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Set Designer Doubles Space in Greenpoint

A set designer is expanding in Brooklyn’s Greenpoint neighborhood to meet the demand for custom sets in advertising, fashion and film.


Ready Set Inc. signed a 10-year lease for 15,000 square feet at 100 Sutton St., adjacent to its headquarters at 663 Morgan Ave. The asking rent was $25 a square foot, according to Neil Dolgin, co-president of Kalmon Dolgin Affiliates Inc. who represented the landlord and tenant.


The deal for Ready Set, which now has a total of 29,000 square feet, was arranged in about a week due to the immediate expansion needs of the firm, he said.


“This industry has taken off in New York and we’ve been working on top of ourselves,” said Joe Keefe, president of Ready Set, which builds custom sets for events, pop-up stores, fashion shoots and films. This summer, it built a replica of Seinfeld’s Upper West Side apartment to promote the release of the television show on Hulu.


“When I got into this business 20 years ago, there were five or six rental studios set up specifically for fashion shoots,” Mr. Keefe said. He estimates there now are as many as 30 set studios in the city, an expansion prompted by the opening of sound stages at Broadway Stages and Steiner Studios in Brooklyn.


The company will use its new location for machines, a metal shop and storage, while their original location will house “a new, open production studio,” according to Mr. Keefe.


—Emily Nonko




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