The Real Deal New York

I’ll have what Shaoul’s having: Magnum uses Katz’s Deli to brand nearby condo project

A new website bills 196 Orchard Street on Lower East Side as a hub of "culture and cuisine"

January 05, 2016 03:32PM

Image from 196 Orchard Street's website

Image from 196 Orchard Street website

Pass the pastrami. Developers Ben Shaoul’s Magnum Real Estate Group and Real Estate Equities are taking advantage of their new Lower East Side condo project’s proximity to Katz’s Deli, in an effort to market the apartments.

The proposed new building at 196 Orchard Street will be located next to the iconic Katz’s Deli, which memorably appeared in the 1989 film “When Harry Met Sally…” The developers rolled out a website that emphasizes the development’s famous next-door neighbor by flashing a picture of a woman casually standing in front of the delicatessen, Bowery Boogie reported. The website’s tagline is “culture and cuisine.”

Shaoul and Real Estate Equities bought the Lower East Side site and the 150-year-old air rights over the deli in April for $75 million.

The planned 11-story building will have 94 condo units, ranging from studios to three-bedroom apartments with a starting price of $1 million. [Bowery Boogie]Kathryn Brenzel