The Launch of The Willow: Naftali Group's Luxury Gem in Gramercy

The Willow: A New Testament to Luxury in Gramercy



Naftali Group has officially started sales for its latest masterpiece, The Willow, situated in the historic Gramercy neighborhood of New York City. As a leading player in the real estate market, Naftali Group has combined forces with acclaimed architects COOKFOX and the renowned design firm Rockwell Group to create a luxurious living experience that reimagines classic New York architecture.

A Stunning Architectural Design


The structure of The Willow, located at 201 East 23rd Street, consists of 19 stories, designed to stand out in an area rich with architectural heritage. The façade employs an eye-catching blend of custom red brick, cast stone, and sleek black metal accents, complemented by its uniquely arched windows that draw in natural light and enhance city views.

Every detail has been meticulously crafted, resonating with the building’s luxurious ethos. As visitors enter through the custom black doors, they are greeted by a 24-hour attended lobby adorned with a beautifully crafted stone-patterned floor and artisan reception desk, leading to a stunning open courtyard that epitomizes tranquility in the urban landscape.

Refined Interiors and Exceptional Amenities


The Willow offers 69 exquisite residences which include a variety of layouts from one to four bedrooms, featuring penthouses equipped with expansive private loggias and terrace spaces. The interior spaces boast white oak flooring, elegant floor plans, and luxurious finishes such as custom cabinetry and spa-like bathrooms that beckon relaxation. Notably, the kitchens feature honed quartz countertops and top-tier Miele appliances.

The curated amenities selection designed by Rockwell Group transforms this building into a lifestyle hub. Residents can enjoy access to a state-of-the-art fitness center, a media room, and a lounge reminiscent of a speakeasy, aptly named the Mermaid Room. Outdoor experiences are also a key aspect, with a landscaped rooftop terrace framing breathtaking views of the city skyline and inviting residents to unwind in style.

A Strategic Location with Abundant Opportunities


Positioned between Gramercy and the vibrant areas of Flatiron and NoMad, The Willow places residents in the heartbeat of Manhattan, close to picturesque streets lined with cafes, restaurants, and shops. Notable parks such as Madison Square Park and Union Square Park provide additional green spaces, enhancing neighborhood appeal.

Upcoming Developments and Market Context


Naftali Group, renowned for its substantial footprint in the New York City market, is not stopping at The Willow. This launch follows the success of several record-breaking projects and indicates the firm’s robust strategy to uplift and innovate urban living. The group is actively managing various other projects in the area, further contributing to the dynamic residential landscape.

As the demand for well-designed living spaces continues to flourish, The Willow stands as a promising development at a starting price point of $1,225,000 for a one-bedroom residence, appealing to those seeking a combination of luxury, comfort, and access in the heart of New York City.

For more details or to schedule a viewing, prospective buyers can visit thewillow-gramercy.com. The official completion of The Willow is expected in Q3 2026, a development that promises to redefine luxury living in Gramercy.

Topics Consumer Products & Retail)

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