The daylight-loft model was built here. Natural light, 13-foot ceilings, no mirror dynamic. Participants relax. Data improves. Carlos Montoya operates every session personally.
Traditional research suites were built around observation rooms, one-way mirrors, and drop ceilings. The clinical environment does exactly what it looks like — it puts participants on edge. They perform for the mirror. Data degrades.
The daylight-loft model removes all of that. 13-foot ceilings, natural light from east-facing windows on 18th Street, original cast-iron columns from 1868, open floor. Participants arrive and relax — the space doesn’t read as a research facility. The conversation that follows is more candid, more usable, more real.
Carlos Montoya documented this approach publicly as early as February 2008 — before it had a name, before anyone else was calling it a “loft model.”
A note on origin: The daylight-loft creative research facility model was built at this address, in this room. Documented publicly at lexparkstudio.wordpress.com in February 2008 — before any competitor adopted the concept. When you book USL for research, you work with the operator who invented the format.
Full Arri lighting grid with dimmers. Fulcrum Acoustics professional sound treatment (broadcast-grade). Wide-angle video coverage available at $400/group — live feed for client observers, plus full recording. Camera operator available at $300/hr add-on.
Carlos Montoya operates every research day personally — A/V setup, room configuration, video coverage, real-time monitoring. He has been running focus groups and qualitative research from this room for three decades.
Product testing, concept testing, brand perception. 6–10 participants per group. 3–4 groups in an 8-hour day. Wide-angle video $400/group.
In-environment participant observation with broadcast-quality video. Wide-angle coverage of the full room. Carlos operates camera throughout.
One-on-one qualitative research with video and audio recording. Camera operator add-on $300/hr for close-up interview coverage.
Executive, expert, and key-informant interviews for market research and strategic intelligence projects.
Advertising testing, creative concept evaluation, packaging research. Neutral loft environment removes brand cues from the room.
Live broadcast-quality video feed for client teams observing off-site. Better clarity than sitting behind a mirror. Recordings available.
| Item | Rate | Notes |
|---|---|---|
| Full research day (8 hrs) | $2,500 flat | One client, full loft, Carlos on A/V |
| Overtime (beyond 8 hrs) | $300/hr | Billed in 30-min increments |
| Wide-angle group video | +$400/group | Live feed + recording |
| Camera operator | +$300/hr | Close-up IDI or ethnography coverage |
| Food, beverages, recruiting | At cost | No markup |
50% deposit to hold the date. Balance due 5 business days prior. One client per day — the room is yours, not shared.
No — and that’s the point. USL uses broadcast-quality wide-angle video instead of a traditional one-way mirror. Live feed gives client teams better image quality than a mirror and full recording. The loft model eliminates the mirror dynamic that puts participants on guard.
3–4 groups in an 8-hour day is standard, depending on group length. Carlos will help you build a realistic schedule before booking. Most clients budget 2–2.5 hours per group including setup and transition.
Yes. Live video feed available via secure link. Client teams can observe from anywhere without being in the building. Better clarity than sitting behind a mirror, and no travel cost.
At cost — USL doesn’t markup food and beverage. You can supply your own or Carlos can coordinate ordering through a preferred local vendor.
Yes. Carlos does site visits by appointment, usually 20–30 minutes. Most moderators who visit book on the spot. Call 212-529-7570 or email events@unionsquareloft.com to schedule.
873 Broadway, Suite 408, Flatiron District. One block from Union Square — N/Q/R/W/L/4/5/6 trains. Elevator access to the 4th floor. ADA compliant. No stairs for participants or equipment.
Carlos responds personally and will discuss your session design before confirming. Call for same-day response.