Elad Group, a New York City-based residential developer, announced that sales have begun for The 74 condominium development at 201 East 74th St., boasting architecture by Pelli Clarke & Partners and interiors from Rafael de Cárdenas.

With 42 high-design homes – many with full-floor layouts and Central Park views – the 32-story tower has topped out and sales are now underway with Corcoran Sunshine Marketing Group. Private with no more than three homes per floor, the collection includes two- to five-bedrooms, a duplex penthouse with substantial outdoor space and a townhome that enjoys the building’s luxury amenities and services.

“We created The 74 for the Upper East Side buyers who want a modern home that reflects their modern lifestyle,” said Orly Daniell, president of Elad Group. “Pelli Clarke & Partners and Rafael de Cárdenas have delivered precisely what we envisioned and what this neighborhood has been missing.”

The 74’s pleated facade is decidedly modern while textured with the quality of New York’s treasured Art Deco landmarks. The tower architecture features white terracotta, with bronze aluminum-framed windows, to form artful geometry with dynamic coloration that catches sunlight for a shimmering effect on the skyline.

“The mid-70s is one of the most prestigious neighborhoods in Manhattan, with such incredible history, legacy and beauty. We designed The 74 to contribute sympathetically to the community with a resonating aesthetic,” said Craig Copeland, partner at Pelli Clarke & Partners. “Too many contemporary buildings are lifeless, flat and all glass, while The 74 is animated with rich textures and colors.”

The same sentiment is echoed by de Cárdenas for the interiors.
“Our vision for The 74 is high style. The homes reflect a tension between romance and rigor with a robust sensibility that is urban but also calming. The spaces are airy and light. The interiors are exacting yet lush,” he said. “I believe THE 74 will become the chicest address on the Upper East Side.”

Homes at The 74 are defined by sculptural neutrals and a clean, crisp atmosphere, with European white oak flooring styled in an oversized parquet pattern, bespoke hardwood millwork in the kitchens and bathrooms and signature floor-to-ceiling windows crafted by Polito Serramenti in Borgosatollo, Italy.

The building’s lobby on Third Avenue feature travertine floors and custom lacquer walls. An additional entrance on East 74th Street affords convenience and another layer of privacy. Light-filled spaces for relaxing, entertaining and wellness include a library lounge with a wet bar and private garden. Situated on a high floor, the entertainment suite is a perfect space to work from home or gather with friends, equipped with billiards, catering facilities and video conferencing capabilities. The fitness center and Pilates studio are state of the art. The children’s playroom ensures young residents are entertained and engaged.

Prices range from $2.975 million for a two-bedroom to $12.5 million for a full-floor five-bedroom residence with Central Park views. Pricing for the penthouse and townhouse is available upon request.