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Thread: Manhattan's Toy Center to become apartments

  1. #31

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    Right, that old scheme was posted on the first page of this thread, but it was reported a few weeks later by Curbed that John Pawson is now the architect. He produced that crap you see above.

    His website doesn't have any details about this project either.
    http://www.johnpawson.com/

  2. #32
    Fearless Photog RoldanTTLB's Avatar
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    Hmm, ok, I might have posted a new thread about this, but let's renew this one.




  3. #33

  4. #34
    NYC Aficionado from Oz Merry's Avatar
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    Mods, is the Manhattan's Toy Center to become apartments thread about the same thing?


    No Toys, but a Park Nearby

    By ALISON GREGOR


    Ruby Washington/The New York Times
    The building at 1107 Broadway, once part of the International Toy Center, is being converted into 125 condos.



    A streamlined six-story addition, as shown atop the model, will crown the old Toy Building North, now being called 10 Madison Square West. The addition will contain 14 large units, or “tower residences,” and many will have terraces.

    Now to be called 10 Madison Square West, the former 16-story Toy Building North, which is on the west side of Madison Square Park at 24th Street, is being converted to 125 condominiums that will go on the market this month. Construction is expected to be complete by the end of next year.

    The building, at 1107 Broadway, was once part of the International Toy Center, attached by a ninth-floor pedestrian bridge over 24th Street to its neighbor to the south, 200 Fifth Avenue, for a total of 1 million square feet of toy showrooms. The larger building at 200 Fifth Avenue is still an office building, although it also houses the massive Italian food emporium Eataly. The sky bridge is no longer used and will most likely be demolished.

    The Witkoff Group acquired the nearly 380,000-square-foot former toy showroom building at auction in 2011 for about $190 million and will spend about $300 million renovating it; the developer recently began marketing the building in earnest.

    “We originally came in thinking we were going to look at it as an office property,” said Steven C. Witkoff, the chairman and chief executive of the Witkoff Group. But after entering the building and seeing views of the Flatiron Building, the New York Life Building with its gold pyramid roof, and the MetLife Clock Tower that “not many people have had the opportunity to do, it was just clear” that residential condos were the way to go, he said.

    Previous developers had experimented with visions of taking the former Toy Building North and making eye candy for big kids with blocky condo additions. Starting in 2005, two groups tried condo conversions, the first one running up against entrenched business tenants. The building has been virtually vacant, its interiors gutted, since 2007, when the economy began suffering and a development partnership including Tessler Developments bought it in a failed attempt to create about 190 units.

    But the Witkoff Group, which demolished a 40,000-square-foot portion of the building on the northwestern side of its horseshoe-shaped structure, will add that square footage to the top in a fairly streamlined six-story addition dovetailing with the original structure’s design. The demolished section, hemmed in by 12-story buildings, never offered much in the way of views, but the developers will turn the now-cleared space into a private courtyard for residents.

    There will be one- to five-bedroom apartments at 10 Madison Square West, according to Douglas Elliman Development Marketing; the bulk will be three-bedrooms. Prices will start around $1 million, for a one-bedroom, and exceed $25 million for the five-bedroom penthouse.

    The addition will contain 14 large units being called “tower residences,” many with terraces, said Susan M. de França, the president and chief executive of Douglas Elliman Development Marketing.

    The developer is retaining many of the same window openings but will be enlarging windows in rooms at the corners; it has designed larger windows in the tower as well. Residences at the conjunction of Broadway, Fifth Avenue and 24th Street will have living rooms with three-way panoramic views, said Scott Alper, a principal of Witkoff.

    Besides a new lobby and concierge desk, the building will have 10,000 square feet of amenity space on a lower level that will be reached from a grand staircase in the lobby. This will include a 60-foot swimming pool and a hot tub; locker rooms for men and women, each with steam and sauna; a 2,000-square-foot fitness center; and a separate Pilates studio, all programmed by the Wright Fit, Ms. de França said. There will also be a children’s play-and-party space with kitchen, along with a spa-treatment room.

    The interior designer is Alan Wanzenberg, the founder of Alan Wanzenberg Architect and Design, which worked with the Witkoff Group on its development at 150 Charles Street. Mr. Wanzenberg said he intended to bring the same classic design sense to 10 Madison Square West, using materials like bianco Carrara marble tile, large-format white porcelain tile, wide-plank oak and reclaimed cedar.

    Mr. Witkoff, who is largely envisioning families for the units, said he was optimistic about the project because of the building’s central location in Manhattan and proximity to Madison Square Park, which has undergone a renaissance in the last decade.

    “What the Madison Square Park Conservancy has done with that park is nothing short of extraordinary,” he said. “It’s really upped the ante for a lot of the properties right there. People want to live there.”

    A competing glass tower nearby, One Madison, at 23 East 22nd Street, similarly went through a succession of owners; it will now be marketed by the Related Companies. Mr. Witkoff said pricing at 10 Madison Square Park would start out modestly.“We believe in pricing that creates a lot of interest,” he said, “and we bought the property well, and we can afford to do it that way, so we intend to do that.” The Toy Building North has always been unassuming. Though one of its two designers was William Van Alen, who went on to design the Chrysler Building, this one has almost been more noteworthy for what it replaced — two distinguished hotels — than the office building itself.

    https://www.nytimes.com/2013/06/02/r...er=rss&emc=rss




    http://ny.curbed.com/archives/2013/0...d_its_soon.php

  5. #35

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    That's a pretty decent upgrade.

  6. #36
    Crabby airline hostess - stache's Avatar
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    It makes me want to puke.

  7. #37

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    Merged threads

  8. #38

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    The current building is, or at least was, awesome. They used to do large events in the expansive lobby on weekends. I went to a breadth taking wedding there several years ago. They space was tremendous and they really did a great job.

  9. #39

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    This building should have windows with black grids.

  10. #40

    Default 2 June 2013




  11. #41

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    I wonder how that 'breezeway' (bridge structure) over the street is going to factor into the new residential conversion of the building. It may turn out to be a short walk to work for someone who has an office in that building across 23rd street.

    Glad to see this project is 'finally' underway: they have been "toying" with the idea of a residential conversion for years now. HeHe

  12. #42
    NYC Aficionado from Oz Merry's Avatar
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    ^
    The sky bridge is no longer used and will most likely be demolished.

  13. #43
    Disgruntled Optimist lofter1's Avatar
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    It's butt ugly anyway. Get rid of it.

  14. #44

  15. #45
    Fearless Photog RoldanTTLB's Avatar
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    So a couple things, I guess.

    1.) No height has been added yet. As of this weekend, they have re-decked the original roof of the building that was completely torn off.
    2.) To do the conversion with less of the strange "home office" style floor plans that are abundant in these cases (20 Pine anyone?) they actually tore down a big chunk of the rear of the building so it is now L shaped. I'm not positive that counts as "preservation." It seems more like a lighter use of façadomy to me.

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