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COOKFOX-designed brick tower in Gramercy with 69 refined residences and terraced setbacks. Rockwell Group-curated amenities include rooftop terrace, fitness center, library, and cinema, completing 2026. Currently, 4 apartments are for sale.
The Willow at 201 East 23rd Street is a 19-story building by the Naftali Group, rising where Kips Bay meets Gramercy. Designed by COOKFOX Architects with interiors by Rockwell Group, the building blends historic character and contemporary refinement. Its hand-laid red brick façade with arched bays and oversized windows pays tribute to Gramercy's architectural heritage, while asymmetrical setbacks beginning on the 13th floor create terraces and semi-enclosed loggias for select homes. Completion is expected in 2026.
Inside, the 69 residences feature spacious layouts, serene palettes, and high-end finishes. Floor-to-ceiling divided light windows bring in abundant natural light, highlighting wide-plank white oak flooring. Kitchens are outfitted with honed quartz surfaces, custom millwork cabinetry, and Miele appliances, while primary bathrooms offer Waterworks fixtures, radiant floor heating, and stone-slab vanities. Each home includes a full-size washer and dryer.
Amenities curated by Rockwell Group include a rooftop terrace with grilling and lounging areas, a fitness center with a cedar-clad sauna, a light-filled library, cinema, music room, children’s playroom, and the Mermaid Room for social gatherings. The 24-hour attended lobby and garden courtyard complete the experience, creating an atmosphere that is both intimate and elevated.
The Willow stands on a site with deep roots in New York City history. Once home to the New York College of Dentistry, founded in 1829, the location more recently hosted a two-story retail building occupied by tenants like Sleepy’s and a cell phone shop. A decorative medallion of a mermaid surrounded by sea creatures adorned the former structure and caught the attention of local preservationists before the building’s demolition in early 2024. THe building is in a prime location near Madison Square Park, Union Square, and the 6 train.
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Sales have launched at The Willow, Naftali Group's latest project at 201 East 23rd Street in Gramercy. The first public availabilities start at $1.3 million for one-bedrooms, $2.2 million for two-bedrooms, and $4.2 million for three-bedrooms. All units feature interiors by Rockwell Group, serene color palettes, abundant natural light, wide-plank oak flooring, kitchens with custom millwork cabinetry and Miele appliance suites, and luxurious primary baths. Residential amenities include an attended lobby, a state-of-the-art fitness center with cedar-clad sauna, a library with fireplace and access to a courtyard, a children's playroom, a music lounge, a speakeasy-inspired Mermaid Room lounge, and a roof deck.
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