The Real Deal New York

Name changer: Owners rebrand two high-profile buildings

135 East 57th Street, One Chase Manhattan plaza get new identities

January 12, 2015 04:00PM

From left: Tower Fifty Seven and 28 Liberty

From left: Tower Fifty Seven at 135 East 57th Street and 28 Liberty, formerly known as One Chase Manhattan Plaza

A rebranding is underway for two major skyscrapers in the city.

At 135 East 57th Street, the 32-story building will be known as Tower Fifty Seven. The property on “Billionaire’s Row” is slated to undergo a $7 million renovation and upgrade, according to the Wall Street Journal.

Cohen Brothers Realty Corp. CEO Charles Cohen told the newspaper that naming the building “creates an identity that puts a whole new face on it.” The tower includes a mix of tenants, from financial services firms to high-end cosmetics companies, according to the newspaper.

Downtown, One Chase Manhattan plaza — which opened in 1961 — is being renamed 28 Liberty. New owner Fosun International bought the building for $725 million in December 2013 from JPMorgan Chase & Co.

“We want to make this building as competitive as possible in the new downtown area,” Bo Wei, chief representative of Fosun in the U.S. and vice president of Fosun Property Holdings, told the newspaper. [WSJ] and [WSJ]Claire Moses

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