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Will Warby Parker Cachet Lease These $10,000/Month Rentals?

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Last year, trendy glasses purveyor Warby Parker opened an Upper East Side shop in a former pharmacy that had previously been operating for over a century. Now the landlord of the townhouse-style building, which includes two rental units above the retail store on the corner of 83rd and Lexington, is trying to capitalize on the brand's cachet by renovating the apartments and renaming the the building "The Warby." Of course, that means that prices will be high (even though, oddly, the spectacles aren't that expensive). The two apartments hit the market this week: both are full-floor with three bedrooms and 2.5 baths; one with a private terrace and fireplace wants $11,500/month; the other, which has a full floor of outdoor space, leasing for $13,500. They have floor-to-ceiling windows, central air, washer/dryers. The question remains: will The Warby name bestow scorn upon these apartments, or pique prospective tenants' interest?

Fun fact: the landlord here at 1209 Lexington is Samy Mahfar, who's earned a notorious reputation for not giving his Lower East Side residents an easy time of it. And that's putting it gently.
· Listings: 1209 Lexington Avenue [StreetEasy]
· One landlord is naming a whole building after trendy tenant Warby Parker [NYDN]
· Warby Parker Picks Former Historic Pharmacy For Its New Store [Racked]
· Tour Warby Parker's Historic Upper East Side Store [Racked]
· Rental Reveal archive [Curbed]