In the heart of Manhattan, Anagram NoMad is renting upscale apartments coupled with a tech-forward, amenity-inspired lifestyle

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By CityRealty Staff | From Downtown Wednesday, October 13, 2021

Bird's-eye view of Anagram NoMad via Greystar Management

Over the past few years, NoMad has gone from a lackluster commercial district to the home of exciting dining and shopping, not to mention architecture. Architecture critic Carter Horsley speculated that passing through the area would “surprise the socks off” those who were just discovering the area in a post released at a time when luxurious new towers like 277 Fifth Avenue, Madison House, and 172 Madison were still under construction.

At the same time, one component of NoMad’s transformation is the conversion and updating of existing buildings to create residential offerings that meet the needs of today’s buyers and renters. Such recent examples include the office-to-condo conversions of 10 Madison Square West, The Whitman Mansion, and the Jeff Bezos favorite 212 Fifth Avenue. As for existing residential buildings, to stay on top of Manhattan's competitive and ever growing-in-choice market, owners must entice buyers and renters with the latest finishes, technologically-advanced services, and the most pampering amenities. The latest such example to come online in Manhattan is , and Anagram NoMad, a soaring rental tower steps from Madison Square Park that just received a top-to-bottom renovation by its new owner.

Instrata Nomad, 10 East 29th Street

“Our goal for Anagram NoMad is to create a space that’s not just a home, but an overall experience” - Josh Feder, Vice President, Head of Multifamily, Global Holdings Management Group

Situated mid-block at 10 East 29th Street, between Fifth and Madison avenues, Anagram Nomad first opened in 1999 as the Rose Companies rental, Madison Belvedere before becoming part of the Instrata brand in 2013. Major developer Global Holdings Management Group acquired the 50-story, nearly 400-unit building for $381 million in the first quarter of 2020. Since then, it has been undergoing an extensive renovation to bring condo-style finishes, hotel-caliber amenities, and a tech-forward lifestyle to residents. According to the building's newly-launched leasing website, available one to three-bedroom apartments start at $3,890/month.

Apartment images via Jacob Snavely

South-facing view of NoMad from the luxury rental tower via Instrata

Fogarty Finger Architects is designing the interiors, and brings a neutral, calming palette to the 392 units. The apartments also feature large windows, hardwood flooring, deep closets, in-unit washer/dryers, baths with soaking tubs, and kitchens with Caesarstone countertops, custom cabinetry, and stainless steel appliances.

Over half the apartments have private balconies, and select units will come outfitted with Delos’ DARWIN Home Wellness Intelligence Network, a system to optimize indoor air, water, and light quality to enhance energy, sleep, and well-being. Anagram NoMad is the first rental building in the United States to offer DARWIN.

Fogarty Finger was also behind the redesigned amenities, and brings pops of jewel-toned colors and a floral mural by Erin Lynn Welsh to the common spaces. These include a full-service gym with yoga studio, a light-filled library, a dedicated work space, a residents-only cafe, a children’s playroom with built-in playhouse, a public-private lawn, and an indoor-outdoor rooftop space with game room, full-size billiards table, and 360-degree city views.

In addition to the building’s formal amenity space, a key part of Anagram NoMad’s renaissance is concierge services by Alfred. Residents can use it to book errands like home cleaning, grocery shopping, prescription and dry cleaning pickups, and more. Alfred also curates in-person and virtual events to cultivate community in the building, and its digital marketplace presents exclusive offers with local and national partners alike.

Image via TULU

Along with Alfred, TULU is another example of how Anagram NoMad is using technology to address the needs and wants of today’s renters. A unit similar to a vending machine will allow residents to rent items that they definitely need but might not want to buy - think vacuum cleaners, home projectors, and printers - as well as snacks, cleaning products, and other conveniences.

For all the changes underway, what has stayed constant is Anagram NoMad’s central address. Madison Square Park is just down the street, and the NoMad Piazza running from 25th to 31st Streets on Broadway is one of the most popular destinations to emerge from the Open Streets initiative enacted at the height of the pandemic. The building is fairly surrounded by popular NoMad restaurants. Whole Foods is coming to 63 Madison Avenue; in the meantime, there is a Trader Joe’s outpost at 200 East 32nd Street. The 28th Street R/W and 6 trains are close to the building.

NoMad streetscape via Colin Miller

Greystar

Greystar
Anagram Nomad Leasing Office
10 East 29th Street
New York, NY 10016

(833) 563-XXXX

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“Our goal for Anagram NoMad is to create a space that’s not just a home, but an overall experience” - Josh Feder, Vice President, Head of Multifamily, Global Holdings Management Group

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