Ben Shaoul's East Houston Street condoplex makes first street-level appearance

[Photo from Saturday]

It has been about two years since the demolition of the one-level row of storefronts on East Houston at Orchard Street... and now Ben Shaoul's incoming condoplex finally makes it above the plywood (aside from that steel beam).

Here's a look at the site from yesterday...







As noted, the available condos here in the 11-story, 94-unit building range from a 551-square-foot studio for $1.075 million to a 2,069-square-foot three-bedroom, three-and-a-half bathroom apartment asking $5.995 million. There will also be a three-level Equinox (gym) in the retail space.



Previously on EV Grieve:
Making way for Ben Shaoul's new retail-residential complex on East Houston

Katz's is now the last business on East Houston between Ludlow and Orchard

Send a salami to your boy next door in the condo

196 Orchard's 'Culture & Cuisine'

An EVG reader asked if we had seen the stencils on the plywood at Ben Shaoul's incoming luxury condos on Houston and Orchard...



Residences ... culture & cuisine... It's part of the branding for the building, which will include a two-level Equinox (gym). The 196 Orchard website includes a 46-page digital publication/advertorial called "The Orchard Review." (You can access it here.)

Turn-of-the-century tenements with patina facades house biodynamic wine stores. The corner slice joint rubs elbows with the starred cuisine of Wildair and Contra. And a perfect date night is sharing a Katz's pastrami followed by a scoop of black sesame from Il Laboratorio del Gelato.

Anyway, the available condos here in the 11-story, 94-unit building range from a 551-square-foot studio for $1.075 million to a 2,069-square-foot three-bedroom, three-and-a-half bathroom apartment asking $5.995 million.

Work is still in the foundation stage, as a look through the blogger portals show...



Sales for the residences launched back in September. A few weeks ago, the Lo-Down asked a Ben Shaoul spokesperson how sales were going here. The response: "While sales have been robust with multiple units placed under contract since launching sales in mid-Fall of 2016, the Sponsor is not disclosing specific figures at this time."



Previously on EV Grieve:
Making way for Ben Shaoul's new retail-residential complex on East Houston

Katz's is now the last business on East Houston between Ludlow and Orchard

Send a salami to your boy next door in the condo

A last (maybe) look at 100 Avenue A

Construction wrapped up in recent weeks at 100 Avenue A, Ben Shaoul's condoplex between Sixth Street and Seventh Street. The entrance (above) was ready for entry action the week of Thanksgiving.

To date, we haven't actually seen anyone moving into the 32-unit building... this past weekend, someone left all the lights on...



As previously noted, residences at the 6-story 8-story building started at $1.3 million. The website for broker Nestseekers shows that just two units are currently available. (Hey, nudity sells!)

The Blink Fitness Center in the retail space opened on Oct. 25, and it appears to be doing decent business. And if you're looking for an investment, the retail portion of the building is for sale for just a little less than $24 million.

Shaoul bought the former theater-turned market at 100 Avenue A in the spring of 2013 for $15.5 million. The demolition started in November 2013.

---

And a look back to 2009, when the one-time movie theater was East Village Farms...



Previously on EV Grieve:
A little bit of Hollywood on Avenue A

Inside the abandoned theater at East Village Farms on Avenue A

Reader reports: Village Farms closing Jan. 31; building will be demolished

Asbestos abatement continues at 98 Avenue A, Ben Shaoul's latest East Village trophy

Wooing the condo crowd with naked women motif on Avenue A

The retail space at Ben Shaoul's 100 Avenue A is available for $24.5 million; plus, naked model marketing clarification!

Trying to figure out what is going on at 98-100 Avenue A

Part of the former Alphabets storefront will serve as sales office for Ben Shaoul's 100 Avenue A

Someone threw black paint bombs at the naked women condo ad along 100 Avenue A

Take a look at the inside of Ben Shaoul's condos at 100 Avenue A

100 Avenue A announces its incoming sales office with familiar naked, graffitied person motif

Sales launch for Ben Shaoul's Katz's-dwarfing new condos

At the moment, the incoming 11-story condoplex on East Houston at Orchard is a foundation pit in progress...



