Douglas Elliman Development Marketing (DEDM), the new development division of Douglas Elliman Realty, recently announced its sales team for THE 74 at 201 East 74th Street, a high-style condominium for the new era of Upper East Side living. Powerhouse agents Barbara Russo, Danielle Englebardt and Elena Sarkissian are leading the project’s exclusive sales and marketing team, marking another collaboration with New York City-based developer Elad Group, known for its iconic residential developments including 108 Leonard in Tribeca where DEDM is approaching sell-out.

“We proudly welcome Douglas Elliman to our next market-defining development, THE 74, building on our incredible success together at 108 Leonard in Tribeca and Alina in Boca Raton,” said Orly Daniell, President of Elad Group.

“With THE 74, Elad is modernizing the Upper East Side experience for a sophisticated, design-savvy, lifestyle-oriented buyer. This is next generation living for one of Manhattan’s legacy neighborhoods and we align with that visionary approach to luxury new development,” said Susan de França, President and CEO, DEDM. “Listings are live and our sales gallery is open.”

With architecture by Pelli Clarke & Partners and interiors from AD100 designer Rafael de Cárdenas, THE 74 is the residence design-driven buyers have been waiting for on the Upper East Side. An intimate collection of 42 homes – many with Central Park views and with no more than three residences per floor – is paired with inspired amenities that reflect an elevated lifestyle. Layouts range from two- to five-bedrooms, including a duplex penthouse with substantial outdoor space, and a singular townhome that enjoys the building’s luxury amenities and services.

Pelli Clarke & Partners, noted for their skyline-defining masterpieces in cities from San Francisco to Kuala Lampur, envisioned a pleated facade for THE 74 that 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.

Rafael de Cárdenas – named once again in 2023 on Architectural Digest’s list of global design influencers – echoes this sentiment within the building’s interiors. Homes are defined by sculptural neutrals and a clean, crisp atmosphere. His details make a statement about quality, from European White Oak flooring styled in an oversized parquet pattern to bespoke hardwood millwork in the kitchens and bathrooms to signature floor-to-ceiling windows crafted by Polito Serramenti in Borgosatollo, Italy.

At THE 74, curated amenities are an extension of the home. The building’s lobby on Third Avenue is discrete and exquisite while an additional entrance on East 74th Street affords convenience with another layer of privacy. Light-filled spaces for relaxing, entertaining and wellness include a library lounge with a wet bar and private garden, a state-of-the-art fitness center and Pilates studio, and a children’s playroom. An entertainment suite is situated on a high floor, providing a perfect space to work from home or gather with friends.

“The 74 epitomizes modern chic on the Upper East Side, capturing the attention of all who pass by. With Pelli Clarke & Partners’ captivating architecture and Rafael de Cardenas’ brilliant interior design, every corner exudes an invigorating energy that lights up the faces of potential buyers visiting the sales gallery,” said Barbara Russo, Director of Sales for the project she rightly calls the ‘it’ building of the moment.

THE 74 has topped out and sales are underway. Prices range from $2.995 million for a two-bedroom to $12.5 million for a full-floor five-bedroom with Central Park views. Pricing for the penthouse and townhouse is available upon request.

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