Executive Team


Rafael Alvarez | Founder | CEO

Rafael Alvarez founded Remerge Studios, the first of three b[x] branded locations, in 2008.  Since then, Rafael oversaw design and construction of the two subsequent Brooklyn Brush Studios.  He can be found on site managing operations on a daily basis.

Along with designing, building and operating the b[x]  (now at over 150 units plus a curated gallery), Rafael is the foundation of the strong b[x]  community. He is a solutions-driven, creative visionary with a knack for seeing trends and capitalizing on them. 

Rafael has a professional background in Civil Engineering, with over 12 years of experience with a large Heavy Construction company.  He spent time in all 3 critical departments: Estimation, Design, and Field Supervision.

Most of his projects were on major bridge and transit rail systems throughout the New York Metropolitian area.  Notably, he oversaw a $240MM project on the New Jersey Light Rail Transit System, and the $134MM Triborough Bridge rehabilitation project (TB64). 

Additionally, Rafael has over 20 years of contracting experience, having built over 100,000 sqft of commercial and residential renovations throughout NYC.

"Giving our tenants the best member experience, leads to tenant longevity and word of mouth advertising."

Contact Rafael at: Rafael@thebrushx.com


Vincent Benedetto | Founder | President

Vincent Benedetto co-founded Brooklyn Brush Studios in 2011, expanding on the creative workspace model Rafael Alvarez developed in 2008.

As President of b[x] , Vincent leads in accordance with the company's overall vision and objectives.  He coordinates development and implementation of the operational infrastructure and monitors the effectiveness of systems, processes, personnel, marketing, payroll, equipment and materials acquisitions.

Prior to Brooklyn Brush, Vincent earned a Doctorate in Physical Therapy from D'Youville College in Buffalo, New York.  He founded multiple healthcare facilities across New York and New Jersey, specializing in outpatient physical rehabilitation services. 

Dr. Benedetto developed integrated care models between the rehabilitation facilities he founded and larger hospitals including: Mt. Sinai Hospital, Bronx-Lebanon Hospital Center, The Acasia Network, and Montefiore Medical Center.

Vincent's years of dealing with the public, employees and coordinating with insurance companies has been a great compliment to the b[x] .

"b[x] provides members with a collaborative community environment for their inspiration, and a unique physical space for their perspiration."

Contact Vincent at: Vincent@thebrushx.com


Dan Herdoon | Founder | COO

Dan Herdoon brings 20+ years of investment banking and real estate development expertise to b[x]. 

In his role of Chief Operating Officer, he parlays his multi-faceted financial and real estate background into leading edge business strategies and asset management.  From mergers and acquisitions at Bankers Trust / Deutsche Bank to project development at Leviev Boymelgreen, Inc. and Brack Capital Real Estate (BCRE), constant in Dan's career is strategic leadership and emphasis on efficient utilization of resources.  

Dan oversaw real estate projects such as The James (18 story, 115 room luxury boutique hotel), 225 Lafayette Street (complete restoration of a 15-story luxury condominium and retail space), and the $1B Grand City Group (DAX) US partnership with Elad Properties.

Most recently, Dan represented Yellow Brick Capital Advisors (UK) Limited in the United States.   

Dan is a graduate of Brandeis University with a Bachelor of Arts degree in Finance and Psychology.  He later attended business school at the University of Massachusetts and the Real Estate Institute at New York University.

"We provide an anchor for emerging Artists and Makers while transforming neighborhoods and driving local economies."

Contact Dan at: Dan@thebrushx.com


Alex Golimbu | Chief Strategy Officer | General Counsel

Alex is a successful entrepreneur expert at growing profitable start-ups from infancy through late-stage growth and acquisition. He is adept at combining leadership with creativity and team-building to guide organizational success. His proficiency at simultaneously managing multiple departments while aligning all towards ultimate company goals has proven critical throughout his career.

In his roles as Chief Strategy Officer and General Counsel, Alex brings his executive leadership skills and deep strategic experience to guide b[x]’s growth and expansion while minimizing risk, managing corporate governance and fostering the b[x] culture.

Prior to joining b[x] , Alex founded Morpheus Media in 2001, growing it from a tiny startup to a premier independent digital marketing agency and guiding the company through its acquisition in 2011.  Alex has also served as President - North America of Qmee, Head of Digital for Out There, and as COO of Guardian News & Media US and legaltech startup Justly.  He is also an experienced litigator and General Counsel.

Alex brings to b[x] 20+ years of experience in executive leadership, media, marketing, digital operations, technology and law.  He is a graduate of Boston College and New York Law School.

“Fostering the passions of our artists and makers is not just good business, it’s good. Period.”

Contact Alex at: Alex@thebrushx.com


Pia Coronel | Chief E[x]perience Officer

Pia Coronel is a community builder, artist, curator, creative strategist and growth hacker dedicated to sharing knowledge; helping communities grow and guide teams to develop creative programs and outreach. As a creator, Pia sees the importance of delivering effective messages. She understands and values creative ideas and the ability to share them with others.

With over 10 years of experience in the art world, Pia works closely with gallery owners to identify artists and curate shows. She is a liaison between the artists and the gallery, helping to build relationships and connect artists with collectors.  

In 2014, she co-founded NYC Creative Salon, a platform for building community through creative dialogue. These bi-monthly intimate conversations have built a growing, select and diverse group of over 200 creatives. In 2015, she started art+tech, a casual monthly meeting and platform for dialogue between tech professionals and new media artists where people from both groups learn from each other by sharing their perspectives and tactics in creating solutions for better products and practices.  

Pia attended School of Visual Arts and International Center of Photography. She received her B.A., cum laude from UMASS-Amherst in Psychology and Communications.

"Art and Community building isn’t a job, it’s a passion."

Contact Pia at: Pia@thebrushx.com


Noah Workman |  CMO

Noah Workman brings more than a decade of expertise in content development, creation and media planning for brands.  Twelve years ago to integrate the latest technology with purpose driven storytelling.

A co-founder of Iris MediaWorks, Noah has partnered with a diverse range of clients, from the largest consumer focused companies in the world to seed stage startups focused on fin-tech and artificial intelligence. He works with these companies to strategize, plan, and create exceptional content that transforms opinions, drives sales, articulates brand values and delivers a clear strong return on investment.

Noah's Iris MediaWorks clients include Google, Walmart, Estée Lauder, Condé Nast, Barclays, Allstate, Fisher-Price, Hewlett Packard, Bon Appétit, L'Oréal, GlaxoSmithKline, Pfizer, Techstars, M.A.C. Cosmetics, Walmart, HP, Mashable, Refinery29, Ford Foundation, Havas and Vayner Media.

His work can be seen on a variety of platforms including Netflix, Hulu, Amazon, Sundance Channel digital and new media companies including Mashable, Refinery29, Facebook Live, The Scene and You Tube.  

A graduate of NYU's interdisciplinary program at Gallatin, Noah has produced 6 feature films primarily focused on social issues.  

"We are a company based on celebrating our Artists and Makers, what better way to do so than by storytelling." 

Contact Noah at: Noah@thebrushx.com


Field Team


Jillyan J. Acosta | Building Manager • Brooklyn Brush 362

Jillyan J. Acosta is a native New Yorker and worked several years in the service industry prior to joining the Brooklyn Brush Team. Jillyan joined Brooklyn Brush in May of 2015 as the Building Manager for the 362 Jefferson Street location.

Contact Jillyan at: Jillyan@BrooklynBrush.nyc