In any event, sales got underway last week, as Curbed first noted.

Available condos, browsable on 196 Orchard’s website, range from a 551-square-foot studio asking $1.075 million to a 2,069-square-foot three-bedroom, three-and-a-half bathroom apartment seeking $5.995 million. Prices were initially poised to start off at just shy of $1 million, but it appears that the base price has been upped. With that, the average price per square foot in the building becomes a robust $2,325.

The building’s distinct setback design, a creation of project architect Ismael Leyva, will allow for some apartments to have private terraces. New renderings for the development that came along with the listings show off expansive outdoor spaces that give way to well-appointed interiors designed by Incorporated and decked out in finishes like Nero Marquina marble for the backsplashes, concrete on the nine- to twelve-foot ceilings, and blackened nickel on the kitchen sink faucets and hoses. Heck, the kitchens even have Franke in-sink garbage disposals — the real dream.

And here are two renderings via Curbed...





The condoplex features 94 units... as well as a three-level Equinox (gym) in the retail space.



On Friday, The Real Deal reported that Ben Shaoul’s Magnum Real Estate Group secured a $195 million senior construction loan from SL Green Realty for this development.

Previously on EV Grieve:
Making way for Ben Shaoul's new retail-residential complex on East Houston

Katz's is now the last business on East Houston between Ludlow and Orchard

Send a salami to your boy next door in the condo

Full reveal at 100 Avenue A

On Monday afternoon, workers started removing the construction netting and scaffolding from 100 Avenue A ... eventually offering a full reveal of developer Ben Shaoul's condoplex between Sixth Street and Seventh Street...

And by late yesterday afternoon...



Per the marketing copy, "100 Avenue A is a vibrant new style of premium condominium living not yet seen on Tompkins Square Park."

As previously noted, residences (32 in all) at the 6-story 8-story building start at $1.3 million. (A construction worker told EVG correspondent Steven that new residents could likely start moving in as early as next month.) A Blink Fitness Center, with prices starting at $25 a month, will occupy the retail space.

Anyway, the 7-days-a-week work paid off... this is 100 Avenue A in July 2015...



... and a look back to 2009, when the one-time movie theater was East Village Farms...



Previously on EV Grieve:
A little bit of Hollywood on Avenue A

East Village Farms is closing; renovations coming to 100 Avenue A

Inside the abandoned theater at East Village Farms on Avenue A

Reader reports: Village Farms closing Jan. 31; building will be demolished

Asbestos abatement continues at 98 Avenue A, Ben Shaoul's latest East Village trophy

The evolution of Ben Shaoul

The July issue of The Real Deal has a feature story titled "How Ben Shaoul went from 'Sledgehammer' landlord to one of the busiest luxury condo developers in Manhattan." (The story was posted online this past Thursday.)

The piece offers new insights into Shaoul, whose real-estate actions have been widely reported in this neighborhood. For instance, Shaoul says that he only needs five hours of sleep a night. After that, he says, "it’s depreciating returns."

The article focuses on his transition from evicting rent-stabilized tenants, emptying nursing homes and adding questionably legal penthouses to developing multi-million dollar properties and high-profile homes.

Over the past five years, he has scaled the ranks from a smalltime landlord to one of the city’s most important developers, partnering with major institutional capital providers and taking on ever more challenging and risky projects. His portfolio includes retail properties, condos, rentals and even dormitories. All told, he said his holdings are valued at more than $3 billion. In Manhattan, he currently has close to 500 new condo units on the market, which is likely more than any other developer right now.

The Real Deal also revisits the moment in March 2006 where he became known as "the sledgehammer," a well-documented story in which Shaoul and his construction workers knocked down apartment doors at the Cave, the building he had recently bought at 120 St. Mark's Place. Bob Arihood took photos of Shaoul and his crew, holding crow bars and sledgehammers, staring down Cave tenant Jim Power.

Although the ski-cap-topped Shaoul wasn't actually holding a sledgehammer — just a flip phone — Curbed dubbed him "sledgehammer" and it has stuck these past 10 years. (Curbed also once referred to Shaoul as an "80s breakdance movie villain." And maybe a little Johnny "Sweep the Leg" Lawrence?)


