An alert tipster snapped the above photo, thinking it a bit odd that a Mercer Street storefront would suddenly sprout signage for Dutch starchitect Rem Koolhaas's Flatiron sidestepper, 23 East 22nd Street. This will, of course, be the sales office for the 24-story sister building to One Madison Park, and Koolhaas's Office for Metropolitan Architecture is handling the storefront design as well. It will be slightly out of control, and it will open this month. Perhaps this is a sign that the market for wildly expensive starchitecture hasn't completely dried up, but why so far down in Soho? Well, 23E22 is all about style and flash, and the 27 Mercer Street location has the fashion-forward Howard Street retail scene to the south, and Jean Nouvel's 40 Mercer to the north. Will some of that success rub off on Rem? Ew, that sounds gross.
· 23 East 22nd Street [Official Site]
· 23 East 22nd Street coverage [Curbed]