YIMBY has an exclusive look at the latest renderings for THE 74, a 32-story residential tower at 201 East 74th Street on Manhattan’s Upper East Side. Designed by Pelli Clarke & Partners with SLCE Architects as the architect of record and developed by Elad Group, which purchased the property for $61 million in April 2022, the 420-foot-tall structure will yield 42 condominium units and a collection of amenities. Rafael de Cardenas is the interior designer for the amenity spaces and the homes, which are being marketed by Corcoran Sunshine Marketing Group and will include half-floor two- and three-bedroom units, full-floor four- and five-bedroom homes, a single free-standing townhome, and a duplex penthouse. Press Builders is the general contractor for the project, which is alternately addressed as 1299 Third Avenue and located on an interior lot facing Third Avenue with two small extensions to East 74th and East 75th Streets.
The renderings show the tower clad in a pleated white terracotta façade framing a grid of floor-to-ceiling windows with dark mullions. The building begins with a narrow seven-story base that extends just above the roofs of the low-rise neighbors. From here, the massing cantilevers out to the south over the adjacent structure and rises monolithically to the crown, which features a few stepped setbacks and a tall mechanical bulkhead. The renderings show an enclosed terrace space on the seventh floor and and two outdoor terraces on the western elevation near the top of the tower.
The façade paneling also incorporates vertical fluting, adding additional texture to its appearance.
The following rendering shows the tower’s context within Manhattan, previewing the views that residents of the upper levels will have of the Midtown skyline. Upward firing spotlights will illuminate the pleated crown, adding prominence to the structure at night.
The updated iteration moves away from some of the ornamental details seen in the previous version below.
201 East 74th Street’s main lobby will be positioned on Third Avenue, and a secondary side entrance will be located on East 74th Street. Amenities will include an entertainment suite with a catering kitchen and videoconferencing room, a children’s playroom, a fitness center with a Pilates studio, and a lobby lounge overlooking a private garden.
“We are thrilled to unveil THE 74, a boutique building that marks a new era of luxury living in Manhattan’s Upper East Side,” said Orly Daniell, president of Elad Group. “With its prime location, exquisite design, and an array of curated amenities, THE 74 presents a unique opportunity for discerning buyers seeking not just a residence, but a lifestyle that reflects the best of Upper East Side living.”
THE 74’s completion date is set for the summer of 2025, as noted on site. Pricing starts at $2.975 million for two-bedrooms, $4.8 million for three-bedrooms, and $12.5 million for full-floor residences.