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Architectural Photography Fun; Sales Officially Launch at 35XV

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EVERYWHERE?Town Residential is upping its social media game with a new campaign called "Look Up New York." For 90 days (starting yesterday), Town will challenge New Yorkers to identify iconic building with questions that reference little-known facts about their history?like today's question: "Where in NYC was Betty Crocker born?" The questions are paired with black and white detail shots of the buildings by architectural photographer Bob Estremera, and the answers will be provided on the campaign website. People can play along on Twitter or upload photos on the website for a chance to have their image published in the September issue of New York Magazine. Even if you don't want to submit photos, you can browse Estremera's lovely images on the website. [CurbedWire Inbox; official]

CHELSEA?Alchemy Properties has been selling units at its new condo building 35XV, located at 35 West 15th Street, for a month already, but today they made things official with the opening of a sales gallery. Forty percent of the 55 units are in contract. FXFOWLE designed the glassy tower, which will sit atop the new Xavier High School. Construction on the condo portion has barely just begun, but they should be move-in ready by mid-2014. Available units range from a 917-square-foot 1BR/1BA listed for $1.745 million to a 3,831-square-foot 4BR/3.5BA asking $11.5 million. [CurbedWire Inbox; previously]

MIDTOWN EAST?It's been six months since ground broke on the Norman Foster tower that's rising at 50 UN Plaza, a site that sat vacant since 2007, and a tipster recently sent along a photo showing the progress. The tower will eventually rise to 44 stories, and the skeleton looks to be about at the 16th floor. When complete, the Zeckendorf-developed tower will have 87 units, including a 10,000-square-foot penthouse duplex. [CurbedWire Inbox; previously]

50 UN Plaza

50 United Nations Plaza, New York, NY