A Special Advertising Section Of The New York Observer

Luxury Rentals Monthly

Luxury Rentals
Uncovered

Cover Photo :
184 Kent Avenue
Williamsburg’s
New Digs

Plus
Luxe Living in Brooklyn: Surprisingly Affordable!
 A Special Advertising Section Of The New York Observer A Special Advertising Section Of The New York Observer

Luxury Rentals Monthly

A CONTEMPORARY CLASSIC

For all the talk of a newly flexible rental

market, apartments still rent at $20,000
per month in this city. So what’s the deal?
The deal is, you can get one, but the market
is a little more nuanced than some might
have you believe.

The Corner at 200 West.

luxury has many looks in 2010 ALL IMAGERY IS ACTUAL PHOTOGRAPHY

“R
eality is, obviously, back two or
three years ago, rents were pushing
through the roof,” says developer
Jeffrey Levine, of Douglaston
Development, who just unveiled the posh 288-
unit Ohm building in West Chelsea last week. “We
anticipated a higher price per foot, and things have
come down,” said Levine. Now at Ohm, to put it
politely, “rents reflect the current market,” according
to Levine. And to put it bluntly, you can get a steal
in many buildings. Levine sees lots of young people
moving to the city who want to live in safe and
trendy neighborhoods. This is the group most well
positioned to rent at luxury buildings like Ohm.
Just upmarket from there, Rae Gilson, Director
of leasing for buildings like the newly renovated
Eastbridge Landing and The 64, a new building on
the Upper East Side, sees people getting older and
wanting to move to a nicer neighborhood, but still
hoping to rent because of the market. “More of them
have come from Murray Hill than anywhere else,” says
Gilson, noting a trend for young professionals to move
to the Upper East Side, where renting is traditionally
tight. “They felt it was the next evolution in New York
living,” Ms. Gilson said, of the 30-somethings she has
met seeking a quieter neighborhood.
But at the top of the market, nothing has really
changed, at least according to developer Michael
Bolla. In other words if you could afford to rent at the
super-luxe end, you still can, and your reasons have
not changed, i.e., one-of-a-kind luxuries, white-glove
services, and the lack of responsibility that comes
with renting. “Rental prices on the high end are
less vulnerable than sale prices on the high end. For
special apartments, there is a failsafe; they don’t travel
with the market.” And the amenities offered in Bolla’s
small building in Chelsea are evidence that the market
is not entirely the disaster some make it out to be.
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2 L January 26, 2010 the new york observer the new york observer January 26, 2010 L 3
 A Special Advertising Section Of The New York Observer A Special Advertising Section Of The New York Observer

When Location Luxury Rentals

& Style Matter Below is a guide to luxury rentals- ranging from relatively low to
very high- and featuring those new to the market, recently renovated,

45 POPHAM ROAD
and soon to premiere. We have assembled a list that crosses
neighborhoods but is emblematic of trends in luxury leasing- the
hyper-marketed in Williamsburg to the extravagant features available
in Chelsea and on the Upper East Side. Each has its own character
and distinctions- you’ll have to decide for yourself.

SCARSDALE, NY
436 W. 20th
Luxury Lofts and Homes
(212) 334-4782
www.michaelbolla.com
Perhaps at the top of the market, renting for
$15,000 to $20,000 per month is the exquisitely
placed 436 W. 20th. Overlooking the river
and the General Theological Seminary of the
Episcopal Church, the West Chelsea mansion
developers Michael Bolla and Michael Daniel
have converted to luxury apartments has four
units available for short-term or traditional
leases. The spaces feature ultra-luxe amenities
such as a live-in butler, who will, among
other things, make a fire for you in one of 13
fireplaces in the building. The décor combines
INTRODUCING THE FIRST AND ONLY
436 West 20th Street.
old-world and contemporary touches- original
Czechoslavakian chandeliers that have been
FULL-SERVICE LOFT RENTALS ON
SELECT, NEW TO THE MARKET
restored (along with all the original woodwork)
are combined with Liebherr refrigerators, Bosch washers and dryers, and Miele WILLIAMSBURG’S WATERFRONT...
dishwashers. Surrounding din is dampened by Quietrock technology and the all

1 & 2 BEDROOMS custom furniture is by George Smith- if you want it, they are also available unfurnished.
Apartments have 14- 17 foot ceilings and are 25 feet wide, offering unprecedented space
AVAILABLE for a rental building in Manhattan. Not to speak of the personal touches- antique pieces
the developer bought himself in Paris- and incredible hand-on services available. “I
live on 5th Avenue facing central park and I actually think the view of the seminary
is prettier,” says Michael Bolla of the building once owned by the Cushman family. A
specialist in historical preservation, Bolla says he and his partner restored the 1835
mansion as a labor of love. “No effort or expense has been spared… [but] we really did WILLIAMSBURG
this because we love the building.”

