Husband and wife architecture/design firms steps into spotlight.

Success stems from having a passion for what you do and doing it well. For John Cetra and Nancy Ruddy, the husband and wife team behind Cetra/Ruddy Incorporated (Cetra/Ruddy), one of New York City's fastest growing architecture and interior design firms, this is the philosophy they live by.

"We have enthusiasm about our work and a dedication to excellence," Ruddy said. "For us, it's about understanding the client's needs, staying committed to their goals and delivering the highest quality design regardless of the budget or project type."

Founded in 1987, this award-winning boutique firm has made impressive strides and is now staking its claim in New York City with the announcement of their newest assignment, Keefe, Bruyette & Woods' 100,000 square-toot headquarters at Two World Trade Center. With a focus on client service, an expertise in creative problem-solving, a sophisticated comprehension of market demands and financial constraints, and a hands-on approach by the firm's principals, Cetra/Ruddy has quickly become a top contender for some of the Tri-State area's most desired commercial, residential and development projects.

"Nancy and I have over 40 years of collective experience and a staff comprised of talented architects, interior designers and interior decorators," said Cetra. "We pride ourselves on our ability to provide our clients with single source accountability offering big-firm expertise and the personalized hands-on service of a small firm."

While Ruddy and Cetra's roots can be traced back to some of NYC's most prestigious architectural firms, they always envisioned starting a firm of their own. At the last firm they worked for, Eli Attia Architects, which specialized in large-scale development and corporate projects, Ruddy served as managing partner and director of all interior design projects, and Cetra served as senior designer. They knew then that their complementary skills in design and management would be just the combination necessary for a successful entrepreneurial endeavor. Ruddy also wanted to resume her hands-on role in regard to specific projects.

In 1987, after only three months in business, Cetra/Ruddy was presented with an extraordinary opportunity. Hartz Associates, a former client, was developing a 962-unit residential project in Long Island City, and were not satisfied with their architect's solution. Hartz had worked with Ruddy on a commercial development and selected Cetra/Ruddy to design the project based on the team's prior experience in large-scale housing. Cetra/Ruddy not only designed the project, but developed the urban design plan for the six-acre site, spearheaded the rezoning of the property, developed a new mapped street and 480-foot waterfront esplanade. Although the project is not yet built, it is expected that within the next year it will move forward following the guidelines spelled out in Cetra/Ruddy's original design.

When the recession hit in the late 1980s, and over half of all New York City architectural firms closed their doors, Cetra/Ruddy flourished. While the development market dried up, Cetra/Ruddy built upon its already diverse practice, which included the nonprofit segment (dormitories and special needs housing), and Wall Street clientele. In addition, Cetra/Ruddy took advantage of a new economic market and used their analytic expertise to assist companies with downsizing and better use of their real estate, while in the process expanding their own geographic focus.

Nearly 12 years later, with a staff of 20, more projects pouring in and the firm's distinguished reputation solidified, Cetra/Ruddy has etched a name for itself among the Tri-State area's most prestigious corporations and prominent developers.

One of the more unique and challenging projects Cetra/Ruddy undertook at the height of the recession was the transformation of one of the City's largest S.R.O. buildings - Euclid Hall - into permanent housing for the homeless. Located on Broadway between 85th and 86th streets, Euclid Hall had gradually fallen into despair. Purchased by the West Side Federation for Senior and Supportive Housing, Cetra/Ruddy was brought on-board to create a 352-unit, full-service (residency, counseling, support and job training) facility for the homeless. Providing both architectural and interior design services, Cetra/Ruddy's work also included the revitalization of the original brick and iron work and other special design elements that won them plaudits from New York's toughest critics like Christopher Gray of The New York Times. Within the constraints of a tight budget, Cetra/Ruddy was able to introduce high-quality design elements rarely seen in supported housing.

"We've always believed that high quality design and a hefty budget are not synonymous," said Ruddy. "The key in working with a non-profit organization, or any client, is establishing project goals and a properly thought-out critical path to assure a well-managed process. We insist on a schematic design cost estimate of all projects to assure that a client's budget and goals are in sync at all phases of a project."

