Naftali Group Continues Expansion with The Willow

Following the successful launch of four new buildings in late 2024 – including the record-setting One Williamsburg wharf, The Henry, 255 east 77^th Street, and viceroy Residences Fort Lauderdale – Naftali Group has announced the commencement of sales at its latest project: The Willow. This new luxury residential building is situated in the heart of New York City’s historic Gramercy neighborhood,promising a blend of classic architecture and modern amenities.

Designed by COOKFOX Architects,renowned for their environmentally conscious designs,and featuring interiors by Rockwell Group,The Willow aims to offer 69 meticulously crafted residences. The building also boasts a curated suite of amenities designed to complement the neighborhood’s historic charm.

A Vision of Gramercy’s Architectural Heritage

Miki Naftali, Chairman and CEO of Naftali Group, emphasized the strong demand for well-designed residential buildings in New York City.With this notable momentum,we’re proud to introduce The Willow in New York City’s Gramercy neighborhood. He further explained that the development reflects the area’s rich architectural history through its arched windows and modern interpretation of classic Downtown buildings.

Naftali also highlighted the collaboration with COOKFOX Architects and Rockwell Group, stating, With the expertise of a world-renowned design team, we’re excited to see The Willow become a landmark in this cherished New York neighborhood. The project seeks to integrate seamlessly into the existing urban fabric while offering a contemporary living experience.

Design and Architectural Highlights

located at 201 east 23^rd Street, The Willow stands just two blocks northeast of Gramercy Park. The 19-story building features a hand-laid masonry facade composed of a custom red brick blend, cast stone, and sleek black metal accents, paying homage to the architectural style of the surrounding area.

COOKFOX Architects have incorporated thoughtful design elements, such as unique arched windows and private setback terraces, to provide residents with both indoor and outdoor lifestyle experiences. The inclusion of custom black metal railings and entrance doors further enhances the timeless quality of the building.

The Willow features living spaces with white oak flooring, elegant floor plans, and refined interiors. Select residences, including the penthouses, offer expansive private loggia and terrace spaces with views of the New York City skyline.Layouts were designed by COOKFOX Architects, with interiors by Rockwell Group.

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The Willow’s entrance welcomes residents through custom black entrance doors that open to a 24-hour attended lobby with a custom stone patterned floor and artisan-made reception desk clad in hand-glazed tile.

Naftali Group

The Willow features an exclusive club-like collection of indoor-outdoor lifestyle amenities designed by Rockwell Group, including a library adjacent to a beautifully-landscaped open courtyard designed by Future Green.

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Amenities and Lifestyle

The Willow aims to provide residents with a luxurious lifestyle through its extensive amenities. Although specific details about all amenities weren’t in the article, the emphasis on club-like facilities suggests features such as:

• A state-of-the-art fitness center, potentially with personal training services.
• A resident lounge with comfortable seating and entertainment options.
• A children’s playroom designed for various age groups.
• A rooftop terrace with panoramic city views, possibly including grilling stations and outdoor dining areas.
• A dedicated concierge service to assist residents with various needs.
• A beautifully-landscaped open courtyard designed by Future green.

Naftali Group’s broader Portfolio and Strategy

The launch of The Willow is part of Naftali Group’s ongoing expansion and investment in New York City and beyond. The firm’s portfolio includes a range of residential and mixed-use projects in Manhattan, Brooklyn, and South Florida.

Current projects include:

• 1045 Madison Avenue (Manhattan)
• 200 East 83rd (Manhattan)
• The Bellemont at 1165 Madison Avenue (Manhattan)
• Williamsburg Wharf (Brooklyn) – Expected completion of the first phase in 2025.
• JEM (Miami, South Florida)
• Viceroy Residences fort Lauderdale (South Florida)

Naftali Group is developing over 3 million square feet of premier residential and mixed-use space across its two projects in South Florida, highlighting the firm’s strategic diversification.

The Significance of Gramercy

Gramercy Park, located in the heart of the neighborhood, is one of New York City’s moast iconic and exclusive green spaces. Access to the park is limited to residents who live in the surrounding buildings, adding to the area’s prestige and desirability. The neighborhood is known for its historic architecture,tree-lined streets,and proximity to cultural attractions,making it a sought-after location for discerning residents.

Market Analysis and Investment Potential

The launch of The Willow comes at a time when the luxury real estate market in New York City is experiencing both challenges and opportunities. While high-end properties continue to attract significant interest, factors such as interest rate fluctuations and economic uncertainty can impact buyer sentiment. However, well-designed and strategically located developments like The Willow are likely to maintain their appeal due to the enduring allure of Manhattan real estate.