Chelsea has a lot of "new" buildings that sparkle and glimmer and have pizzazz.

It also has a few, old-fashioned, "meat-and-potatoes" buildings.

The former tend not to be rectilinear and have windows set at angles and metallic-like facades.

The latter tend to be chunky and robust with masonry.

This 13-story, mid-block residential condominium building at 540 West 28th Street has got a lot of "texture" because its windows are distinguished by large, protruding, rounded window red masonry frames.

The rounded "frames" give a patterned softness to the fa??ade as if the windows had been gently embossed and yet the size of the windows strongly suggest that this is no dainty or frilly wall and conveys a great sense of massiveness and a starch rampart.

The large, multi-paned windows echo the neighborhood's old industrial legacy but they also appeal to its newer art gallery chic.

While the lower 9 floors of the building s base are symmetrical, there is a central setback above it and the west end of the building has a setback one floor from the top.

The building, which is known as +Art, was developed by Erik Ekstein of Ekstein Development, Ron Moelis of L&M Development Partners and Jay Furman of RD Management.

Leonard Fusco of GF55 was the architect and Michael Kirchmann, chairman of Global Design Strategies, was responsible for the fa??ade design.

In a September 6, 2011 article in The Wall Street Journal by Robbie Whelan, Mr. Fusco was quoted as saying that "This is more of a cocktail-party building than a dinner-party building," referring to the size of the units. "Not surprisingly," the article continued, "few families have moved into +Art - the developers say that the clientele is largely gay singles, 20-something couples and empty nesters."

The building has a roof deck and an "Art Yard" and a fitness center and Abigail Michaels concierge service.

Kitchens have dark walnut cabinetry, black Sub-Zero refrigerators, Bertazzoni ranges.

The building is close to the High Line Park.

The building has a separate entrance at 537 West 27th Street for its rental apartments.