New Renderings Revealed for THE 74 at 201 East 74th Street on Manhattan’s Upper East Side

THE 74. Designed by Pelli Clarke & Partners

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 74. Designed by Pelli Clarke & Partners

THE 74. Designed by Pelli Clarke & Partners

THE 74. Designed by Pelli Clarke & Partners

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 74. Designed by Pelli Clarke & Partners

The updated iteration moves away from some of the ornamental details seen in the previous version below.

The former design of 201 East 74th Street.

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.

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22 Comments on "New Renderings Revealed for THE 74 at 201 East 74th Street on Manhattan’s Upper East Side"

  1. The problem remains the horrendous cantilever. DOB has got to get this under control.

    • What can DOB do about these idiotic cantilevers? They are apparently legal under both buildings and zoning laws and regulations. If they weren’t, someone unhappy with one of these projects would have successfully sued. And, if DOB denied a permit without proper legal foundation, the developer would bring an Article 78 proceeding and get it reversed. This problem needs to be addressed by the City Council.

      • The legality of the cantilevers isn’t being debated. The wisdom of the air rights maneuvering and piss poor aesthetic outcomes is. Much like the sky-plane code that often results in awful jarring setbacks, the air rights shenanigans that result in these bizarre cantelevers – often times looming over depressing lowrise buildings that should have ideally just been part of the assemblage – needs a serious looking at in the building and zoning codes.


        Q: What can DOB do about these idiotic cantilevers?

        A: Address them by altering the building code. Illegality is not a necessary precursor. These cantilevers are jus plain bad urban building code.

  2. Beautiful building and interior designs , amidst the older bldgs.
    Hopefully the city ‘s crime will turn around and neighborhoods will still flourish

  3. Eventually that low rise 5 story brick building will be razed. What happens with what appears to be a load bearing wall like column going into the roof of the low rise depicted.

    • they must have bought the air rights from that building

    • Don’t count on it getting razed. More likely it remains looking like a pile of hot garbage in perpetuity thanks to the air rights arrangement. Thus why these cantilevers are bad urban design. I suppose you could hold your breath that some benevolent owner will redo the façade, but I wouldn’t hold your breath too long – just look at the countless number of dreadfully ugly buildings begging for façade restorations go untouched in even the toniest of neighborhoods.

      • Scott A. Weinberg | November 14, 2023 at 12:45 pm | Reply

        The issue likely isn’t so much air rights as it is rent stabilization – there are likely rent stabilized/rent controlled tenants in the small building and it’s owner may have made the rational decision that it was better to just sell the air rights than to try and buy out or otherwise dislodge protected tenants, which is virtually impossible these days.

  4. Hello
    I am looking for a 2 bedroom apartment I have section 8.

  5. I really like the thoughtful design here, especially the pleated facade and the incorporation of vertical fluting for added texture. Looking forward to seeing this new addition on the Upper East Side.

  6. Are those “air vents” on the underside of the cantilever? 🤔

    And if so, these will be a great
    place for birds to roost and build
    their little “condos” too!

  7. David in Bushwick | November 13, 2023 at 11:16 am | Reply

    Just looking at the rendering, it has UES written all over it.

  8. Those air rights likely preserve J.G. Melon and that delicious cheeseburger, so stop whining. Also, this is actually an attractive building for once. Love the crown!

  9. Much better and cleaner design than before! Bravo 🙌

  10. Hate the cantilever.

  11. Cool building! The terracotta façade will be a nice addition to the UES skyline.

  12. Absolutely hideous and so out of proportion.

  13. William Merritt Singer | November 14, 2023 at 11:48 am | Reply

    Cantilevering over an existing building to use transferrable development rights is not a NYC DOB issue; this type of building envelope/bulk is a result, a function, of the NYC Zoning Regulation

  14. David of Flushing | November 15, 2023 at 6:41 am | Reply

    One of these days, there will be a fire under a cantilever and it will be interesting to see what happens.

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