Established in 2011 by an architect, industrial designer, and master craftsman, The Principals was founded with the goal to unite seemingly connected yet ultimately disparate facets of architecture, fabrication and industrial design. With facilities in both NEW INC and Greenpoint, Brooklyn, the studio's focus ranges from product design to sensor-driven robotic installations to architectural environments, each with the ultimate ambition of expanding our understanding of the built realm without abandoning its history.
The Principals work with a wide variety of clients; from designing spaces for clothing brands Everlane, AYR, Bonobos, NOMIA and KARA; to pavilions for concert venues such as Bonnaroo and the Hudson Music Project; to interactive installations for MoMA PS1 and the Ace Hotel - even designing a flask for Areaware (recently awarded Best in Show at NY Now). Their projects have been widely published in architectural and design journals in Germany, France, Thailand, Serbia and Italy as well as domestically in the NY Times, Metropolis Magazine, The Huffington Post, Bloomberg Business Week and Fast Company, among others.