In New York City, glass skyscrapers have been emerging everywhere. Downtown, among the sea of reflective structures, is 4 World Trade Center. This four-year-old behemoth, which is part of the World Trade Center complex, now houses a new headquarters for MediaMath.

“MediaMath is a cutting edge digital marketing and technology company, employing scientists and mathematicians, salespeople and artists,” said Jennifer
Carpenter, principal at Jennifer Carpenter Architect in New York, NY. “The overall concept was to create a workspace that was a kind of ‘Zen beehive’ — calm, but also humming with thought and activity.”

In addition to work spaces, lounges, a yoga room and a theater, the two-level office features gallery-like spaces for the company’s collection of pieces from emerging artists. To keep with the contemporary vibe, dark gray large-format tiles from Ceramiche Refin’s Design Industry collection were utilized in the main areas, including the double-height entrance lobby and upper entrance lobby.

“The flooring in these two spaces is so critical because it provides the first impression of the space for employees, clients and guests, and is also home to one of MediaMath’s important site-specific artworks,” Carpenter explained. “I wanted to be sure the floor was gorgeous and elegant, but also easy to maintain. I also wanted a slab-like appearance, with minimal joints. The large-format Design Industry tiles met these goals perfectly.”

The tiles evoke the look of oxidized materials and provide a nice complement to the white walls, wooden elements and neutral design throughout the space. “The large-format monolithic feel was very important to creating an elegant foundation for the rest of the space,” said Carpenter. “We also used tile from Daltile in the restrooms and in the employee pantry.”

Approximately 3,000 square feet of tile from the Design Industry collection was employed throughout the 70,000-square-foot space, with smaller mosaics from Daltile’s Keystones and Rittenhouse Square collections used as accents in the bathrooms and employee pantry.

“The client and I both love the way the installation turned out,” said Carpenter.

Tying everything together

Although the existing floors were uneven, a team of two dozen installers from Coastal Tile & Marble, Inc. in Elmsford, NY, used an array of products to relieve the situation, including Mapei Novoplan, Laticrete 254 Platinum and Hydroban, and Schluter Systems’ metal strips.

“The floor at the elevator doors was one elevation, the floor where the new stairs landed was another elevation and the floor by the glass partitions was a third elevation,” explained Coastal Tile & Marble, Inc. president, Andre Segatti. “When you look at the floor today, it looks flat and even.”

The installation took about two months to complete, which surpassed the client’s expectations. “Since the completion of this project, we have had a number of other projects in the same building,” said Segatti.

Although the client has enlisted Carpenter for subsequent jobs since the project’s completion, her job is to ensure that each client loves their space and that it makes the lives of the people who work there a little better. “That’s the most important thing to me,” she said.


4 World Trade Center

New York, NY

Architect/Interior Designer: Jennifer Carpenter Architect, New York, NY
General Contractor: Petretti & Associates, New York, NY
Tile Manufacturers: Ceramiche Refin, Casalgrande, Italy (Design Industry); Daltile, Dallas, TX (Keystones and Rittenhouse Square)
Tile Supplier: High Style Stone and Tile, New York, NY
Tile Installer: Coastal Tile & Marble, Inc., Elmsford, NY