? How do I personalize my rental without renovating? Which interior design trends will stick around beyond 2021? How did marble become so popular in kitchen design (and should I splurge on my dream countertops)? Our interior design journeys are filled with questions which we at SemiStories attempt to answer every week through expert interviews, inspiring home tours, and trend reports. “Do As a Designer Does,” our monthly advice column, takes us behind the scenes of kitchen and bathroom design (and beyond) by spotlighting the best brains in the business. Here, we turn the microphone over to you to ask all your burning interior design, trend, and renovation questions to your favorite experts, from Sarah Sherman Samuel to Bobby Berk. Have a question? Shoot us a message on Instagram, or email us at editorial@semihandmade.com for a chance to be featured! Have you ever wondered why certain details exist in your home? Maybe you’ve questioned who came up with the idea for forks, or perhaps you’ve contemplated how pantries have evolved over centuries—after all, both can be intriguing in their own right. The truth is, most of what we surround ourselves with at home has an interesting story to tell. In our monthly series “Design History” with (actual) design historian Amy Azzarito, we’ll explore the backstories of your favorite things. Home tours are intriguing for a reason: they give us a rare glimpse into the way other people live and inspire us to improve our own spaces. Maybe it’ll motivate you to paint your laundry room a bright sunshine yellow, persuade you a stacked teal backsplash is the way to go, or convince you the entryway is the perfect place for a gumball machine (hey, why not?). Whatever you take away, we have no doubt you’ll get tons of kitchen and bathroom design ideas to bring home. Are farmhouse islands here to stay? What will be the biggest interior design and hardware trends in 2021? Will the pandemic affect what homes of the future look like? Our weekly trend stories will keep your finger on the pulse of interior design, renovating, and more.