Bonhams New York Flagship

Overview

Opportunity

Solution

Impact

Team

Inside historic Steinway Hall, this 223-year-old institution turns the auction house into an open, theatrical destination where global art and New York culture converge.

Location

New York, New York

Client

Bonhams

Expertise

Retail & Consumer Experience Culture & Museums [FPO] Foundations [FPO] Associations & Organizations

Opportunity

To expand its U.S. presence, Bonhams sought to replace the auction house’s closed-door mystique with a more welcoming, culturally resonant experience.

As Bonhams enters a new chapter in a market increasingly shaped by immersive exhibitions, broader collecting categories, and year-round cultural engagement, its New York home needed to project authority without intimidation, support everything from jewelry to large-scale installations, and strengthen its visibility within the city. Steinway Hall offered extraordinary cultural cachet, but also a complex landmark setting. The opportunity was to make Bonhams more public and approachable while preserving the prestige, discretion, and expertise its clients expect.

Why This Matters

01
An Approachable Authority
Bonhams wanted the confidence of an established international auction house to coexist with a warmer public invitation, welcoming seasoned collectors, curious newcomers, and passersby alike.
02
Curatorial Freedom at Scale
The new flagship needed to serve more than 60 collecting categories, giving specialists adaptable environments without compromising how individual objects are viewed, handled, or valued.
03
Legacy With Relevance
Steinway Hall offered Bonhams more than prestige. Reviving it expresses shared values of connoisseurship, craftsmanship, performance, and enduring cultural relevance within New York City.

FPO Quote

Solution

A bold sequence of historic and contemporary spaces transforms Steinway Hall into an open, adaptable platform for art, auctions, and discovery.

The design uses contrast to clarify the experience, pairing Steinway Hall’s historic rotunda with a luminous 80-foot atrium and a varied sequence of galleries. A sculptural staircase connects triple-height exhibition spaces, intimate viewing rooms, reception areas, and two auction rooms while maintaining visual connections across levels. Neutral materials, adjustable lighting, and flexible display systems support rapid changeovers and a wide range of collecting categories, giving Bonhams the freedom to shape each exhibition around the scale, character, and value of the objects on view.

Bonhams is a public-facing New York home that turns more than 60 collecting categories into an evolving cultural program on 57th Street.

The flagship reunites staff, expands curatorial possibilities, and gives Bonhams a more visible platform for auctions, exhibitions, events, and year-round discovery.

What Changed Because of This

01
Steet-Level Presence
The glass atrium gives Bonhams a highly visible presence on 57th Street, turning the entrance into a public expression of the brand.
02
Adaptive Programming
Flexible galleries and infrastructure support frequent resets across more than 60 collecting categories, keeping the flagship active between auctions and major sales.
03
Expanded Platform
More gallery space, two auction rooms, and new programming opportunities give Bonhams greater capacity to serve clients and advance its growing U.S. presence.

Recognition

01

Curbed

Gensler transformed the landmarked Steinway Hall into Bonhams' new US headquarters, blending contemporary galleries with subtle echoes of the building's musical heritage on Manhattan's Billionaires' Row.

02

Wallpaper

At the landmarked Steinway Hall, Gensler wove Bonhams' new US flagship into the 1925 palazzo, blending auction galleries with public spaces where commerce and cultural heritage intersect.

03

Architectural Digest

Architectural Digest examined the buildings defining New York's skyline, spotlighting the landmarked Steinway Tower, where Gensler and Nada Sawires designed Bonhams' new flagship with galleries, offices, and photography studios.

Team

Project Leadership

Andrew Powell

Andy is a Principal, Studio Director, and Northeast Entertainment practice area leader focused on luxury hospitality, lifestyle, and entertainment design. He helps global brands create distinctive destinations that connect brand strategy, placemaking, and guest experience.

[FPO] Jason Carney

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[FPO] Drew Herbst

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[FPO] Eileen Memmesheimer

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FAQ

01

Where is Bonhams U.S. flagship?

Bonhams’ U.S. flagship in New York is located at 111 West 57th Street in the heart of Manhattan. The 42,000-square-foot destination occupies four floors within historic Steinway Hall and the adjoining contemporary development.

02

Why is Steinway Hall significant?

Built in 1924–25 for Steinway & Sons, the landmark was conceived as a prestigious showroom and cultural gathering place near Carnegie Hall. Its double-height rotunda is distinguished by marble arches, Ionic columns, allegorical murals, and a shallow domed ceiling.

03

Can you visit Bonhams?

Bonhams holds viewing days before each live auction. The original Steinway Hall’s rotunda hosts free public exhibitions and previews.

04

Who designed Bonhams' in New York at 111 West 57th Street?

For Bonhams’ new flagship, Gensler served as design architect for the interiors, working with interior designer Nada Sawires. The adjoining 111 West 57th Street tower and 80-foot glass atrium were designed by SHoP Architects, while JDS Development Group led the restoration of Steinway Hall.

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Related Expertise

Retail & Consumer Experience Culture & Museums Foundations Associations & Organizations

Inside historic Steinway Hall, this 223-year-old institution turns the auction house into an open, theatrical destination where global art and New York culture converge.

To expand its U.S. presence, Bonhams sought to replace the auction house’s closed-door mystique with a more welcoming, culturally resonant experience.

Why This Matters

A bold sequence of historic and contemporary spaces transforms Steinway Hall into an open, adaptable platform for art, auctions, and discovery.

Bonhams is a public-facing New York home that turns more than 60 collecting categories into an evolving cultural program on 57th Street.

What Changed Because of This