“I wanted to build New York. I wanted to build something that would stand the test of time.” Robin Sokoloff – jack-of-all-trades events extraordinaire – gutted and renovated a space at 227 W 29th St, turning it into what we at BBoy believe to be one of the best new NYC venues we’ve ever come across.
Robin, prior to investing in this space, spent a significant amount of time doing – well, just about everything. She has choreographed for The Atlantic Theatre School, NYSSSA School of Contemporary Dance, The Hip-Hop Dance Conservatory of New York, Students Live! on Broadway, and more. Her show “Spotlight Live” was featured on several notable news shows including “The Today Show,” “Good Morning America,” and “The Whoopi Show.” She was a producer with Multi Image Group, she graduated from NYU and NEW, and is a member of The United Brotherhood of Carpenters and Joiners of America.
Why is all of this experience relevant to Loft227? It helped her see the need in NYC for a space like hers. “There are really big spaces and really small spaces. They’re all fantastic, but there’s no space for the middle ground – that place where you feel great and you can do what you want, but you still have intimacy. People want to meet each other and actually connect while having a great time. They can do that here.”
The year she spent as a carpenter helped give her the skills she needed to do all of the renovations herself. “I don’t buy that people have to pick one craft and master it. I believe in mastering all aspects of what you’re a part of.” She also did all of the lighting herself, which was one of our favorite perks of the venue. Most venues charge more to use their specialty lighting, and charge even more for someone to be there to operate it. Robin said of this problem, “I know a lot of people who kept complaining that venues didn’t give them any power to change what they didn’t like about the space, so I thought to myself, ‘Why not offer a venue that does?’”
Clients can do anything they wish with the lighting – you can dim, turn off, or (our favorite) change the colors on each fixture to any color you wish with the simple use of a small remote. Robin joked about the simplicity: “Sometimes you just kinda feel like you need the whole room to be red, and people can do that here.” Cue the Halleluiah Chorus.
She’s already hosted a myriad of events from a private party for a professional chef to a club-like fundraising party to a fireside concert complete with cozy rugs, lamps and a faux fireplace upon which guests roasted marshmallows.
“People always ask me, ‘What is this space?’ and I always respond, ‘What do you want it to be?’” Robin’s biggest aspiration for the space is for people to make it their own. There’s a fifteen foot retractable movie screen, two flat screen TVs, a VIP area, a full (and fully-stocked) kitchen, fifty chairs and eight tables, and a private bathroom – all available to anyone who books the space with no extra charge.
Robin noted of her own experience working with venues, “I worked casting commercials for four years, and rental spaces just weren’t cutting it. I wanted to give people a little more.” With Loft227, you don’t just get more – you get it all. With full use of everything in the venue and full freedom to rearrange and decorate based on each event, this is the ideal space for any event for 20-100 people. Check out New York’s best new venue and book your event today here: www.loft227.com