The New Motor

What The New Motor does

The New Motor is a Brooklyn-based, privately held full-service fabrication studio that engineers, manages, and builds custom installations for fine artists, designers, brands, and architects. The company operates two Brooklyn locations (196 Van Dyke Street as the primary fabrication facility and 116 8th Street as an additional office/studio) and runs an 11-50 employee team. Its core offerings span the full project lifecycle: design and drafting, engineering, metal fabrication (steel, brass, aluminum), millwork/woodworking, CNC fabrication, fiber laser and water jet cutting, pipe bending, milling/machining, finishing (patinas, powder coats, stains, sealers), and on-site installation, supplemented by specialized capabilities in tech integration, mechanical/kinetic displays, UV gluing, and plastics fabrication.

Revenue is generated primarily through project-based B2B contracts priced via custom quotes, with the studio coordinating materials, schedules, and trades from concept through installation. The client base is anchored in luxury fashion and beauty retail (Aesop across multiple locations, Kith, Glossier, Proenza Schouler, Khaite, AHLEM), media (New York Times), hospitality (%Arabica, Vowels, Yves), cultural institutions (Japan Society, Van Alen Institute), and brands outside fashion such as Wolf Gordon, Adidas, and Rivian. Geographic reach now extends beyond New York City into Nashville and includes explicitly offered international logistics, shipping, and storage services. The company also operates a small direct-to-consumer merchandise storefront on its website; merchandise inventory is currently listed as sold out, suggesting this is a secondary brand-building channel rather than a material revenue line.

The studio's go-to-market is sales-led and relationship-driven rather than broad-marketing based, relying on portfolio showcasing, industry reputation, earned media (Architectural Digest, Vanity Fair), and a track record of more than 10 industry awards (SEGD, One Show, New York Festivals, Frame Awards) — concentrated around the 2020 New York Times 'Truth Is Local' campaign — to attract luxury and cultural clients. There is no disclosed external funding, no parent company, and no AI/ML capability documented in the source data.

Name

The New Motor

Legal name

The New Motor

Website

https://thenewmotor.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The New Motor is a Brooklyn-based full-service fabrication studio providing design, engineering, metalwork, woodworking, CNC fabrication, and installation services to fine artists, luxury brands (Aesop, Kith, Glossier, NYT), cultural institutions, and architects.

Ownership category

akta.pro rank

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Fabrication Services: Project-based fabrication services including design engineering, metalworking, woodworking, CNC fabrication, and installation. Revenue generated through custom project quotes for artists, designers, brands, and architects.
2. E-commerce / Merchandise: Direct-to-consumer merchandise sales through the company's own storefront, including apparel (sweatshirts, t-shirts) and other products. All store items currently listed as sold out.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

The New Motor is a full-service fabrication studio that engineers, manages, and builds custom installations, fixtures, and architectural elements. It combines project management, design, drafting, engineering, metal fabrication, woodworking/millwork, CNC fabrication, pipe bending, milling/machining, fiber laser and water jet cutting, finishing, and on-site installation for fine artists, designers, brands, and architects. The studio also operates a small direct-to-consumer merchandise storefront selling branded apparel and houseware.

Product overview

The New Motor is a full-service fabrication studio offering an integrated suite of design, engineering, and manufacturing services. The core offering spans metal fabrication, woodworking/millwork, CNC fabrication, and installation services, supported by project management, drafting, and finishing capabilities. Specialized services include pipe bending, machining, laser cutting, tech integration, mechanical displays, and plastics fabrication. The company works with fine artists, designers, brands, and architects to engineer and fabricate boundary-pushing installations. Additionally, the company operates a retail merchandise store selling branded apparel and houseware.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Metal Fabrication Custom metal fabrication for fixtures, architectural elements, and structural components in steel, brass, aluminum, and other metals, combining skilled craftsmanship with modern manufacturing for fine artists, designers, brands, and architects.
• Woodworking and Millwork Custom woodworking and millwork blending traditional techniques with modern tooling to create bespoke furniture, fixtures, and architectural elements for interior designers, brands, and architects.
• CNC Fabrication Computer-controlled fabrication services turning digital designs into physical precision with tight tolerances and repeatable quality for intricate one-off or production projects.
• Fiber Laser and Water Jet Cutting Precision cutting services for metals and composites using fiber laser and water jet technologies, delivering clean edges and fast turnaround for intricate patterns, prototypes, and production parts.
• Precision Pipe Bending Precision pipe bending for decorative and structural applications, achieving clean, consistent radii for form and functionality.
• Milling and Precision Machining Precision machining capabilities for shaping, cutting, and refining materials with extreme accuracy, from one-off prototypes to production runs.
• Design, Engineering, and Drafting Services Integrated design, structural engineering, and drafting services that translate creative concepts into precise, build-ready drawings and engineered solutions balancing form and function for real-world applications.
• Project Management Services End-to-end project coordination from concept to completion, managing materials, schedules, and trades to ensure each project runs smoothly and finishes strong.
• Installation Services On-site installation services ensuring precise alignment and flawless execution of fabricated elements, delivering seamless fit and finish on the client's site.
• Surface Finishing Services Surface finishing services including patinas, powder coats, stains, and sealers to bring depth, protection, and beauty to every fabricated surface.
• Mechanical Displays and Tech Integration Fabrication of mechanical, kinetic, and technology-integrated display systems and installations, including custom plastics fabrication and UV glueing, for experiential and interactive projects.
• Out-of-State and International Logistics Out-of-state and international logistics, shipping, and storage services supporting fabrication projects beyond the Brooklyn studio.
• Branded Merchandise Store Direct-to-consumer e-commerce store selling The New Motor branded apparel and houseware items through the company's own online storefront.

