THE 74 represents a bold new vision for luxury living on the Upper East Side, introducing a contemporary approach to architecture, amenities, and community connection. As the neighborhood evolves, Elad Group and Elyse Leff, Executive Vice President of Marketing & Sales, are defining what it means to create a landmark residence for discerning buyers in today’s NYC.

The off-market deal marks the priciest at the 74, a 32-story development on Third Avenue

Art Deco has never been subtle, and that’s exactly why it still works. The style is rooted in confidence: sharp geometry, rich materials, and a love of drama that feels intentional rather than excessive.

In 2025, core New York City areas recorded just over 11,000 signed residential contracts: 44 percent condominiums, 54 percent co-ops and condops, and the remainder townhouses.

Elad Group, a leader in luxury real estate development renowned for landmark conversions and design-driven new construction, is celebrating a standout year marked by major global awards and milestone sales across its New York City portfolio.​