It’s the “Million Greenback” smackdown.
Within the blue nook — that’s the northwest — sits on the soon-to-complete 101 W. 14th St., a 44-unit luxurious apartment advanced marketed by Bravolebrity Ryan Serhant.
Within the purple nook, instantly throughout Sixth Avenue on the northeast: “Million Greenback Itemizing” castmate and longtime frenemy Fredrik Eklund is shilling a rival improvement, the 50-unit Förena (roll the “r,” just like the Swedes do – it means “unite” in Eklund’s native tongue) at 540 sixth Ave.
These buildings and their respective brokers are actually dealing with off: vying for related patrons, actual property glory and the prize of morphing a lackluster locale into a brand new sizzling ‘hood.
But it surely gained’t be straightforward. Ask the brokers to explain their respective buildings, and also you’ll discover luxurious similarities.
Each buildings are designed by high architects to perform as city oases. Serhant referred to as out the interlocking curtain wall of the largely glass façade, mixed with 18-foot-high ceilings at 101 W. 14th. It’s a option to really feel linked to the outside with out stepping exterior, he mentioned.
“It retains you extremely shielded from the weather, the sound, the climate,” he mentioned of the venture, the place asks begin at $1.25 million. “If we’ve to quarantine subsequent yr, you gained’t really feel claustrophobic.”
Eklund mentioned Förena’s attraction is Zen-powered, with items asking $1.three million.
“In a post-COVID world, individuals need comfort, calmness, privateness — a impartial Scandinavian colour palette and a extremely sturdy amenity package deal.”
It’s an excellent factor residents are inspired to look inward given the luxe buildings’ odd location. Each sit on the trafficky intersection of 14th St. and Sixth Ave. It’s an space surrounded by big-box retailers and quick meals however Eklund and Serhant see one thing extra. They argue that their buildings are completely poised on the confluence of three totally different ultra-desirable nabes: Chelsea, the Village and the Flatiron District.
Most, together with Google Maps, would argue that Flatiron doesn’t come anyplace near 14th Road — however neighborhood boundaries are notoriously malleable. Might or not it’s CheVillFlat? It wouldn’t be the primary time both dealer tried out a snazzy nickname as a sales-booster earlier than.
Bear in mind “SoHY,” i.e., South of Hudson Yards?
No matter you consider the nabe, Serhant rightly notes that a three-minute stroll in any route cues cute West Village eating places, the farmers’ market at Union Sq. and countless Manhattan facilities.
“These items can be double the value [just a few blocks away],” he mentioned. “Folks respect the worth. You’re shopping for into the IPO of the world, and the way the neighborhood will evolve.”
However Eklund bristles at those that diss the block.
“It isn’t a scummy nook,” he mentioned. “You’re actually one or two blocks away from 4 parks.”
Different luxurious brokers aren’t fairly so bullish.
“I’ve by no means heard anybody say ‘I like the vitality of 14th and Sixth — that’s a no-man’s land,” laughed Christie’s dealer Kate Meier. “They appear thirsty. It’s like in ‘Imply Women’ — cease making an attempt to match fetch occur, Gretchen.”
Whether or not Serhant and Eklund achieve creating a brand new luxurious epicenter is but to be seen. Regardless, you gained’t have the ability to watch it unfold on TV.
Though actual property’s most spat-prone duo returned to “Million Greenback Itemizing New York” for its ninth season Might 6, neither 101 W. 14th St. nor Förena have been digital camera prepared. Meaning the fiercest drama is occurring off display screen.
“It sounds prefer it was virtually made for TV, however we didn’t movie it,” Eklund mentioned, “Our rivalry going 10 years again has blown up once more, and [these buildings] are a sign of what’s coming.”
Private life: Married, one daughter
Lives: In a just-bought Brooklyn brownstone
Spin-offs: “Promote It Like Serhant,” canceled after one low impression season
Books: Two, together with a New York Instances bestseller
Modeling previous: Hand
Promoting type: “I’m not promoting glass, I’m promoting enthusiasm.”
On himself: “I’m relentless. I rise up at four a.m., and everybody that works with me will get their first textual content by four.30 a.m. after I’m able to go to fitness center.”
On Fredrik: “He doesn’t stay right here anymore.”
* 101 W. 14th St.
Developer: Gemini Rosemont
Architect: ODA New York (100 Norfolk, 241 Fifth Ave.)
Opening: Late 2021
Gross sales launch: Might 2021
Notable facilities: Health heart, courtyard, residents-only lounge, absolutely furnished outside roof deck with kitchen
Promote out: $173.69 million
Private life: Married, with twins and a stepson
Lives: Between New York and Los Angeles
Spin-offs: Bethenny & Fredrik, canceled after one stormy season
Books: One, a New York Instances bestseller
Modeling previous: Porn
Promoting type: “Keep away from something gimmicky, as a result of the product speaks for itself.”
On himself: “I’m very strategic about TV because the core car for my enterprise. Now I’m a solid member of each [MDLNY and MDLLA].”
On Ryan: Huge pause. “I don’t wish to give an excessive amount of away. Let’s simply save all of this.”
Developer: Landsea Houses & DNA Growth
Architect: Morris Adjmi (250 Bowery, Wythe Lodge)
Opening: Late 2021
Gross sales launch: Might 2021
Notable facilities: Technogym-equipped health heart, residents’ lounge and kitchen with personal aperitif lockers, Zen Backyard + outside eating room/roof backyard
Promote out: $126.eight million