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"With the current high status of the Mad Men aesthetic, I wonder why this 1957 building cannot simply be, well, enhanced to accentuate (subtly) its mid-century modern qualities? The architects Marmol Radziner are very good at this. I love the lobby entrance. I love the "wedding cake" profile. If the whole were polished up, with appropriate signage on the storefronts, Knoll furniture in the lobby, and all the systems upgraded, it could be positioned as The Cool & Hip building on Park Avenue. I think, in the end, this might offer a greater distinction than simply being New (a distinction with a short shelf life)."?Urban Observer [Four Starchitects Are Battling for Park Avenue Victory]