A new media and technology company incubator, located in a mid-town Manhattan building, incorporates futuristic forms that evoke innovation in technology. Created on a minimal budget, the design utilizes inexpensive off-the-shelf materials to deliver a striking environment that is expressive of SONY and the world of start-up tech companies. The plan is comprised of open company development “pods”, located at the window wall on a major avenue, informal meeting spaces to encourage sharing of ideas, and a backdrop of offices for SONY support staff. An epoxy-coated tube greets visitors who are guided into the offices along a bright yellow rubber flooring strip which becomes the reception desk. Above the reception, six standard cable trays, each labeled with an LED sign for an incubating company, guide visitors to each company’s workspace.