Welcome to The White Loft. NYC’s daylight studio for photography, film and creative events

Our Grand Street loft combines a clean, modern aesthetic with the flexibility creative productions need. Just steps from SoHo on the Lower East Side, the 1,500-square-foot space features a 16-foot-wide, 17-foot-deep, 11-foot-high white cyclorama that provides a seamless backdrop for photography, film shoots, pop-up showrooms, and small private events. North-facing windows bring in a soft, consistent daylight—bright enough for natural-light work yet free of harsh direct sun. Nearly twelve-foot ceilings and the open floor plan make it simple to reconfigure sets, furniture, or displays.

The loft is equipped with 100A three-phase power and convenient amenities including a lounge area, kitchen sink, refrigerator, microwave, and private bathroom. A video doorbell system provides easy entry. The freight elevator simplifies load-in and load-out on weekdays until 5pm; please note that it is unavailable after that time and on weekends.

We work to maintain the cyclorama in a clean, bright white finish. While we carefully clean between sessions, some scuffs or marks may remain. If you prefer a freshly painted surface for a perfectly pristine look, we can repaint the cyc for an additional fee.

Available Equipment

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Profoto D2 500Ws Monolight – 3 units
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Profoto Connect Pro (TTL trigger for Fujifilm)

Westcott FJ400 Battery-Powered Strobes – 3 units

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C-Stands with Boom Arms – 6 units
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Neewer 71" Parabolic Reflective Umbrella

Heavy-Duty Extension Boom Arm Bar (Adjustable 3.6–8.2 ft)

Neewer 35.4" Parabolic Softbox with Grid

Godox 14" x 63" Stripbox with Grid – 2 units

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Godox 24" x 35" Softbox with Grid
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107" Seamless Paper Backdrop
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Spotlight Optical Snoot with Gobos
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Black V-flats - 2 units
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White V-flats - 2 units
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Beauty Dish - 1 unit
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Scrim Jim 4x4, 6x6 or 8x8 - 1 unit
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For those who need an extra hand, we can assist with seamless backdrop setup or provide full grip and lighting support.

The space is naturally divided into distinct functional zones, making it easy to transition between shooting, meeting, and relaxing. 

The large cyclorama area offers plenty of room for production setups, while the adjoining gear storage keeps equipment organized and out of sight. 

The kitchenette area can double as a makeup or changing room, providing flexibility for talent and crew. A dedicated lounge and dining area make the space welcoming for clients and collaborators, and the elevator access ensures easy load-in and load-out. 

Overall, the layout combines practicality with a clean, comfortable flow that supports both creative work and downtime.