2600 North Central
Making a Bold Statement
Townline was determined to make a bold entrance into the Arizona market. Their first step after purchasing 2600 N. Central in Midtown Phoenix was to engage RSP to renovate the space. We embraced the site’s historic context, curated an art program that celebrates local connections, and reconfigured the space for clarity and efficiency. The repositioned building has now become an asset for the entire community.
Sitting at the heart of the city, the property was dated and in need of a refresh, particularly in the lobby. RSP created a sleek new arrival experience that showcases the history of the building and its context while also providing some of the market’s most popular and elevated building amenities for tenants and guests.
RSP transformed the confusing and dated entry sequence into a pleasant, Class A-level experience. The design team reconfigured the oversized and under-utilized lobby to strengthen its flow and sense of orientation. An existing security desk was moved to the side, replaced by comfortable chairs, memorable artwork, and impactful lighting. A small tenant space adjacent to the waiting area was converted into a tech-enabled, bookable meeting room. The revived, welcoming space now sets the tone for the rest of the ground floor upgrades.
Inspired by nearby restaurants and the historic character of the neighborhood, the design team relied on a palette of mid-century modern details, timeless finishes, and rich materiality. The once-dated elevator bank now has a geometric ceiling and slatted wood accents. The entrance off Central was completely changed, from an unimpressive hallway leading directly to the elevators to an open and inviting tenant amenity referred to as the “Friday Club.” Named for a group of women by the same name who are credited with starting the Phoenix Public Library system, the new space replaces a vacant office suite. Flooded with natural light, the flexible room features a mix of comfortable lounge seating, high-top tables, and private nooks. The team also designed a fitness room and leasable offices suites, as well as an update to the signage and wayfinding throughout.
RSP’s team focused on art as a bridge to Arizona’s rich history and heritage. Framed black-and-white photos of famous musicians with ties to Arizona, from Alice Cooper to Stevie Nicks, adorn the wall of the “Friday Club.” A custom art installation was commissioned for a prominent back wall of the multi-purpose space. Created by a member of RSP’s design team, who also happens to be a local artist, the 12-by-6-foot “found object” installation features nearly 500 wall-mounted hardcover books to create a memorable gesture to the Friday Club’s noble mission. Inspired by the strata and formations of the Grand Canyon, the books are stacked to emphasize the negative space, like a canyon hewn from rock. A natural conversation starter and “Instagram-able” moment, the piece ties the room together and adds even more visual interest to the renovation.
The transformation of 2600 N. Central brings the high-rise into the modern era. The tenant-focused amenities, upgraded finishes, and refreshed layout add significant value to the property, creating a completely new experience for employees and guests and giving Townline the entrance to the market they wanted.
