A lobby for the ages.

Lobbies of the past were designed as imposing, transitory spaces, but in the case of this landmark building, the team built on the Client’s vision to revitalize the space and transform it into an inviting, vibrant building amenity and destination in and of itself for employees and visitors alike.

Inspired by the building’s origins as Bethlehem Steel’s west coast headquarters and as a symbol of post-war industry growth, we aimed to awaken the sense of optimism inherent to the era within the context of the new industry that defines the Bay Area of today.

100 CALIFORNIA

LOCATION
San Francisco, California

SIZE
3,000 SF (Lobby)
8,800 SF (End of trip)

SCOPE
Architecture
Interior Design
Furniture Design
Lighting Design

PHOTOGRAPHY
Henrik Kam
Matthew Milman

AWARDS
Interior Design Magazine
Best of Year, 2016

LIT Lighting Design Award
Winner 2017

“Our new lobby at 100 California Street has become a welcoming and active amenity space for tenants and a showpiece in our global portfolio. Blitz’s in-depth research of the property’s historical context and analysis of competitive Class-A buildings were the foundation for the conceptualization and rebranding of our entry experience and lobby. The revitalized lobby and new EOT center have been instrumental to our reintroduction of the new 100 Cal to the market and enhancing the property experience.”

ANDREW DANKWERTH, SENIOR VICE PRESIDENT, PEMBROKE REAL ESTATE

By extensively studying foot-traffic patterns, we determined that by relocating and reimagining the security checkpoint as a concierge desk, we could open up space and create a more accessible and welcoming environment.

A custom light fixture is the focal point of the entire lobby. Picking up on all of the angular expressions implemented elsewhere in the space, it was designed to feel like a 3D sketch in space. The design of the fixture went through many iterations with each iteration reducing the element further until it was only as much as needed to demonstrate the lightness and fluidity of a hand sketch in space. The end result is a timeless design both tips its hat to the past while welcoming in the future.