Now that the Toll Brothers' first batch of New York City developments are all in various stages of completion?One Ten 3rd in the East Village, Fifth Street Lofts in LIC, and North8 & the complainy Northside Piers in Williamsburg?you knew the moment of the big reveal of the McMansion builder's next "City Living" property, previously announced for Murray Hill, was imminent. And kaboom, an e-mail has gone out to "Toll Brothers City Living VIPs" announcing the 12-story 303 East 33rd, directing them to this teaser website. Pre-sales will kick off in August on the one- to three-bedroom condos, and the sales office will open in September. None of the previous Toll Bros. properties really had a "theme" (besides North8's "Williamsburg. All Grown Up." campaign), but it's a crowded marketplace out there nowadays, so this one is all about eco-friendliness. The tagline is "A Green Condominium" and the announcement mentions LEED registration. The on-site parking, however, doesn't really seem kind to Mother Earth. Wouldn't a "green" building discourage its residents from all having their own gas-guzzlers? Eh, who cares? This is Murray Hill and in Murray Hill there are no rules.
· 303 East 33rd [303e33.com]
· Toll Brothers Take on Murray Hill [Curbed]