Draped in Concrete, 10W17 Rises in Flatiron Ahead of Sales Launch

Designed by DXA Studio, the midblock building is distinguished by a sculptural facade intended to evoke draping fabric. To cover the currently bare superstructure, approximately 200 ultra-high-performance concrete panels will ripple around rows of windows and sweep upward at the upper-level setbacks, where the facade culminates in a dramatic curved crown. The panels will be mounted on a rainscreen system designed to improve thermal performance, while the building will use all-electric systems which will exceed current energy-code requirements.

The design was approved by the Landmarks Preservation Commission in November 2023, replacing a far more restrained scheme previously approved for the site. Earlier plans by Sherwood Equities and Arun Bhatia Development Corporation called for a 16-story condominium designed by Beyer Blinder Belle, but the project never moved forward. The low-rise building that formerly occupied the 45-foot-wide lot, longtime home of the Catholic Medical Mission Board, was demolished in 2017.

Construction finally began in 2025, and the reinforced concrete superstructure is now nearing its full height. The building will offer one- to three-bedroom residences, including duplex penthouses, along with more than 2,000 square feet of amenity space. Upper floors will incorporate a series of setbacks and private terraces, giving the otherwise slender building increasingly open exposures as it rises above its historic neighbors.

Attention is now turning to sales. SERHANT. New Development is handling exclusive sales and marketing, and a formal sales launch is expected this fall. A dedicated project site is already accepting registrations, though individual listings and asking prices have not yet been released. Amenities will include an attended lobby, fitness center, and a spa/sauna.

The new residences will add a relatively rare ground-up condominium to this prime section of the Flatiron District. Situated between Fifth and Sixth Avenues. The location is within easy reach of Union Square, Madison Square Park, Chelsea, Greenwich Village, and numerous subway lines. Nearby new developments underway include The Flatiron Building, AVA at 20 West15th Street, The Greenwich Spire, and The Myles.