The Case for New Ornamentalism: Analysing Nike SoHo

The City as a Living Museum

New York City stands as a living museum, its streets lined with architectural wonders. Each avenue offers a gallery of styles, from the futuristic silhouettes of Hudson Yards to the sculptural forms of Riverside Center. Yet, the true beauty often lies in the quieter, historic streets. Walking past Victorian terraces or classic brownstones, one feels the enduring charm of the city’s architectural heritage.

A Landmark That Defies Trends

Amidst the 19th-century grandeur of SoHo, 529 Broadway emerges as a unique landmark. Unlike many recent buildings that shout for attention, this structure seeks harmony with its historic surroundings. Located at the bustling corner of Broadway and Spring Street, Nike SoHo draws both tourists and locals. Its design respects the neighbourhood’s legacy while introducing a fresh architectural language.

The Essence of 529 Broadway

Completed in 2016 by BKSK Architects, 529 Broadway rises six storeys and spans 52,000 square feet. The building’s exposed structural steel, painted in lustrous tones, immediately catches the eye. Inside and out, the copper-hued terracotta and expansive glass facade create a striking presence. This blend of materials anchors the building firmly in its context, while signalling a new direction for urban design.

Embracing the Past, Shaping the Present

Unlike many “buildings as ornaments” that dominate the skyline, 529 Broadway integrates itself into its historic district. It does not mimic but rather reinterprets the architectural language of its surroundings. The terracotta rain screen and glass curtain wall evoke the openness of traditional masonry. Bands of terracotta shift from flat surfaces to protruding cornices, reviving the joy of pre-Modernist ornamentation. This approach respects the past while speaking to the present.

The Evolution of a Site

The building stands on the site of the long-lost Prescott House, a decorative hotel from 1852. Over time, the site evolved, serving as office space before BKSK’s intervention. Initial plans to demolish and rebuild met resistance, especially from preservationists. However, the architects’ vision won approval by promising a structure that honours its heritage.

Facade as Narrative

The facade of 529 Broadway tells a story of transition. It begins with dense terracotta, then gradually gives way to glass, creating a dynamic interplay of materials. This evolution mirrors the site’s history, blending old and new in a single gesture. BKSK avoided standard architectural software, opting instead for tools from filmmaking and gaming. This allowed for intricate, bespoke ornamentation, pushing the boundaries of digital design.

Between Tradition and Innovation

The building occupies a middle ground between classical ornament and modern minimalism. It respects SoHo’s cast-iron legacy, yet embraces contemporary clarity. This synthesis marks the rise of New Ornamentalism—a movement that fuses history with technology. Modern tools now enable entire buildings to become ornaments, reviving the spirit of 19th-century craft with 21st-century precision.

Defining New Ornamentalism

New Ornamentalism is not mere decoration. It is a philosophy that values the dialogue between past and present. Unlike the ironic gestures of 1980s postmodernism, New Ornamentalism seeks genuine integration. It uses advanced digital tools to create meaningful, context-sensitive ornamentation. This approach does not simply reference history; it reinterprets it for the modern age.

The Influence of Architectural Thought

The debate over ornament in architecture is longstanding. In the early 20th century, Modernist thinkers like Adolf Loos dismissed ornament as a sign of weakness. Their ideas still influence many architects today, often subconsciously. Postmodernism attempted a revival but often did so with a sense of irony. Now, with new technologies, architects can realise visions once impossible, achieving a true synthesis of form and decoration.

Technology as Enabler

Digital tools have transformed architectural practice. Today, software allows for the creation of complex, bespoke details at scale. This shift enables architects to revisit ornamentation with fresh eyes. Instead of mass-produced motifs, each detail can respond to its context. The result is a new kind of beauty—one that feels both familiar and innovative.

Preservation and Progress

Cities like New York face constant pressure to grow and change. Yet, there is a growing recognition of the value of preservation. Recent projects, such as the sensitive redesign of the AT&T Building, show a commitment to blending old and new. In contrast, proposals that disregard context, like the scrapped overhaul of the New York Public Library, face public resistance. 529 Broadway stands as a model for how to move forward, preserving history while embracing innovation.

Ornament as Invitation

The ornamentation of 529 Broadway is more than skin deep. Its details invite close inspection, encouraging a dialogue between building and passer-by. This generosity of design fosters a sense of connection and understanding. In a rapidly changing city, such moments of engagement become ever more valuable.

The Benchmark for the Future

As urban populations grow, the need for thoughtful design increases. 529 Broadway offers a glimpse of what New Ornamentalism can achieve. It demonstrates that embracing the past need not mean rejecting the present. Instead, the two can coexist, enriching the urban experience.

Reviving the Joy of Ornament

New Ornamentalism is not about nostalgia. It is about reviving the joy of the ornate in a way that feels relevant today. By integrating history and technology, architects can create buildings that resonate on multiple levels. This approach offers a path forward for cities seeking to balance growth with heritage.

Beyond Restoration

529 Broadway is more than a restoration. It represents a revival of the values that once defined urban architecture. By celebrating ornament, it challenges the notion that modernity requires minimalism. Instead, it proposes a new aesthetic—one that draws strength from the past while looking to the future.

The Rise of New Ornamentalism

As we enter the 2030s, New Ornamentalism continues to gain momentum. Architects and designers increasingly recognise the value of context, craft, and narrative. Digital tools make it possible to create unique, site-specific ornamentation at scale. This movement signals a broader shift in architectural thinking, one that values both innovation and tradition.

What Is New Ornamentalism?

New Ornamentalism is a design philosophy that reimagines ornament for the digital age. It rejects both the irony of postmodernism and the austerity of modernism. Instead, it seeks a genuine integration of decoration and structure. Advanced technologies allow for unprecedented creativity, enabling architects to craft buildings that speak to their surroundings.

Key Characteristics of New Ornamentalism

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  Contextual Sensitivity: Designs respond to local history and culture.

  
  
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  Technological Innovation: Digital tools enable intricate, bespoke details.

  
  
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  Material Expression: Traditional materials are reinterpreted with modern techniques.

  
  
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  Narrative Facades: Ornamentation tells a story, connecting past and present.

  
  
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  Human Engagement: Details invite interaction and foster community.

  
  

The Importance of Dialogue

New Ornamentalism thrives on dialogue—between architect and site, past and present, building and city. This approach ensures that each project contributes to a larger narrative. It values the unique character of each place, resisting the homogenising effects of globalisation.

Looking Ahead: The Future of Ornament

As we look to the future, New Ornamentalism offers a roadmap for resilient, vibrant cities. It encourages architects to embrace complexity and richness. By weaving together history and innovation, buildings can become more than mere shelters—they become storytellers.

Conclusion: A New Chapter for Urban Design

529 Broadway stands as a testament to the power of New Ornamentalism. It shows that buildings can honour the past while embracing the future. As cities continue to evolve, this philosophy will shape the next generation of urban spaces. The joy of ornament, once dismissed, now finds new life in the digital age. In the 2030s, New Ornamentalism sets the standard for thoughtful, engaging, and enduring architecture.

References for New Ornamentalism: An Architectural Analysis of Nike SoHo/529 Broadway

• van Raaij, Michiel, “Building as Ornament: Iconography in contemporary architecture,” NAi Booksellers, 2014.
• Jensen, Robert, “Ornamentalism: The New Decorativeness In Architecture & Design,” Clarkson Potter, 1982.
• BKSK, 529 Broadway Press Release, 2016.
• Gopnik, Blake, “Reviving the Joy of Decoration at Nike’s New SoHo Building,” The New York Times, 2017.
• Pearman, Hugh, “Writing on an around Architecture,” 2018.