In the heart of New York City, where the skyline is a canvas of architectural marvels, the Elad Group is setting a new standard for luxury living with the unveiling of THE 74.

This distinguished development, located at 201 East 74th Street, is redefining Upper East Side elegance through its blend of contemporary design and exclusive amenities.

Crafted by the renowned Pelli Clarke & Partners and featuring interiors by the celebrated Rafael de Cárdenas, THE 74 stands as a testament to modern luxury living.

The 32-storey edifice of THE 74 has achieved its structural zenith, marking a significant milestone in its journey towards completion.

THE 74 Architectural Excellence and Design Innovation

With sales now in progress through the esteemed Douglas Elliman Development Marketing, the building is attracting attention for its unique blend of privacy and spaciousness.

Housing no more than three residences per level, THE 74 offers a range of living spaces from two-bedroom apartments to a lavish five-bedroom duplex penthouse, each with access to the building’s comprehensive luxury amenities.

Orly Daniell, President of Elad Group, shared her vision for the project: “We created THE 74 for the Upper East Side buyers who want a modern home that reflects their modern lifestyle. Pelli Clarke & Partners and Rafael de Cárdenas have delivered precisely what we envisioned and what this neighbourhood has been missing.”

A Modern Façade with Art Deco Inspirations

Pelli Clarke & Partners have drawn inspiration from New York’s iconic skyline and its Art Deco heritage to design THE 74’s striking façade.

The building’s white terracotta and bronze aluminium-framed windows create a dynamic interplay of light and shadow, adding a shimmering effect to the cityscape.

This architectural approach not only pays homage to the city’s history but also introduces a fresh perspective to contemporary design.

Craig Copeland, Partner at Pelli Clarke & Partners, emphasized the thoughtful integration of the building with its prestigious surroundings: “The mid-70s is one of the most prestigious neighbourhoods in Manhattan, with such incredible history, legacy, and beauty. We designed THE 74 to contribute sympathetically to the community with a resonating aesthetic.”

Interior Design That Marries Romance with Rigor

Rafael de Cárdenas, a luminary in the world of interior design, has infused THE 74 with a unique blend of romanticism and precision. The residences are characterized by their spacious, light-filled interiors, sculptural elements, and a palette of soothing neutrals.

From the European White Oak flooring to the bespoke millwork in the kitchens and bathrooms, every detail underscores a commitment to quality and sophistication. “Our vision for THE 74 is high style. The homes reflect a tension between romance and rigour with a robust sensibility that is urban but also calming,” said Rafael de Cárdenas. “I believe THE 74 will become the chicest address on the Upper East Side.”

Culinary Excellence and Spa-Like Bathrooms

The residences at THE 74 are designed with the Epicurean in mind, featuring state-of-the-art kitchens equipped with Miele appliances, polished marble countertops, and elegant cabinetry.

The primary bathrooms offer a spa-like retreat with marble-clad surfaces, custom wood vanities, and luxurious soaking tubs, creating a sanctuary of relaxation within the bustling city.

Amenities That Extend Beyond the Home

THE 74 goes beyond the conventional, offering residents an array of curated amenities that enhance the living experience. From the discreetly elegant lobby to the light-filled library lounge and private garden, every space is designed for comfort and community. The high-floor entertainment suite, modern fitness centre, and dedicated children’s playroom ensure that residents have everything they need to live, work, and play in style.

With prices ranging from $2.995 million for a two-bedroom apartment to $12.5 million for a full-floor four-bedroom residence boasting Central Park views, THE 74 is poised to become the new benchmark for luxury living in Manhattan.