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The Massive Greenwich Lane Sales Gallery Is Kind of Amazing

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All photos by Will Femia.

The Greenwich Lane, the residential redevelopment of St. Vincent's Hospital, is a huge project—so huge that its sales gallery was built in a former supermarket. It's fitting to describe such a massive sales gallery as ridiculous. But the Rudin family's motto has always been "go big or go home" (we just made that up), so naturally, the development team built out a model for every single building in the project. There are five buildings, plus five townhouses, and each has its own distinct aesthetic created by Thomas O'Brien, whose favorite thing to do is combine old and new. At the Greenwich Lane, he eschews the all-white-everything so often seen in new developments, and the results are remarkable. If it was possible to live in a sales gallery, we'd happily move in.


No prospective buyer would want to see every single model, so to help them narrow down their options, they first take a look at an intricate scale model of the building and play with a massive Greenwich Lane iPad. The gallery above captures this experience, and details the elaborate underground amenity complex that exists below the buildings.

The FXFOWLE-designed development has more than 200 units, and it's currently more than 70 percent sold. About 90 percent of the buyers are domestic, with about 70 percent already living in the city. Closings will start in early 2016.


↑ First up is 140 West 12th Street, a 22-unit building with mid-century-inspired design and restored facade. The one- to five-bedroom homes feature casement windows, red oak hardwood floors in a "russet" finish, and many units have private terraces. The sales gallery model shows the design of the Art Deco lobby, which has walnut paneling, marble wainscoting, and a carved stone base. O'Brien designed all of the furniture and lighting. There are currently two units available in this building, a 3,088-square-foot 4BR asking $8.61M and a 1,073-square-foot 1BR asking $2.59M.


↑ Moving down the block to 150 West 12th Street, which has a restored 1920s facade and 1920s-inspired design. The 14-story building features 24 units, with two per floor. They range from one- to five-bedrooms homes, including several multi-level homes with private gardens and terraces. The kitchens here are a dream, featuring soapstone counters, white cabinets with milk glass insets, and espresso-stained floors. The master bathrooms are also lovely, with a herringbone-patterned gray marble floor with a white marble tile border. O'Brien repeats the same shapes in all of the bathrooms, but in slightly different ways. There are also only two units available here; a $12.45 million 5BR and a $18.75M penthouse.


160 West 12th Street is the third and final building that features a restored facade. It is the biggest of the West 12th bunch, coming in at 15 stories and 58 one- to four-bedroom units. Here, O'Brien's designs are Bauhaus-inspired; homes' front doors are black painted steel, and kitchens have stainless steel lower cabinets and glass back splashes. Master bathrooms have mosaic marble floors and slatted cabinetry. Nine units are still available, ranging in price from $3.45 million to $8.57 million.


↑ Along Seventh Avenue, we have 155 West 11th Street, the biggest building in the project. It's entirely new construction, and fits in with the rest of the city's new construction by being very glassy. The 82 units have floor-to-ceiling windows, so to balance the sunlight, O'Brien use a richer palette in the kitchens. Cabinets and floors have a dark stain, and kitchen counters are a darker grey marble. The design is decidedly more modern than any of the West 12th Street buildings. According to StreetEasy, there are seven units available at no. 155, starting at $3.65 million. The priciest option is an 11th floor corner unit that's asking $17.525 million.


↑ There are only eight full-floor units at 145 West 11th Street, and only one $19.15 million unit remains. Reps call the building "club-like," and the design matches that feeling. The model features elements of the lobby, which has fabric-upholstered walls with antique brass trim and a floor with three different kinds of marble. The word "lavish" is definitely appropriate. The homes measure 4,500 square feet, and the $25 million penthouse found a buyer awhile ago.


↑ And finally, we have the townhouses. They measure 27.5 feet wide and can have up to six bedrooms. The entire third floor is a master suite, and there are fireplaces in the master bedroom as well as the living room. Each has a private garden, and a glass wall in the living space can fold open to bring the outside in. The kitchens look similar to those in 155 West 11th Street, but they also feature a wood-burning oven. What makes these houses different than all other new construction townhouses is that they have all of the same services as the rest of the Greenwich Lane, meaning the owners will never have to shovel snow or take out their garbage. They have not yet been listed, but will ask an average of $25 million each.
· The Greenwich Lane [official]
· All Greenwich Lane coverage [Curbed]