• Beautiful Herringbone Hardwood Floors
• All Village Services
• Negotiable Lease Terms, 1-5 years
• Doorman
PRE-WAR BUILDING, STEPS FROM TRAIN
OWNER MANAGED, IMMEDIATE AVAILABILITY
Homelike Atmosphere Without The Headache!
See Superintendent On Premises Or Call:
Mr. Robert 914-339-0064
or Ms. Allison 516-487-6790 x 234
NO FEE
184 Kent
JMH Development
Rentonkent.com
(718) 302-0480
Manhattan Class A, in BK
Loft-style, class A, all-rental buildings 184 Kent. STUDIO, 1, 2 & 3 BEDROOMS
generally show up only in the trendiest
Full-service building with doorman and concierge, resident lounge
spots in Manhattan. JMH Development has
with wi-fi, fitness center with river views, 30,000 sq ft of outdoor
put an end to all that. Purchased from the
National Park Service, JMH had to make space, and more. Residences feature teak wood floors, stainless steel SPRING OCCUPANCY
the hundred-year-old building into rentals appliances and washer/dryer in each apartment. This pet friendly 184 Kent Avenue at N 4th St
as part of the deal. They are now leasing Brooklyn, NY 11211
aggressively at the same demographic as
building is less than10 minutes from Union Square.
L Train to Bedford Avenue
would rent in the Lower East Side or East
Village, at a discount of approximately 888.300.1653
20%. And when you think of the commute
to Union Square- about 7 minutes- can’t
really beat that offer. 184 Kent’s marketing
:M8AJH>K:A:6H>C<6<:CI/
Rose Associates, Inc.
campaign, a mock hipster dating site

4 L January 26, 2010 the new york observer the new york observer January 26, 2010 L 5
 A Special Advertising Section Of The New York Observer
HVW
RESIDENTIAL
RENTAL SERVICES
Reliability • Professionalism • Discretion
Tungsten Property is a boutique brokerage active
within Manhattan, and much of Brooklyn and Queens.
We are adept at sourcing properties in all price ranges,
and additionally for relocation or short-term.
Please contact us 24 hours a day 7 days a week at
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or visit our site at
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6 L January 26, 2010
A Special Advertising Section Of The New York Observer
called WilliamsburgLove.com, has been both decried as sickeningly predictable and
hailed as satirical masterpiece, a clever skewering of the (fortunately) irony-gobbling
demographic likely to rent in the building. Renting to folks who would otherwise rent
at “Truffles in Tribeca or the Ludlow,” says Jason Halpern of JMH Development, 184
Kent has “those types of finishes and amenities- we’ve taken it to a higher level.” The
restored loft building- a rarity in rental- also boasts tons of outdoor space due to its
horizontal style. And for those looking for a historical, older building that has been
re-done, you won’t find anything else- Mr. Halpern says it is the only large-scale rental
development in Brooklyn. Designed by Cass Gilbert of Woolworth building fame, 184
Kent could be a great lifestyle accessory for the right match- likely young people who
want to stay in Brooklyn, have a sense of humor and want to move up in luxury.
The 64 300 E. 64th Street.
300 E. 64th Street
64rentals.com
So you moved to the city for that
job in advertising, public relations or
finance your first year out of U Penn.
The apt in Murray Hill consumed a lot
of monthly income, but Dad helped a
little and at least there were no mice-
you could get the most space for your
dollar there, and the neighborhood was
full of people like you. Now, you’re 30,
just got engaged or got a promotion.
Feel like you are outgrowing that
apartment above the Indian restaurant
in the 30’s? The 64- 300 E. 64th St- boasts a number of things you might be looking
for, perhaps most prominently location. The Upper East Side does not have lots of
new rental space, and the 64 offers more than a just high-end apartment with a Julian
Schnabel in the lobby- it offers a social life. The upscale building, which began renting
last April, is 73- 75% rented, according to leasing agent Rae Gilson. Sushi, continental
breakfast (complete with white wine) and other mixers tba await those who rent there.
Upgrade now!
1510 Lexington
Carnegie Hill Place
www.1510Lex.com 1510 Lexington.
(212) 348- 0500
Combining granite countertops and the
environmental security of a smoke-free, likely
to be LEED silver certified building, 1510
Lexington might seem oddly placed on the
Upper East Side. But don’t ask too any questions
when the place has energy star appliances, a
rooftop with barbecues and fireplaces, features
floor-to-ceiling glass in many units and rents
starting at $2250. The building has studios,
one, two and three bedrooms in 18 stories at
97th street. It is also New York City’s first smoke-free building. Seems like a real bargain
for amenities like 24-hour concierge. Not to speak of the pre-wired wi-fi and cable,
children’s playroom and on-site cafe. The rent-stabilized apartments debut in February.
Emerald Green
Emerald Green.
Glenwood
www.emeraldgreennyc.com
(212) 695-3838
Living up to the ideas associated with its color,
Glenwood’s “Emerald Green” is another option
for the environmentally conscious. The 568-
unit Midtown West megalith is on track to enter
Phase II of leasing at the end of January or early
February. Luxury need not mean excess, apparently,
as this, the first Glenwood project designed for
LEED certification, uses a “high percentage of
the new york observer the new york observer January 26, 2010 L 7
 A Special Advertising Section Of The New York Observer A Special Advertising Section Of The New York Observer

