Times Square Gossip

  Loy Carlos Loy Carlos doesn’t market a property, he contextualizes it. Inspired by editorial photoshoots and magazine-style storytelling, Carlos says that he’s reinventing property sales, and realizing record deals for his clients in the process.   It is an approach that has solidified his involvement with ultra-high end properties such as the newly listed triplex penthouse at 217 West 57th Street, which is listed at $250 million. “Luxury is lifestyle,” says Loy, a 30-year industry veteran, who made headlines when he left Corcoran’s top team to lead Serhant’s “Signature” division, which handles the firm’s most exclusive properties. “So it’s important to create a unique brand identity for each property that tells a story about the specific lifestyle it offers.” To create that narrative, he works with Serhant’s in-house ID Lab and Serhant Studios to design a one-off “identity” for a listing or a building, where everything from the fonts, color schemes, background imagery, cust...

  Roof Deck @ 62 West 45th In 2019 the father-son team of Kenneth and Bradley Fishel purchased the 12-story early 20th Century building located at 62 West 45th Street which was almost entirely rented. Then the pandemic hit. Tenants started dropping like flies and the team realized that their newest acquisition was in trouble. So, the family sprang into action with a plan to re-tenant the building. The building is located in the middle of Manhattan, a short walk to Grand Central Terminal, the Port Authority Bus Terminal and Penn Station. Location was not the problem, rather, the market had dropped significantly, and vacancies abounded around them. The team needed to make their building distinctive among many similar buildings in the area. Thus, the concept of “SoHo Lofts in Midtown” was born.    Each floor was consolidated into a single-tenant 4,650 square foot space.  The team reasoned that renters would value privacy as an important attribute in their evaluation of ...

264 West 40 Street The Newmark leasing team of JD Cohen has successfully signed six leases in an early 20th Century garment district building. Faced with a challenging leasing environment and a global pandemic, the father and son ownership team of Bradley and Kenneth Fishel of Renaissance Properties, owners of 264 West 40 Street, consulted with Mr. Cohen during the first days after the permitted reopening in June. Several tenants had vacated the building during the shutdown and the Fishels needed wise advice as to how to re-tenant the building.   Mr. Cohen advised the owners that despite the challenging leasing environment their building was among the best in class offering in the submarket. Despite a softening climate JD Cohen observed robust activity in smaller Tenant demand. So, the Fishel team elected to focus on re-leasing those spaces first. Within the first 90 days of reopening 4 leases were signed one of which was represented by JD Cohen with no outside cooperating b...