- Built in 1930
- 31 Apartments
- 19 Floors
This conservatively elegant edifice is muted luxury: its polished granite entrance reeks of the prospects of satin sheets and the promise of the echoes of fine crystal.
Robert A. M. Stern, Gregory Gilmartin and Thomas Mellins devote considerable attention to Candela in their book, "New York 1930, Architecture and Urbanism Between The Two World Wars," Rizzoli, 1987:
"Rosario Candela designed the seventeen-story 740 Park Avenue of 1930-31 with Arthur Loomis Harmon, the design partner of Shreve, Lamb & Harmon, a firm best known for its Empire State Building. The building¿was among the most luxurious apartment houses of the period. Practically all the apartments in the building were duplexes, with some, such as the one designed for John D. Rockefeller Jr., a sumptuous triplex. The exterior expression was that of a quiet, almost hidden Classicism, which the Architectural Forum characterized as a conservative expression of contemporary freedom in architectural design. String and belt courses are used to delimit the principal parts of the fa¿ade, and not at all in a classical or traditional manner."
In his book, "The City Observed: New York, A Guide to the Architecture of Manhattan," (Vintage Books, a division of Random House, 1979), architecture critic Paul Goldberger suggests that 740 "is in many ways¿[Candela's] best - a solid, sumptuous mass that sits on a corner with absolute authority."
"The building is sheathed entirely in limestone," Goldberger continues, "and the fluted base and entrance details suggest a hint of Art Deco, but made very, very tame, for nothing would be worse than to have the gentry of Park Avenue think they were being given the style of Central Park West and the Grand Concourse. The front doorway tells all: it is cut through a granite slab, topped by finials, which contains lettering that announces the address thus: 740 PARK AVENVE."
The 36-unit building also has an entrance on the sidestreet at 71 East 71st Street.