The design of the 25th street lobby was achieved by using our unique techniques of material application and fabrications creating a modern residential lobby accommodating space and requirements. The material of record for the floor and concierge desk top was to be cast concrete. As a solution based design firm, Joe Ginsberg knew that working with pigmented concrete presented a design challenge. Although concrete tends to fall flat in aesthetic, Joe Ginsberg used his acid etching technique to give the concrete the depth of a watercolor.