Named customers25 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• CiguëcoreStrategic or Co-development PartnerCollaborated on Soho Loft project featuring black powder coated steel louvered walls and doors with ribbed glass. Ciguë provided interior design while The New Motor handled fabrication and installation.
• Max ZinsercoreStrategic or Co-development PartnerDesign partner for Glossier pop-up installation. Max Zinser designed the experiential retail space featuring red velour walls, vitrines, and mirror walls.
• Kate McColloughcoreStrategic or Co-development PartnerCo-designer of Glossier pop-up installation alongside Max Zinser.
• Silver Shoe DesignminorStrategic or Co-development PartnerLighting design partner for Glossier pop-up installation.
• Local ProjectscoreStrategic or Co-development PartnerDesign firm partner for NYT Truth Is Local campaign - five borough storefront installations bringing NY Times journalism to life.
• Christopher FungminorStrategic or Co-development PartnerCreative director for NYT Truth Is Local campaign.
• Future ExpansioncoreStrategic or Co-development PartnerDesign firm for Flatiron Reflection - winning entry for 2017 Flatiron Holiday Installation competition featuring mirrored tube installation.
• GMS (G开玩笑 Engineering)minorImplementation/ SI/ Consulting PartnerEngineering partner for Flatiron Reflection project ensuring structural integrity of the mirrored tube installation.
• Graham KelmanminorStrategic or Co-development PartnerCreative lead for Wolf Gordon Folio 50th anniversary pop-up installation.
• Van Alen InstitutecoreStrategic or Co-development PartnerClient and partner for Flatiron Reflection installation along with Flatiron/23rd Street Partnership.
• Flatiron/23rd Street PartnershipcoreStrategic or Co-development PartnerClient and partner for Flatiron Reflection installation.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Situ Studio: Brooklyn-based design-build fabrication studio producing custom architectural installations, retail environments, and art pieces. Closest comparable given shared Brooklyn location, similar client mix (cultural institutions, brands, architects), and integrated design-to-fabrication model.
• Eventscape: Custom architectural fabrication firm specializing in large-scale feature elements, facades, and branded interiors for commercial clients. Comparable on bespoke fabrication capabilities and tier-one commercial client roster.
• Workstead: Brooklyn/NYC interdisciplinary design practice with in-house fabrication capabilities producing custom interiors, lighting, and architectural installations. Comparable design-led approach to high-end hospitality, retail, and residential projects.
• Allied Maker: Long Island-based custom lighting and fabrication studio combining handcraft with CNC/machining to produce bespoke fixtures for luxury residential and commercial clients. Comparable custom-fabrication model serving design-forward clientele.
• Uhuru Design: Brooklyn-based design and fabrication studio producing custom furniture, lighting, and architectural elements from reclaimed and specialty materials. Comparable craft-led approach and NYC design-firm client base.
• Egg Collective: NYC-based women-owned design and fabrication studio producing high-end custom furniture and architectural millwork for residential and commercial interiors. Comparable Brooklyn craft workshop serving architects and luxury brands.

Broad incumbents

• Rockwell Group: Major cross-disciplinary design firm with strong hospitality, retail, and experiential practice that includes fabrication and installation capabilities. Comparable client mix (luxury retail, hotels, cultural venues) but operates at significantly larger scale.
• Gensler: Largest global architecture and design firm with a dedicated experience design practice that fabricates branded environments for Fortune 500 retail and consumer clients. Comparable end-customers but vastly broader portfolio and integrated services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-new-motor
• Instagraminstagram.com/thenewmotor/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The New Motor