[Photo from March 2006 by Bob Arihood]

And what does Shaoul think of this sledgehammer moniker today?

Shaoul recently bristled at the depiction. “Do I wish people didn’t say that? Of course I do,” he said. “I have four children and a wife, and kids come to my house for playdates and stuff. The last thing I want is for one of those other parents to Google me and something that’s not even true comes up. You don’t want to handicap your children with that.”

Sources said the criticism Shaoul and his partners received in those years likely played a part in him transitioning into other types of projects.

As for more current Shaoul-East Village news... crews continue to work seven days a week (they do have permits for the weekend work) on the million-dollar condoplex at 100 Avenue A.

Hi, Ben Shaoul would like to buy your building

Slightly amused/mostly horrified residents of a co-op on East 11th Street passed along the following unsolicited email from a rep for developer Ben Shaoul... addressed to a Maria, even though there isn't anyone by that name living in the building...

Weekend crane action with the 1st sign of Ben Shaoul's Orchard Street condoplex above ground

The crane crew has been set up on Orchard Street and East Houston ...and the steel beams are rising at Ben Shaoul's latest condoplex...

Look!



...and via the Blogger Portal...



As previously reported about 196 Orchard St., there will be 94 units — studios to three-bedroomers ... with pricing starting at just under $1 million and measuring from 555 square feet.

Shaoul's reps applied for a special permit through the city’s Board of Standards and Appeals to open a three-level Equinox (gym) in the retail space.

As BoweryBoogie noted this past week, the first floor of the proposed gym will include a reception area, lounge and juice bar with the second and third floors reserved for the usual gym stuff.

Shaoul's reps will appear before CB3's Land Use, Zoning, Public & Private Housing Committee on June 15 to discuss opening a "physical culture establishment" under the current zoning restrictions. Find more details (PDF) here.

Updated 6-5

An update on the work...



...hope the neighbors don't mind...



Previously on EV Grieve:
Making way for Ben Shaoul's new retail-residential complex on East Houston

Katz's is now the last business on East Houston between Ludlow and Orchard

Send a salami to your boy next door in the condo

The Times reveals the Streit's-replacing condos; Ben Shaoul wordsmiths gentrification

[Streit's factory photo via BoweryBoogie]

We've been talking about "Streit’s: Matzo and the American Dream" this past week.

The documentary by East Village-based filmmaker Michael Levine started its week-long run Wednesday at the Film Forum. (There's also a Streit's-related exhibit happening at Art on A Gallery, 24 Avenue A between East Second Street and East Third Street.)

The last family-owned matzo bakery in America closed its four-building factory on Rivington Street last year after 90 years in that location. As you likely know, the developers who bought the property have condos planned for the site.

Today, The New York Times published the first rendering of the new residential complex (the article was online on Thursday, which is why you may have seen this already elsewhere) ...


[Volley Studios via the Times]

Per the Times, 150 Rivington will be a 7-story glass condo "that will house 45 one- and two-bedroom apartments. Sales begin in May, with one-bedrooms starting at around $975,000."

Developers said that they plan to decorate the lobby with memorabilia from the original building.

BoweryBoogie also has part of an interview with Streit's co-owner Aron Yagoda, who tells of Mayor de Blasio snubbing his offer of a tour of the factory.

Streit's now operates out of more modern facilities in Rockland County.

-----

The piece in the Times focused on small businesses on the Lower East Side that are disappearing... and how Katz's was able to continue moving into the future by selling their air rights for $17 million... so that developer Ben Shaoul could then tear down the rest of the block
for an 11-(or 12!) story condoplex with an Equinox Fitness in the retail space on East Houston between Ludlow and Orchard.

Ray's Pizza, Bereket and Lobster Joint, among others — closed or moved in the process.

"I’m sorry they went out of business, but it’s part of evolution," Shaoul told the Times. "You call it gentrification, I call it 'cleaning it up.'"

