Greenpoint Retail Hub
Adaptive Reuse
Greenpoint
2025
Redefining High-Rise Possibilities
OVERVIEW
Once a boarded-up factory with crumbling masonry and a weathered roof, 34 Norman Avenue stood as a remnant of Greenpoint’s industrial past.
Located in a transitioning M1-1 district, the property was no longer viable in its original form. The client approached EDG with a vision to restore the building's architectural integrity while converting it for contemporary retail use. The project aimed to preserve the spirit of the original industrial design while activating the street front with a Scandinavian furniture store and boutique ice cream shop. What emerged was a thoughtful blend of restoration and adaptation—bringing new life to a long-dormant building and revitalizing a key stretch of the neighborhood.
BY THE NUMBERS
- Project Size 10,000 SF
- Project Value $3,000,000
- Retail Spaces 2
- Facade Restored 290 FT
- Restored Faux Columns 38
Approach
We began with a comprehensive assessment of the building’s envelope, targeting the most deteriorated elements for structural and aesthetic renewal.
The façade’s parapet, long eroded, was reconstructed in a simplified industrial style that nodded to the original. Graffiti-covered walls and barred windows gave way to a clean, expressive design with custom windows and contemporary storefronts replacing rolling shutters. Our structural team designed a rooftop dunnage system to support new HVAC units essential for modern retail functionality. Simultaneously, EDG’s zoning and code specialists coordinated a Certificate of Occupancy change to officially transition the property from manufacturing to retail. Every element—from parapet detailing to interior code upgrades—was calibrated for adaptive reuse.
Impact
The completed transformation repositioned 34 Norman Avenue as a vibrant community anchor within a rapidly evolving part of Greenpoint.
Its industrial charm was carefully preserved and refreshed, contributing to the character of the neighborhood while supporting its economic renewal. The new retail spaces quickly attracted high-quality tenants, enabling the building to support diverse local businesses and increase foot traffic. More than a renovation, this project served as a model for how adaptive reuse can preserve a neighborhood’s identity while meeting the demands of a changing urban fabric.