Ohm.

recycled-content construction materials from regional
sources, and ensures water preservation with water-
efficient plumbing, and green roofs utilizing recaptured
water for irrigation,” according to a press release. The
building is also fitted with occupancy sensors for lighting
in common areas, so as not to waste energy, and roof
terraces feature heat-reflective pavers. We’re not even
sure what that means, but figure they probably get an
“A” for effort. Sticking with the “green” theme, limestone
planters dot the outdoor terrace. A glass-enclosed
corridor connects lobbies to gardens and a reflecting
pool. The location is a bit of a no-man’s land, but, if you
happen to own a car you can fix that fast- for the totally
tricked out environmentalist there are electric car
chargers provided in the 400- car garage.
Ohm
Douglaston Development
www.ohmny.com
(212) 564-2288
Also breaking barriers with regard to luxury is the
West Chelsea tower Ohm, a 288-unit building now leasing
market-rate apartments with condominium-level finishes,
at astounding prices. Ohm, which used the same designer
who did the Gansevoort hotel, began leasing just last
week, and the apartments are going fast, according to
Developer Jeffrey Levine. One impressive feature is the
four-story lobby that will serve as a “public performance
and multimedia space.” The Brooklyner
That lobby also features The Clarett Group
a concierge service that
will do your personal
www.thebrooklyner.com
shopping- any kind. Weekly (718) 246-0111
performances in the lobby
are curated by the Knitting The website boasts that “the Brooklyner has been
Factory club. And in a move designed for the people who make Brooklyn an
sure to please the particular interesting place to live.” Brooklyn’s tallest building
demographic- young opened for leasing in December, with studios starting
people just moving to the
city- that Douglaston hopes Trends
to court, the lobby also Nearly by definition those renting high-end
features retro video games, apartments in Manhattan (and increasingly
such as Pacman. Brooklyn) belong to a demographic
Ohm is re-defining accustomed to certain luxuries, and as
luxury, really, and (god all things luxury do, these things change
love the recession) these constantly. Like the clothes modeled in
apartments start at $2,005
Bryant Park, the amenities offered in high-
per month. Other amenities to boggle the mind include a end buildings vary season to season. These
shuttle service to the nearest subway, and Zipcars onsite. days it looks like the trend of the day is…
Alas, the truly abiding quality of Ohm is somehow not stretching rooms! The newly fashionable
the price or comforts, but the location. As Levine points
comfort is making its way into the marketing
out, the Highline, the expected expansion of the 7 train material for many new buildings. What
and the Chelsea Piers facilities (with whom Ohm has a
is a stretching room exactly? Apparently
facilities share agreement) make this spot quite desirable. a cushioned space for meditation and
Levine goes as far as to say that the Highline is the most
preparation for yoga or other workout. Well,
exciting new happening in New York City in many years. I’ve always wanted (needed?) a padded room.
“I don’t want to compare it to the opening of Central
Park a hundred years ago, but…” Well, he will.

RP MILLER & ASSOCIATES, INC.

EXPERIENCE. CREATIVITY. RESULTS.

