With a design by DATE Interiors, the new Manhattan headquarters of media and entertainment company Betches is a brick-and-mortar representation of the woman-focused brand, featuring edgy, playful interiors.
Not only did the Betches team need more space (the three female founders were sharing a single office), they wanted an updated look that reflected the next stage of the company’s evolution — from girly to grown-up. “Their first office had a Millennial pink, younger vibe, so here they wanted a sophisticated take on their ethos,” said Molly Torres Portnof, founder and principal, DATE Interiors.
There was almost 6,000-square-feet to fully renovate, furnish, and decorate, which Portnof embraced as a project with unlimited creative potential. “It was a complete blank slate when we got there. There were no walls, no rooms, there was nothing. It was just this expansive floor.” At the beginning of the build-out, the pandemic hit and construction in the city stopped overnight. Sidelined for five months, the leadership trio had the foresight to view the hold as an opportunity for positive change.
They decided on a complete overhaul, with new logos, design, and layout across all platforms. However, once they were finally ready to resume on the design side, Portnof had to deal with another standstill. “Once we were able to start again, we had to put a pause on the furnishings, the decorative touches and everything else because we had to wait until the rebrand was done. That sidelined us for another four or five months.”
Closing in on a year of delays on the clock, Portnof was anxious to get back to work. “We were almost twelve months in at that point, and obviously there’s a lot of frustration that comes from that.” Yet the time allowed her to refine her vision for the office. “Once we had a more definitive direction, it was much easier to create life out of that. Everything fell into place and we were really able to have fun.”
Portnof utilized a refreshing palette to tie in with Betches story and to make the space an inviting one. “The branding definitely got bolder, but more mature. It was about women coming into their power with this confidence, so I really wanted to run with that in terms of color. There’s lavender, mint, and these brighter blues, paired with orange and hot pink.” These pops of tint were intentional, never an afterthought. “It had to be as streamlined as possible,” she added.
Custom rugs allowed Portnof to achieve a polished style that didn’t overwhelm the reception and lounge areas with an abundance of pattern or over-the-top hues. “It’s not in your face. The rugs are made of this gorgeous wool material and they have the signature colors. It was a great way to have something a bit more personal and special.”
The artwork was also carefully curated to seamlessly complement the setting. Portnof worked with the company’s art team to choose a mix of one-of-a-kind and mass-produced pieces. From a Van Gogh-style portrait of Larry David to a print of the Mona Lisa with a glass of vino in hand, it’s a tongue-in-cheek collection, not meant to be taken too seriously. “The art was important because Betches is a visual brand. They are interacting with their audience through social media or their website, and we wanted to mirror their content. You’ll see paintings and pictures that resonated with them as a company or were just funny. Nothing is accidental. It looks like it was always there.”
Betches produces more than a dozen podcasts, so a dedicated room with the latest equipment and with proper acoustic treatment was a necessity, rather than an add-on amenity. Designing this area was a significant learning experience for both Portnof and the client’s staff. “It was my first time designing and building out a podcast studio. And for the company, it was their first time doing this on a professional level, because the room in the former office just did not work in so many ways.”
After meeting with an acoustic consultant for guidance, Portnof noted that they still had a trial-and-error period to ensure the best combination of form and function. “We went back and did more research to be certain that the elements we had installed for the sound quality didn’t interfere with the recording. It was really challenging because the room itself was going to be on camera, and it had to look good. We didn’t want to have these random panels visible, things had to be discreetly tucked away. It was probably the longest process of the entire project for us.”
She explained the office doubles as a set, where employees are filming throughout the day. “They are doing tapings for the podcasts but they are also making short-form videos for TikTok and Instagram. They are creating everywhere, in the kitchen or as they are coming off of the elevator and walking into the reception area. Every space in this office is captured at some point.”
Portnof said that her resimercial philosophy aligned with the company’s spirit. “Everything should be cool but comfortable. We didn’t want any part of this to be untouchable or a place where you couldn’t sit and relax. It’s adaptable, to meet a variety of needs. Whoever you are, a celebrity guest or if you work for Betches, the space draws you in.”