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Inside Williamsburg's Highly Optimistic Printhouse Lofts

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Two different developers tried and failed to convert 139 North 10th Street from artists' lofts to luxury rentals. The third developer was the charm, however, as Greystone just finished remaking the 104-year-old warehouse building into 36 brand new apartments known collectively as The Printhouse Lofts, the listings for which are set to go live any day now. In the meantime, the Observer got inside the building and talked to one of the developers and Dave Maundrell, the president of aptsandlofts, who are handling the marketing and leasing. They were highly optimistic, predicting that the building's success would top even the amenity-heavy 101 Bedford. "The kind of people who want to be in this area, more and more, they like the loft conversions, something that has a little more soul," Maundrell said.

The Printhouse apartments will range in price from $2,525 for a one-bedroom to $6,188 for a three bedroom, not counting the two duplexes with private outdoor space, and a solarium apiece, which will presumably be even more pricey. The building is fairly light on amenities, with a virtual doorman, video intercom system, laundry machines, bike storage, and shared roof deck, but it does include other enticing elements like an authentic antique printing press in the lobby. Or, in other words, "soul."
· The Bones Speak: The Printhouse Lofts in Williamsburg are Primed for Market [NYO]
· The Printhouse Lofts coverage [Curbed]