Updated Proposal for Porcelanosa Flagship in Flatiron District Heads to LPC

Updated rendering of 204 Fifth Avenue – CetraRuddy ArchitectsUpdated rendering of 204 Fifth Avenue – CetraRuddy Architects

Earlier this year, Porcelanosa Group revealed its plans to renovate and expand its existing flagship location at 202-204 Fifth Avenue in Manhattan’s historic Flatiron District. Following an expanded visibility study, the ceramics manufacturer has returned to the Landmarks Preservation Commission (LPC) with revised proposals that reduce street-surface views of the building’s rooftop mechanicals.

Designed by CetraRuddy Architecture, the altered proposals would effectively shorten the overall height of the structure by approximately five feet. This includes a two-inch reduction of the occupiable building in relation to the sidewalk. As a result, the vertical expansion is parsed down from 930 square feet to 850 square feet, and a volume reduction of 1,029 cubic feet or approximately 9.5 percent.

To further reduce visibility of the rooftop bulkheads, the mechanicals will be encased by glass-reinforced concrete of a slightly darker hue compared to the building’s lower levels.

Original (left) and updated renderings of 204 Fifth Avenue – CetraRuddy Architects

Original (left) and updated renderings of 204 Fifth Avenue – CetraRuddy Architects

Original (left) and updated renderings of 204 Fifth Avenue – CetraRuddy Architects

Original (left) and updated renderings of 204 Fifth Avenue – CetraRuddy Architects

As previously reported by YIMBY, Porcelanosa originally purchased the historic building at 202 Fifth Avenue in 2012 for $40 million to establish its New York City flagship location. In January 2018, the company purchased the neighboring 204 Fifth Avenue for $42.5 million with the intention of combining the two structures.

The full scope of work includes relocation of interior floor slabs within both structures to facilitate cohesive alignment and longer floor spans within the complex, the construction of a two-story atrium entry along Fifth Avenue, restoration of the building’s limestone façade, dramatic roof-level signage, and a new terrace level featuring wave-like architectural masonry.

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