Manhattan’s Upper East Side has long been associated with heritage, history, and timeless elegance. However, with the unveiling of THE 74, a striking contemporary tower developed by the renowned Elad Group, the neighborhood is undergoing a transformation, ushering in a new era of modern luxury living. Situated at 201 East 74th Street, this exclusive collection of 42 residences represents a departure from the traditional Upper East Side aesthetic, offering a fresh perspective for discerning buyers seeking sophistication and style.

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.

From Maria Sharapova picking up a Montecito home to a new and notably stylish building on the Upper East Side launching sales, there’s always something to learn in the world of real estate. In this roundup, AD PRO has everything you need to know.

In the storied streets of Manhattan's Upper East Side, a neighborhood synonymous with classic elegance, a new architectural marvel is making waves. THE 74, the latest masterpiece from Elad Group, renowned for their iconic transformations of The Plaza and 108 Leonard, is redefining luxury living in a district known more for its heritage than its hype. This isn't just another upscale residence; it's a bold statement of contemporary style in a neighborhood steeped in tradition.

At the southern end of Central Park, with views towards the mansions of the Upper East Side, 111 West 57th Street is one of the tallest and skinniest skyscrapers on New York City's so-called Billionaires' Row. Last year a penthouse in the 82-storey building, known as Steinway Tower, was sold for $52 million (about £41 million), a high price even for a city accustomed to big deals.