Our recent work with Fulwell Entertainment, the newly formed powerhouse resulting from the merger of The SpringHill Company and Fulwell 73 Productions, is a compelling case study in what happens when a workspace becomes a living narrative.
Fulwell Entertainment’s New York City headquarters is not just an office—it’s a bold, immersive experience. One that integrates storytelling into the architecture, weaving together threads of sports, entertainment, creativity, and community into a unified spatial identity.
Designing for a Mission-Driven Brand
At the heart of Fulwell Entertainment’s ethos is a mission to empower and inspire global audiences through transformative content. Uniting the creative legacies of LeBron James and Maverick Carter’s SpringHill Company with the dynamic production portfolio of Fulwell 73, this new entity pushes the boundaries of storytelling across film, television, and branded content.
Our design challenge was to translate this bold vision into a dynamic, flexible workspace that celebrates Fulwell Entertainment’s multifaceted creative voice. Inspired by the idea of “switching TV channels,” the design narrative reflects the company’s diverse content streams and the fluidity between them. The result is a workplace that mirrors the diversity of thought and expansive ambition that define the brand.
Branding That Lives in the Architecture
From the moment you step off the elevator, the space begins to tell a story. A grayscale graphic mural of NYC street photography and graffiti pays tribute to the city's cultural pulse. A branded lightbox welcomes visitors, while a high-gloss black ceiling reflects the energy and movement below—transforming ceiling into screen.
But these branding moments extend far beyond graphics. Theoffice features a mirror selfie wall—a fully interactive surface adornedwith graffiti-style doodles. Here, talent and visitors are invited to leavetheir mark, adding to the narrative in real time.
At the core of the design is a physical homage to “The Shop,” the Emmy-winning series and community-connecting brand. Rooted in barbershop dialogue and community, this dedicated space becomes a powerful anchor within the office. It’s complemented by custom millwork and shelving that elevate brand storytelling—displaying awards, artifacts, and creative milestones like a living archive.
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Empowering Artists, Embodying Culture
In keeping with Fulwell Entertainment’s commitment to community, several blank wall spaces are intentionally left open for rotating exhibitions by Black and Brown artists across disciplines. These evolving installations bring new perspectives into the workspace and reaffirm the company’s mission to create inclusive platforms for emerging creatives.
Even the conference rooms serve as cultural references, bearing names like Dapper Dan and Notorious B.I.G., grounding everyday collaboration in the legacy of New York’s creative icons.
A Case for Narrative-Driven Design
Narrative design is more than a trend—it’s a tool for transformation. At Spectorgroup, we view each project as a dialogue between space and story. Fulwell Entertainment’s NYC headquarters exemplifies how thoughtful, brand-centered design can create environments that resonate deeply and meaningfully with the people who use them.
Through intentional storytelling embedded into materials, layout, and experience, we helped bring Fulwell Entertainment’s vision to life—creating a workplace that doesn’t just reflect culture, but shapes it.
Want to see how your brand’s story can shape the built environment?