Euclid Hall presented other challenges as well. The tenancy required Cetra/Ruddy to develop innovative systems and designs for this unique population. Their design included color-coded floors to personalize the living experience and, more importantly, assist residents in finding their way back to their units; plexiglass storefronts on communal kitchens to assure tenant safety; keyless door locks that couldn't be easily broken; and multi-purpose rooms to be used for tenant recreation and job training.

"Special needs housing presents a unique set of challenges," said Laura Tavormina, deputy director of the West Side Federation for Seniors and Supportive Housing. "Cetra/Ruddy not only understood the challenges, but was able to provide a sense of warmth and safety without sacrificing quality. They created a residence anyone would be proud to call home."

With many of New York' s leading companies and prominent developers as clients and an extensive list of successfully completed projects in all property types to boast about, Cetra/Ruddy was ready for the next challenge. They didn't have to wait long. When Mayor Giuliani introduced his Lower Manhattan Plan, providing incentives to developers to convert obsolete office buildings to residential use in the Financial District, Cetra/Ruddy was ready to play their part in the transformation of Wall Street. Tapped by Rockrose Development Corp. to serve as design architect and interior designer for the conversion of 45 Wall Street to residential use, Cetra/Ruddy was selected for their market savvy, keen understanding of the Downtown business community and proven track record in creating unique, thoughtful and innovative solutions for their client's projects.

The property at 45 Wall Street, a 470,000 square-foot, 28-story, 435-unit luxury apartment building, was completed on schedule, on budget and was officially the first major office building converted to residential use under the Lower Manhattan Plan.

Responsible for the building's new facade, lobby, club lounge, executive conference center, fitness center and all common areas, Cetra/Ruddy worked with the property's owner/developer to provide prospective tenants with the ultimate live/work/play environment. 45 Wall Street, like all of Cetra/Ruddy's projects, was designed from the inside-out. Through extensive up-front analysis, the firm was able to better understand Rockrose's goals and how the property needed to operate.

"The initial programming stage is the most critical phase of the project," said Ruddy. "Whether the project is an investment bank or a multi-family building, we unearth the essential elements of the assignment. At the end of a project, many clients advise us that we understand their company better than their own management team."

Detailed program questionnaires are developed for every project that delve into details such as, in the case of 45 Wall Street, "How many bags of groceries requiring refrigeration are presented to the concierge each day?"

Cetra/Ruddy's success at 45 Wall Street won them accolades not only from Rockrose, but from the business community as well. As a result, they were tapped for the conversion of 200 Water Street into 576 luxury rental apartments, another Rockrose project, which was completed in June 1998.

Cetra/Ruddy's commitment to client goals and their client first credo has resulted in a 65 percent rate of repeat business. The firm's expansive list of services has allowed them to take on the role of an outsourced facilities department for many of their clients.

Another arena in which Cetra/Ruddy specializes is in creating the physical environment and image that helps position a company. "In creating a corporate headquarters, it's the architect, in many cases, that puts the 'face' on the company," Cetra said.

When Modell's, the national sporting goods retailer, moved their headquarters to Manhattan, they wanted their new space to make a strong statement about the firm's personality. They brought in Cetra/Ruddy, who created a fun, sports-related feeling with baseball glove chairs and vinyl flooring designs that mimic a basketball court in the lobby.

When Fenway Partners, a venture capital firm, was preparing to open their first office, they also turned to Cetra/Ruddy. They wanted an elegant, yet dynamic and unique environment that would reflect the firm's corporate goals of prestige and stability.

In Cetra/Ruddy's latest headquarters project, the firm was recently selected from a field of some of New York's most prestigious architectural firms to design Keefe, Bruyette & Woods' national headquarters on two full floors at Two World Trade Center.

Cetra/Ruddy is serving as architect and interior designer for the new facility. The 100,000 square-foot project includes an 80-person trading floor, state-of-the-art conferencing facilities, an employee cafeteria and sophisticated technology-driven workstations for 200 people.

"We bring to the table all the benefits of a large firm's experience and depth of talent, while at the same time offering the personalized, hands-on service and flexibility so many larger firms can't provide. It's this strength that keep our clients coming back, the referrals pouring in and our work days ending long after dark," Cetra and Ruddy concluded.