Sidewalk bridge at 100 Avenue A looks so naked now without the naked, painted people

Something is different about the sidewalk bridge at 100 Avenue A along East Sixth Street and East Seventh Street...



No naked, painted people!

You remember...



The 100 Avenue A marketing motif disappeared this past Friday.

But, you can still find the remains of the marketing campaign at the temporary sales office for the condoplex at 115 Avenue A...



Previously on EV Grieve:
Wooing the condo crowd with naked women motif on Avenue A

The retail space at Ben Shaoul's 100 Avenue A is available for $24.5 million; plus, naked model marketing clarification!

Trying to figure out what is going on at 98-100 Avenue A

Part of the former Alphabets storefront will serve as sales office for Ben Shaoul's 100 Avenue A

Someone threw black paint bombs at the naked women condo ad along 100 Avenue A

Take a look at the inside of Ben Shaoul's condos at 100 Avenue A

100 Avenue A announces its incoming sales office with familiar naked, graffitied person motif

You'll be able to rent an apartment at 100 Avenue A

[EVG photo from last week]

While Ben Shaoul's 100 Avenue A is being sold as condos, one real-estate family plans to make money on the units by offering them as rentals.

According to an article (subscription required) in The Wall Street Journal yesterday, investors John Spahi and his son Omar are trying to make a mark in New York real estate with 100 Avenue A between East Sixth Street and East Seventh Street.

Earlier this year, Omar Spahi spent $5.4 million on three of 100 Avenue A's units.

To the Journal:

Mr. Spahi said he plans to rent out the one-bedroom units for about $5,500 a month and the two-bedroom unit for $7,500. That is high for the neighborhood, where the average one bedroom with a doorman rents for $4,525 a month and a two-bedroom fetches an average of $6,100 a month, according to MNS Capital Real Estate Impact, a residential brokerage.

“The East Village is becoming gentrified but still has a cool vibe,” said Corlie Ohl, a Citi Habitats broker that has lived in the neighborhood for 12 years. Ms. Ohl adds that while the rents Mr. Spahi is considering may sound high, they are still less than similar buildings in more established residential enclaves.

h/t Curbed!

Previously

'Epic Launch Spectacular' tonight for 100 Avenue A

[Photo from yesterday]

This landed in our inbox for some reason...



Meanwhile, listings for some of the 32 units at Ben Shaoul's condoplex between East Sixth Street and East Seventh Street arrived on Streeteasy last week. Per the marketing copy, "100 Avenue A is a vibrant new style of premium condominium living not yet seen on Tompkins Square Park."

Previously

100 Avenue A reps say that 100 Avenue A is already 50% sold

As previously noted, developer Ben Shaoul's residences at 100 Avenue A between East Sixth Street and East Seventh Street at the new 6-story 8-story building will start at $1.28 million.

Apparently people want to live here, according to the people who are selling the units.

Per a news release on the opening of the sales office at 115 Avenue A yesterday:

Prior to opening the sales office, the rare luxury 32 unit condo property is already 50% sold to date as a result of early buzz generated by a daring marketing campaign featuring nearly nude models painted to blend into their surroundings. 100 Avenue A is set to break countless records, including the highest residential price per square foot achieved in the East Village for a non-penthouse unit, with residence 7C already going into contract for $2,685 per foot.

Previously on EV Grieve:
The retail space at Ben Shaoul's 100 Avenue A is available for $24.5 million; plus, naked model marketing clarification!

Trying to figure out what is going on at 98-100 Avenue A

Part of the former Alphabets storefront will serve as sales office for Ben Shaoul's 100 Avenue A

Someone threw black paint bombs at the naked women condo ad along 100 Avenue A

Take a look at the inside of Ben Shaoul's condos at 100 Avenue A

100 Avenue A announces its incoming sales office with familiar naked, graffitied person motif

100 Avenue A announces its incoming sales office with familiar naked, graffitied person motif

[Photo from November]

Back in November, we told you that the vacant storefront at 115 Avenue A near East Seventh Street will serve as a sales office for Ben Shaoul's 100 Avenue A.

