Q&A with Elyse Leff, EVP of Sales & Marketing at Elad Group: Designing a Contemporary Landmark for a New Era of the Upper East Side

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.

What inspired Elad Group to develop THE 74 as a contemporary landmark for this new era of the Upper East Side?

The Upper East Side is a classic Manhattan neighborhood, beloved for its storied streets, beautiful prewar co-ops and rich quality of life. With buyer tastes evolving and new audiences gravitating toward this remarkable enclave, we saw a need for a luxury residence that captures the essence of the Upper East Side but through  contemporary design. 

Grandparents are moving to the Upper East Side because they want to be close to their grandkids and they want a building with great amenities and plenty of space to host. Young families are looking for a high-quality lifestyle with every convenience at their fingertips. Pied-a-terre buyers want to be in the neighborhood because it’s bustling with great restaurants, retail, and arts and culture. And high-net-worth families are looking to the neighborhood as a prime destination for investment, as part of their generational wealth transfer. 

All of these audiences are converging on the Upper East Side right now and THE 74 was designed with them in mind

Can you share how the project’s architecture and design team (including Pelli Clarke & Partners) worked to honor neighborhood tradition while moving it forward?

Pelli Clarke & Partners created THE 74’s striking pleated white terracotta façade, paying homage to the neighborhood’s Art Deco heritage while establishing a fresh, contemporary silhouette. Inside, Rafael de Cárdenas’ curated interiors balance timeless elegance with a modern sensibility. The design respects the Upper East Side’s legacy but also embraces new lifestyles, making the building both a tribute to and a reinvention of the neighborhood’s architectural identity.

Which amenities or features best capture the “new Upper East Side” spirit at THE 74?

THE 74 is designed for a lifestyle that is private,  promotes wellness, and community connection. We’ve placed the majority of the amenities on the 17th floor to maximize natural light and showcase spectacular Central Park and city views. Features like the private dining suite, fitness and Pilates studios, and children’s playroom cater to families and individuals seeking balance, while the library lounge and garden are places for quiet respite. These spaces reflect the Upper East Side’s transformation into a vibrant, multi-generational, and culturally rich neighborhood.

How do layout and lifestyle choices at THE 74 address buyer demand for space, privacy, and wellness today?

Developers in New York City aren’t building enough larger condominium residences to keep pace with demand. We strategically curated the residence collection at THE 74 with an emphasis on three- and four-bedroom homes, including expansive full -floor layouts with views in every direction. We’re seeing incredible interest and are thrilled to have sold all of our three-bedroom offerings and the penthouse.

Also unique to THE 74 is a singular townhouse residence that is private and separate from the condominium tower yet enjoys our beautiful amenities and service. It is rare to find a brand new townhouse on the Upper East Side, and this one is quite special. Designed inside and out by Pelli Clarke & Partners.

In your view, how is the Upper East Side evolving, and what role does THE 74 play in its transformation?

The Upper East Side has always been a desirable place to live but has now also become a global destination for culture, dining, private clubs and shopping. THE 74 ushers in this new era. Our project, with its modern interpretation of terracotta architecture and sophisticated interiors and perfectly curated amenities, is the headline of this next chapter.

What legacy do you hope THE 74 will create for both residents and the neighborhood?

I truly believe THE 74 is setting a new standard for luxury living on the Upper East Side. It’s not just about a beautiful building — it’s about ushering in the next era for this incredible neighborhood, reinterpreting its historic charm for a modern lifestyle. 

Are there new trends, innovations, or resident needs you believe will influence luxury development in NYC’s next chapter?

Absolutely. We’re seeing a real shift toward homes that offer more functional separation and flexibility, like separate kitchens that cater to varied needs and entertaining styles, which is important for full-floor residences. As for wellness, it goes beyond just the home itself. THE 74’s amenities, like the state-of-the-art fitness center, Pilates studio, peaceful library lounge with a wet bar, and the private garden, all create layers of well-being that elevate the resident experience. It’s about creating spaces that support health, relaxation, and community connection—essentials for luxury living today.

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