American Berserk was created around an ambitious idea to build an experiential art exhibit unlike anything in New York City. The venture was backed by an art-loving entrepreneur who wanted visitors to experience art rather than simply look at it. The concept would allow artists to guide visitors through their work, turning individual pieces into immersive, living environments.

To make the experiment possible, the space needed to be just as unconventional as the concept itself. American Berserk needed a large, open floor plan with high ceilings that could be transformed into individual worlds for each participating artist. A prominent facade and substantial frontage were also important for creating visibility and marketing the experience. Most importantly, the venture needed a short-term commitment and reasonable rent, giving the new company the opportunity to test the concept before deciding whether a longer-term location made sense.