On Wednesday, the familiar marketing motif of the graffitied naked people arrived on the door...



Yesterday morning, the banner attracted the attention of two men who had been camped by the chess tables across the street in Tompkins Square Park...



As previously noted, the residences between East Sixth Street and East Seventh Street at the new 6-story 8-story building will start at $1.3 million.

The last tenant at No. 115, the gift shop Alphabets, closed here in in February 2014, merging with their newly opened location at 64 Avenue A between East Fifth Street and East Fourth Street.

Previously on EV Grieve:
The retail space at Ben Shaoul's 100 Avenue A is available for $24.5 million; plus, naked model marketing clarification!

Trying to figure out what is going on at 98-100 Avenue A

Part of the former Alphabets storefront will serve as sales office for Ben Shaoul's 100 Avenue A

Someone threw black paint bombs at the naked women condo ad along 100 Avenue A

Take a look at the inside of Ben Shaoul's condos at 100 Avenue A

Take a look at the inside of Ben Shaoul's condos at 100 Avenue A

Rendering Reveal Week continues... as a new website for Ben Shaoul's condoplex at 100 Avenue A between East Sixth Street and East Seventh Street has been unleashed (h/t Curbed!).

As previously reported, the residences at the 6-story 8-story building start at $1.3 million.



Let's enter the lobby...



... and head on up to one of the residences...









Per the 100 Avenue A website:

100 Avenue A has 32 units, ranging from one to three Bedroom residences with four Penthouse units. Whichever you choose, your home will have stunning floor plans, light-filled layouts, and expansive windows for taking in the view outside. When your friends and family come over, they might even ask to move in.

• Bianco Dolimiti Honed Marble Bathroom Tile

• Waterworks Polished Nickel Bathroom Fixtures

• Kitchen Design by Effeti

• Sabia White Oak Herringbone Kitchen Floors

• Statuary White Marble Kitchen Countertops

• Calacatta Honed Marble Herringbone Backsplash

• Miele Refrigerator, Oven and Cooktop, Dishwasher, Washer/Dryer in all units

And what else can new residents expect in the building? Back to the website!

100 Avenue A has a private landscaped roof deck.

Things that it’s good for:

• Sunbathing and picnic-ing
• Looking up at the night sky
• Thinking happy thoughts about your apartment below
• Lounging and laughing with friends

Things that it’s not good for:

• Being inside

The building also has another roof garden on the second floor, so you can experience all these benefits twice over

And if you are still breathing, the newly launched site also offers insights into its naked-person marketing motif ...

When we began building 100 Avenue A, we wanted to create a place for people who strive to make their mark on the city. Working with the gifted architect Ramy Issac of Issac and Stern, we believe that we’ve realized that vision. The building stands proudly in the center of the East Village, a neighborhood with a storied past of iconoclasts.

Today, a new generation of residents are reanimating and updating the area’s transgressive traditions with their creativity and vitality. 100 Avenue A is the embodiment of the East Village’s ever-evolving identity. It’s for the brave and the bold: people who want the finest that New York has to offer, and who aren’t afraid to break conventions.

Developer Ben Shaoul bought the former theater-turned market at 100 Avenue A in the spring of 2013 for $15.5 million.

Previously on EV Grieve:
A little bit of Hollywood on Avenue A

Inside the abandoned theater at East Village Farms on Avenue A

New Facebook group is advocating for a Trader Joe's on Avenue A

Workers back demolishing what's left of 98-100 Avenue A

Rest assured, there isn't a fire in the hole at 98-100 Avenue A

Continued dewatering at Ben Shaoul's 98-100 Avenue A prompts visit by the FDNY

Ben Shaoul's 98-100 Avenue A emerging from the dewatering hole

Life next to 98-100 Avenue A

Condos at Ben Shaoul's 98-100 Avenue A will start at $1.3 million; high-end gym eyed for retail space

The retail space at Ben Shaoul's 100 Avenue A is available for $24.5 million; plus, naked model marketing clarification!

Trying to figure out what is going on at 98-100 Avenue A

Someone threw black paint bombs at the naked women condo ad along 100 Avenue A