The Gallery at 2G


“Art as a focal point, not an afterthought”

The Gallery at 2G is an immersive contemporary art exhibition integrated into the lobby of 2 Gansevoort. The William Kaufman Organization spearheaded a lobby renovation of the building in 2014, with a focus on integrating a rotating art gallery as the core of the lobby redesign. The concept of integrating artwork directly into the fabric of the property is an homage to the company’s first Class-A office development, 711 Third Avenue. Developed in the early 1950s, the Owner/Builder commissioned a tile mosaic mural designed by artist Hans Hoffman that encompassed the entire elevator core of the lobby, which is still on view today.

Upon entering the lobby, which is open to the general public, guests will encounter two floor-to-ceiling, 7- by-12-foot illuminated art portals on the sides of the entrance and further down the lobby, as well as on the ceiling.  A massive 18- by-11 foot panel behind is installed behind the lobby desk. This configuration allows visitors to visually immerse themselves in incredible outdoor locales shot by renowned photographers.



DerbeLight is a global artists collective base in Hamburg who create light installations at the convergence of art and functionality. The dazzling photo gallery at DerbeLight is a curation of specialized images by outstanding Artists, including those who have been shown at the Tate Modern and MoMA, and those who are in the permanent collections of the National Gallery of Modern Art in India. To create the seamless light portals, DerbeLight uses a high-resolution photo printed on fabric and stretched over massive LED light boxes.

Fogarty Finger Architects

Fogarty Finger Architects worked closely with DerbeLight to renovate and redesign the lobby for the buildings rebranding in 2014. The design concept was to create immersive portals to walk through in order to get to the desk in the main lobby. These blackened steel portals were designed to showcase the illuminate and showcase the photographic artwork.