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Tribeca Conversion Changes Hands?

Has the Shvo Group snatched one out of the claws of Prudential Douglas Elliman, Cipriani style? It was probably less dramatic than that, considering the size of the development in question, but it's still a juicy reader report nonetheless:

The lofts conversion (4 units) at 53 Murray St were originally brought to market this winter by Elliman - there have been no sales to date. This wknd, the Elliman sign was taken down and a SHVO sign has been put in its place -with listings $45K less than the Elliman listing. Under SHVO, the name has been changed to "Mansions on Murray." As of this morning, the units are listed on both websites.Indeed, as we type these words, 53 Murray exists on both the Shvo and Elliman sites, although the listings have been removed from the Elliman brokers' individual pages. Is that not a classic Shvo move, rebranding it the half-tacky "Mansions on Murray"? We're surprised he didn't raise the prices $45k.
· 53 Murray Street [Shvo]
· 53 Murray Lofts [Elliman]