25 years of Real Estate Service

Whether it’s a rental, sale, sublease or corporate lease transaction
RP Miller & Associates, Inc. recognizes the desires and interests
of each client to assure an easy transaction. Clientele include:
investment bankers from the largest houses, renowned corpora-
tions, international clients from South America and Europe, and
domestic buyers; all receive the best support possible.

www.rpmillernyc.com
G_fe\1)()$0/'$+++0›<dX`c1igd`cc\iXjjfZ7Xfc%Zfd

8 L January 26, 2010 the new york observer the new york observer January 26, 2010 L 9
 A Special Advertising Section Of The New York Observer A Special Advertising Section Of The New York Observer

The Brooklyner.
Eastbridge Landing
www.eastbridgelanding.com
(212) 684-1333
377 East 33rd Street, otherwise known as
Eastbridge Landing, recently got “primped
up,” as leasing director Rae Gilson puts
it. The nine year old building re-did their
gym and spa, got a new media center as
well as ipod docks and flatscreens for
their gym, turning the 23-story tower into
prime luxury real estate. At first Ave. and
at $1,275 per month. Pretty astounding deal considering the building features a 24- 33rd street, Eastbridge would be perfect
hour attended lobby, valet parking and common sun deck on the 51st floor. Hardwood for students of NYU’s medical school.
flooring and modern Italian kitchens fill out the package. And imagine the view of There is a rooftop terrace, “cinema room,”
Manhattan. The Brooklyner, aka 111 Lawrence Street, is also proximate to more subway and 24-hour concierge. “It’s very modern
lines than any apartment in Manhattan could be. Perhaps this is the look of things to and has a youthful character,” says Gilson.
come in Brooklyn… The renovation is not yet complete but is
“There has been a strong initial response to The Brooklyner,” said David E. Perry, in its final stages. Studio up through four-
bedroom apartments are available.
Director of Leasing for The Clarett Group, in a press release. “There has never been a
better time for renters to upgrade to a brand new building in one of New York City’s
most connected neighborhoods.” Well, check it out for yourself- price can’t be beat.
The Corner at 200 West.
advertiser directory
Eastbridge Landing.
184 kent elgot
184 Kent is an exciting new luxury
rental now leasing 340 spacious loft Elgot: Specializing in the design of
apartments on the Williamsburg kitchens and baths for condos and co-ops,
waterfront. 184 Kent features Elgot has been New York’s premier kitchen
amenities that surpass those found and bath designers since 1945. Meet
at any other rental in Brooklyn, and their talented designers, knowledgeable
the building offers striking views sales staff and see the beautifully crafted
of the East River, the Williamsburg custom cabinetry and the full line of name-
brand appliances at their showroom. 937
Bridge and the Manhattan skyline.
Select apartments look upon a Lexington Avenue, NY, NY 10065; 212-879-
massive, fully landscaped interior 1200; www.elgotkitchens.com.
courtyard that’s been created in this
historic building which was originally designed by famed architect Cass Gilbert.
www.rentonkent.com.
emerald green
bettina equities
Bettina Equities: Emerald Green, the latest luxury rental
Living Well, in the World’s Greatest City building by Glenwood, seamlessly combines
Bettina is known for affordable prices that make impeccable finishes, services and amenities

Observer
Manhattan living in the finest buildings within with responsible living. Comprised of 568
reach, with NO FEE! Attractive studios, spacious spacious apartments ranging from alcove
three-bedroom duplexes and triplexes in the most studios to two-bedroom, two bathroom

Rentals
desired neighborhoods: East/West Side, Clinton, homes, Emerald Green stands as the prime
Murray Hill, Gramercy Park, Union Square and East addition in Midtown West. Emerald Green
Village. Experience the difference in the way our residents enjoy such convenient features as

is now monthly!
buildings are run -- with a quality commitment and front-load washers and dryers in every home,
ongoing attention to amenities such as exceptional 24-hour doormen and a state-of-the-art fitness
maintenance/upgrades, a responsive management center with a 50-foot lap pool. Visit www.
staff and roomy, comfortable layouts. www. emeraldgreennyc.com or call (212) 695-3838.
bettinaequities.com
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Tungsten Property

Lux
Next Coming Soon The Lucida, a dramatic 21-story
glass curtain wall building developed
editions are: The Corner at 200 West by Extell Development Company, Tungsten Property is
Gotham Real Estate features a limited number of
To a Soho based boutique,

Time move!
www.200west72.com luxury rental apartments.  Offering private, international real
(212) 721-1200 residents a lifestyle that combines
February 24 ea
estate brokerage procuring

mak
rk
w Yo the prestige of the Upper East Side
in ne residential and commercial W W W . T U N G S T E N P R O P E R T Y. C O M
March 24 Th e bes
T ren
Tals
e lUCiD
a:
aT Th g-awaited The highly anticipated project at 72nd and Broadway, a 20-story mixed use glass
with eco-consciousness, the Lucida office (class A through
April 28 also includes the ultimate in modern
, lon nts

