The Real Deal New York

The Real Deal on the town

Condo the Dillon lures brokers with BMWs at debut of townhouse units

November 10, 2011 01:02PM
By Leigh Kamping-Carder

The Real Deal New York
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  • From left, Nina Freudenberger of HGTV, Louis Greco, Jr., principal at SDS Procida, Bryn Schuyler of HGTV and Mario Procida, principal at SDS Procida (credit Richard Lewin)

  • From left, Hedy Kellerman and Kim O'Casey of Prudential Douglas Elliman (credit, Richard Lewin)

  • Eileen Kim of Bond New York (credit Richard Lewin)

  • Melanie Swanson of Bond New York (credit Richard Lewin)

  • From left, John Felicetti, Corcoran Sunshine Marketing Group, Mario Procida, principal at SDS Procida, and Barbara Marte of Corcoran Sunshine Marketing Group (credit Richard Lewin)

  • From left, Heather Cook of Corcoran, Tyla Buzzerio of Corcoran, Designer Hadas Dembo and Eric Becker of Corcoran (credit Richard Lewin)

  • From left, Shay Lydick and Debora Avila of Town Residential (credit Richard Lewin)

  • From left, Steve Orselet and Francesca Segreti of Halstead Property (credit Richard Lewin)

  • From left, Concetta Testa, Jason Saft, Natasha Zhuravsky, Kimberly Pickard and Scott Savory of Citi Habitats (credit Richard Lewin)

  • From left, Louis Greco, Jr. principal at SDS Procida, Corcoran Sunshine Marketing Group President Kelly Mack and Mario Procida, principal at SDS Procida (credit Richard Lewin)

  • From left, Jennifer Marie Taylor of Corcoran Sunshine Marketing and Henry Smith-Miller, project architect (credit Richard Lewin)

  • The Dillon at 425 West 53rd Street (credit Richard Lewin)

  • From left, Liz Unger, agent at Corcoran, and Barbara Russo, senior vice president at Corcoran (credit Richard Lewin)

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The Dillon, a 83-unit condominium at 425 West 53rd Street between Ninth
and 10th avenues, rolled out two red carpets for brokers last night to debut
its townhouse units and showcase its penthouses (see photos above).

Developed by SDS Procida and marketed by Corcoran Sunshine Marketing
Group, the Dillon is 60 percent sold, including one of the nine townhouses,
according to a spokesperson for the project. The available units range from
a 565-square-foot studio priced at $595,000, to a four-bedroom townhouse
spanning 2,750 feet and priced at $4.15 million. The six-story building hit the market in May 2010.

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Nina Freudenberger, founder of the interior design firm Haus Interior, made an appearance to show off the interiors she designed,
followed closely by cameras from the HGTV reality television series, “Real
Designing Women,” on which she will star.

Also on hand was Jesse Buckler, a senior vice president at Bond New York who has
appeared on HGTV’s “Selling New York,” rolling his own cigarettes on the
townhouse’s Juliette balcony.

The balconies appear to be shared between the units — a feature that
surprised at least one potential buyer, freelance magazine journalist Lois
Cahall, who has written for Marie Claire, Bon Appetit and others and, like
The Real Deal, made it into the brokers-only soiree. She wondered about the
voyeuristic tendencies of the neighbors, later commenting, “If you’re feeling
frisky you can just bang on your neighbor’s door!”

Brokers also fixated on the apartments’ walls, hand-painted by New York
painter Mark Chamberlain in colorful stripes and honeycomb patterns, as
well as the shiny BMWs temporarily on display in the garage meant to show
off the underground parking.

Even though the Midtown West location is not “primo,” said Billy Briggs,
an agent at Prudential Douglas Elliman, the building “has what it takes to
move.” He pointed out that a three-bedroom duplex on sale for $2.4 million
has monthly tax charges of only $302 with a 421-a tax abatement.

“They didn’t cut too many corners,” he said, declining to elaborate.

Tags: 425 west 53rd street, bmw, bond new york, Corcoran Group, Douglas Elliman, haus interior, jesse buckler, lois cahall, sds procida, the dillon

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