Closings begin at Rose Hill as Whole Foods prepares to open and Madison Square to receive upgrade

By CityRealty Staff | From Future New York Monday, January 11, 2021

(l-r) Rose Hill, 63 Madison Avenue, and the Madison Square Flatiron Plaza reconstruction

Rockefeller Group named Rose Hill, its first residential building, in honor of a 130-acre farm estate that once stood on the site of what is now 30 East 29th Street. However, the area is decidedly more bustling in the present day. A stretch dubbed “NoMad Piazza” was an early success story of the Open Streets initiative; local office buildings and their surrounding streets are being reimagined to reflect present needs; and the Art Deco-inspired Rose Hill is welcoming its first residents. Remaining availabilities range from a one-bedroom for $1.395 million to a three-bedroom, terraced penthouse for $18.75 million.

Model unit via Evan Joseph

In addition to providing the luxurious finishes and top-of-the-line appliances today’s buyer has come to expect and enjoy, Rose Hill offers a look at what we might see more of in New York’s post-pandemic buildings. The oversized windows can open to bring in fresh air at all times. The flexible floor plans feature “bonus rooms” that can be used as a home office, nursery, home gym, expanded closet, pet playroom, or whatever else the buyer can dream up.

Renderings of Rose Hill credit of Pandiscio Green and Recent Spaces

Beyond the apartments, the common and amenity areas are underpinned by high-efficiency MERV-15 air filters to continuously clean the air and allow residents to safely enjoy the spaces, which include a lobby lounge with WiFi and courtyard access; a 50’ indoor pool and dry heat sauna; and a 37th-floor club lounge with dining room, terrace access, and indoor/outdoor kitchen. Additional offerings were developed in partnership with local businesses, including a fitness center FHITTING Room, squash court in partnership with SquashRx, library curated by Strand Books, and a bike room with repair workshop programmed by Strictly Cycling Collective.

Once upon a time, residents’ only options for dining in might have been grocery delivery or trekking a few blocks east to the Trader Joe’s or Fairway in Kips Bay. However, a new Whole Foods is set to open around the block from Rose Hill. NoMad’s restaurants were a key component in the neighborhood’s rise on New Yorkers’ radars, but tenants like this make it more tenable for day-to-day life.

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Whole Foods will be the retail tenant in 63 Madison Avenue, a commercial high-rise between East 26th and 27th Streets and the focus of the Metals in Construction 2020 Design Challenge. Winners Wilkinson Eyre, Eckersley O'Callaghan, and Josef Gartner GMBH submitted a proposal that called for an "adaptive net" facade to cut the building's energy use in half, protect against the elements, and introduce plantings and vegetation.

It remains to be seen whether any of the proposed plans for 63 Madison Avenue will come into play, but a groundbreaking ceremony took place for One Madison Avenue in November 2020. Plans for the marquee office tower call for putting a 13-story addition on a 14-story building for a total of 1.4 million rentable square feet of office space; sadly, this comes at the expense of a rare Art Deco skybridge that once connected 1 and 11 Madison Avenue, and is now fully gone.

Madison Square Reconstruction (Credit MLNA)

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One Madison Avenue is coming together directly across from Madison Square Park, but that will not be the only greenery in the area. The city is in the process of making interim plazas permanent so as to prioritize pedestrians and cyclists. The plan calls for raising pedestrian spaces above street level, adding permanent greenery, and installing bollards to keep car traffic out. Landscape architect MLNA says it establishes a precedent for future traffic-calming from 14th Street to 34th Street; we say it could give the Champs-Élysées a run for its money. Many Parisians consider the famous avenue long overdue for an overhaul, and Mayor Anne Hidalgo’s initiative calls for significantly fewer cars and more abundant greenery.