C and sublease) or retail

The 24tal apartme
ren

tower, is nearly complete, and will likely begin leasing at the end of February. Likely
sive
exclu

amenities:  a  LA PALESTRA Fitness, space and residential condo and coop apartments. Our NYC based real estate
May 19 to receive LEED silver certification, the building incorporates five floors of retail in its Wellness and Spa Center, indoor  playground designed  exclusively by Kidville, agents cover Manhattan, and areas of Brooklyn and Queens. Our website has
glass box structure. The building, designed by Handel Architects, features a unique glass
June 23 design, which involves an 80% glass façade on one side of the concrete reinforced tower.
N.Y.,  private lounge and game room, wine cellar and bike storage.  
 For more information, call 212.585.1510
top 10 ranked web traffic for all New York City real estate companies. We can be
reached live 24 hours a day at 18TUNGSTEN1 (888-647-8361).
July 28 And the amenities are countless, everything you would expect: Liebherr appliances,
Sub-Zero wine coolers, Restoration Hardware light fixtures, Kohler faucets, a roof deck,
children’s playroom, concierge services and on-site valet. And the Upper West Side
location is unbeatable, with express trains, shopping, Lincoln Center, etc.
rp miller & associates Two Trees Management Co
Whether it’s
Coming Soon Two Trees Management Co. is
34 Berry
LCOR
a rental, sale,
sublease or
corporate lease
RP MILLER & ASSOCIATES, INC.
EXPERIENCE. CREATIVITY. RESULTS.
pleased to announce it’s collection
of NO-FEE apartments. Each
building has its own superb array of
www.34berry.com transaction
amenities, many of which include
RP Miller & 25 years of Real Estate Service
For advertising information (212) 210- 6666 Associates, Inc. recognizes the desires
Whether it’s a rental, and
sale, sublease or interests oftransaction
corporate lease each client to assure
a 24- hour concierge, individual
washer and dryers, on-site parking,
In trendy north Williamsburg, conveniently proximate to near beer halls and an easy transaction.
RPClientele include: Inc.investment bankers from the largest
please contact: McCarren park, 34 Berry will make its debut this spring. The ground-up rental
Miller & Associates,
houses, renowned corporations,
recognizes the desires
international
of each client to assure clients
an easy transaction.
and interests
frominclude:
Clientele South America
outdoor courtyards or rooftop
gardens and fitness centers. In
building sits at N. 12th and Berry, affording park and Manhattan views for its
Robyn Weiss, Real Estate Director and Europe, and domestic
investment buyers;
bankers fromallthe
receive the best
largest houses, support
renowned corpora-possible.  The
tions, international clients from South America and Europe, and the artist waterfront community
upper floors. Perks include a rooftop terrace, rooftop lounge, on-site fitness facility one on one approach practiced at RP Miller & Associates offers the best
domestic buyers; all receive the best support possible. of DUMBO, is an intimate portfolio
212-407-9382 rweiss@observer.com and parking, but really the main perk here is location- minutes to Manhattan,
tons of shops and services on Bedford Ave., and the thrill of being in the middle of
representation by placing the client first. Our agents are available by direct
phone, cell phone, or email 24 hours/day, 7 days per week. Please contact us
www.rpmillernyc.com
of historic loft style properties each with its own rich history. For more
information please visit www.TwoTreesNY.com
Brooklyn’s trendiest hood. Rose Associates are handling leasing. at 212-980-4449 forG_fe\1)()$0/'$+++0›<dX`c1igd`cc\iXjjfZ7Xfc%Zfd
more information.

10 L January 26, 2010 the new york observer the new york observer January 26, 2010 L 11
 AASpecial
SpeciAlAdvertising
AdvertiSingSection
SectionOf
ofThe
theNew
newYork
YorkObserver
obServer

How to renovate Rule 5 Consider a partial

renovation for kitch-
your kitchen ens in need of updating: A breakfast
bar to gain a more open look. New
without countertops, backsplash, under
renovating your cabinet lighting, rotating shelf
systems.The key here is a clever
entire life. upgrade of existing space.

Manhattan’s Premier Kitchen and Bath Designers

937 Lexington Avenue

Since 1945 Between 68th & 69th Streets
New York NY 10065
212-879-1200
www.elgotkitchens.com
12 L January 26, 2010 the new york observer
12 R August 31,-September 7, 2009 the new york observer