A dynamic façade of ivory-glazed terracotta and antiqued bronze rises towards the sky

ALLURING MODERNITY
FOR DESIGN CONNOISSEURS

Rarely has an opportunity so exceeded its promise.
On 74th street — a legacy block on Manhattan’s Upper East Side, a fresh response to the neighborhood’s age-old sophistication has arrived.

Rarely has an opportunity so exceeded its promise. On 74th street — a legacy block on Manhattan’s Upper East Side, a fresh response to the neighborhood’s age-old sophistication has arrived.

Meet the chic new “it” building—meet THE 74

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ARCHITECTURE

ARRIVAL

INTERIOR DESIGN

“THE 74 is a contemporary design of sparkling refinement – animating its surroundings with artful geometry.”

Craig Copeland, Architect and Sculptor

Pelli Clarke & Partners

Architecture

Pelli Clarke & Partners, the New York firm in practice for over four decades, designs buildings around the globe of finesse and enduring power. Qualities like these can transform not just a cityscape, but the city itself—and inspire pride of place in a neighborhood. Forward-facing and technically adroit, Pelli Clarke & Partners brings innovative thinking to the timeless style of Manhattan Deco in THE 74. Steeped in a culture of creativity, it has reinvented a classic.

A hand-drawn rendering of THE 74 by architect Craig Copeland highlights the building’s syncopated rhythms.

A dynamic façade of ivory-glazed terracotta and antiqued bronze rises towards the sky.

THE FAcADE

Under partner Craig Copeland and his team at Pelli Clarke & Partners, the design of THE 74 reflects a focused approach to form-making of the highest order. A sculptor as well as an architect, Copeland has shaped the building into a dramatic play on the skyscraper model: lithe, elegant, and alive to street and sky. Like the Chrysler Building, Rockefeller Center and other masterworks of Art Deco, THE 74 captures the glamour of living in the world’s most radiant city.

Craig Copeland in his New York City sculpture studio.

Sunlight skims over a sample of the terracotta façade.

THE SCULPTURAL EFFECT

Like the grand façades of legacy towers up and down
Manhattan island, the exterior of THE 74 is highlighted with dazzling terracotta tile. Glazed a creamy ivory, bathed in crisp pleats, the slender tower shimmers perpetually in reflected light. Alternating bands of antiqued-bronze window casings animate a distinguished statement building that assumes the presence of classical statuary.

An architect’s sketch of THE 74 shows the interplay of smooth and textured tiles forming a sparkling, pleated façade.

Syncopation in action on the building’s pleated surface as various tile layouts are considered.

Approaching the beauty of sheet music: a sketch of THE 74 façade.

At dusk, city light plays on the building’s surface in myriad ways.

Verdant planting surrounds the Third Avenue entrance of THE 74.

The arrival

Ease is the word that distinguishes life at THE 74, starting with your very first experience of the building. Two entrances, on 74th Street and on Third Avenue, provide the sort of luxury choice available only in the neighborhood’s legacy pre-wars. Here, Upper East Side sophistication translates into a freshly contemporary outlook—and seamless convenience, the pleasure in knowing that the best life has to offer is just steps away.

“THE 74 emanates high style, with a strong sensibility that is both urban and calming. With the exacting yet lush interiors we’ve appointed, it will become the chicest address on the Upper East Side.”

Rafael de Cárdenas, Interior Designer

Rafael de Cárdenas Ltd.

INTERIOR DESIGN

Interior designer Rafael de Cárdenas and his 
Manhattan-based firm have been elegantly raising the bar for homes, restaurants, retail spaces and nightclubs for more than two decades. Enlightened cutting-edge style, flawlessly executed, distinguishes the studio’s work, which has brought sophisticated takes on our built world from Manhattan to Paris to Tokyo and beyond. Architecture, furniture design and art advisory round out the resumé of this most discerning of designers.