A Med City branding firm – White Space – is filling a blank spot in a historic downtown building.

Owner Sarah Miller recently started moving her team into a 1,000-square-foot space in the front half of 319 S. Broadway.

The Rochester Downtown Alliance occupies the back portion of the space, which previously served as half of Refashion Consigned Furniture & Clothing and later as home for the Prom ReSale consignment shop.

“We anticipate by about mid-February being a little more settled,” said Miller of the transition. Including herself, White Space has four team members in Rochester and one based out of state.

She describes the move as having two goals – boost creativity and create a home for White Space’s local e-commerce project called Gift Rochester.

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Sarah Miller
Sarah MillerContributed

After having several offices as well as working from home during the eight years since launching the firm, Miller has a clear of vision of what she wants from the Broadway storefront

“A space needs to be more than an office. It needs to be a place where we can explore creativity … where we can create community,” she said. “This space I was drawn to because of its beauty and its location. It is a wide-open creative shell that is gorgeous with brick walls.”

The new office will serve as a centralized base of operations for Gift Rochester. Miller recently created the online retail platform that is curated by White Space.

“It will never be a retail center, but more like a centralized fulfillment center,” she said. “We’re trying to figure out what the next phase of that looks like, and this space will help streamline some of our processes.”