New Look: 310 West 40th Street

310 West 40th Street310 West 40th Street, by Nobutaka Ashihara

Back in November, YIMBY posted an update on 310 West 40th Street, which featured an on-site “rendering.” As is becoming increasingly typical with these images (and as YIMBY detailed in a post last month), developers are now using the loophole around Local Law 47 that allows them to post massing diagrams instead of anything that aids transparency.

But luckily YIMBY has a way with renderings, and we now have the full reveal for the project, which is being designed by Nobutaka Ashihara and developed by Abraham Noy’s 310 Group LLC. The hotel will total 42 stories and 287 rooms.

This stretch of West 40th Street, between Eighth and Ninth Avenues, is currently one big construction zone. Several budget hotels already exist on the strip, but both 310 West 40th Street and 350 West 40th Street are now under construction, while additional projects at 306 and 308 West 40th Street are working their way through the DOB’s approval process.

310 West 40th Street

310 West 40th Street, aka “Noy Hotel,” by Nobutaka Ashihara

Luckily the new look for 310 West 40th is an improvement over the drawings, and it should join its fellow budget-oriented siblings as relatively inoffensive filler. The street-wall is maintained for the first few floors and a lattice-like element wraps the tower’s base, providing some visual flare. Above, the massing thins and yields to a slender and simple brick tower.

Per on-site signage, completion is anticipated by late 2016.

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