254 West 35th Street exterior
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Repositioning & ConversionGround lease
Midtown West

254 West 35th Street

254 West 35th Street · Midtown West, Manhattan

Overview

Rosette: a 16-story 1920s loft building being converted into 166 residences.

Before

This 16-story masonry loft building was built in the mid-1920s for Midtown's garment and office trade and spent a century as commercial space. More recently it was slated to become self-storage.

Now

Instead it is becoming a home address. A conversion to 166 residences was permitted in July 2026 and work is under way, part of the wave of office-to-residential conversions reshaping the blocks around Penn Station.

Building area106,642 SF
Stories16
Year built1924
Lot area7,406 SF
AcquiredFebruary 2026
Planned residences166
UseOffice-to-residential conversion
StatusResidential conversion under construction
StructureGround lease / leasehold
Value$35M

Gallery

2 photos
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