The Real Deal New York

Harlem condo takes new name from Museum Mile

April 10, 2012 09:00AM

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Core CEO Shaun Osher and One Museum Mile

An East Harlem development is banking on a new name, inspired by landmarks more than a mile to the south, to jumpstart sales of its 116 apartments. The Wall Street Journal reported Bruce Brickman and his new marketing team, Core, are changing the name of the Robert A.M. Stern-designed condominium at 1280 Fifth Avenue to One Museum Mile after calling it by its address since sales launched in October 2010 under Brown Harris Stevens.

The building is 1.4 miles north of where the traditional stretch of museums along Fifth Avenue starts, at the Metropolitan Museum near East 82nd Street. But in 2010 the city extended the “Museum Mile” designation upwards to 110th street, the northern cross street of the condo, to include the Museum for African Art in the building’s base. However, Manhattan addresses typically start from the south and rise heading north.

But sales are slow. Even though Brickman has slashed prices, just three apartment closings appear in property records, the Journal said, and brokers report three more closed sales in the past few days. Core CEO Shaun Osher says interest has picked up, and believes the new address will help put the building on buyer’s radars. It would now be seen as a place “with all of those museums right on your doorstep,” he said. [WSJ]

  • 3CPO

    A rose but any other name never smelled as bad….translation…you can put lipstick on a pig but its still a pig….discounting to the levels of $800-$900 psf make this start smelling more like bacon

  • Scrooged

    Robert A.M. Stern is a great historian, but not much of an exterior architect. His interiors are nice, with high ceilings, but there is nothing original about his work. You know this, because architecture schools, while they study the books his written, they don’t study his architecture.

  • dontstop

    PR Fab Gimmick. Good luck with that.

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