Elad Group is a private real estate investment company controlled by Israeli billionaire Isaac Tshuva. In the U.S., it operates as El Ad US Holding and is run by President and Chairwoman Orly Daniell and chief executive Udi Erez. Its New York projects include the 11-story condominium building at 21 Astor Place and the five-story ONeill Building at 655 Sixth Avenue, a landmarked former department store being converted into condos, including five penthouses. In 2004, the firm, formerly known as Elad Properties, acquired control of the Plaza Hotel on Central Park South for $675 million. Elad invested between $300 million and $400 million in a gut renovation in order to convert the 805 hotel rooms into a mix of about 200 condos and 150 hotel rooms. Prices paid for some of the condos, while high, have since been eclipsed by the needle skyscraper towers, like One57, on Billionaires' Row.