THE 74 is a case study in what high-net-worth buyers want in 2025: abundant space to entertain and at least three or four bedrooms. Prestigious developer Elad Group and Douglas Elliman Development Marketing are announcing that THE 74’s penthouse is in contract (last asking $25 million)—on the heels of selling out the iconic building’s three-bedroom residence collection. The remarkable success of sales highlights the growing appetite for larger, design-forward homes on the Upper East Side and underscores THE 74’s reputation as the neighborhood’s new “it” building.

“THE 74 has been intentionally crafted for the Upper East Side audience that desires grand scale living with sophisticated contemporary design and curated amenities. We are filling the need for three-, four- and five-bedroom condominium homes with generous space and layouts that maximize privacy and livability,” said Elyse Leff, Executive Vice President of Marketing and Sales at Elad Group.

Multiple residences in THE 74’s five-bedroom collection have also recently sold, signaling an increasing preference among high-net-worth buyers for larger, multi-bedroom homes. According to data from Marketproof—shared at an exclusive panel event for leading real estate professionals hosted by Elad Group at THE 74—Manhattan’s new development inventory has fallen nearly 9% year-over-year, reaching just over 4,000 units as of September 2025, less than half of what it was five years ago. Inventory of larger four-bedroom homes has dropped even more dramatically, down nearly 18% in the same period, while absorption of these spacious residences has significantly outpaced the broader market. This deep inventory shortage continues to drive demand and price resilience for full-floor and multi-bedroom homes like those at THE 74, which cater precisely to how luxury buyers want to live today.

“The demand for larger luxury residences continues to intensify in Manhattan, and THE 74 has met that demand head-on with its thoughtfully curated layouts and suite of sophisticated amenities. THE 74 offers exceptional residences and a luxurious contemporary lifestyle in one of the city’s most prestigious neighborhoods,” said Barbara Russo, Director of Sales at Douglas Elliman Development Marketing.

With architecture by visionary firm Pelli Clarke & Partners and interiors from AD100 designer Rafael de Cárdenas, THE 74 is the residence design-driven buyers have been waiting for on the Upper East Side. Prestigious New York City developer Elad Group has created an intimate collection of 41 homes – many with Central Park views and with no more than three residences per floor – paired with inspired amenities that reflect contemporary luxury living.

The 32-story tower sits on a legacy block at 201 East 74th Street and is noted for its sparkling facade, carved from ivory terracotta and textured with the quality of New York’s treasured Art Deco landmarks.

Homes at THE 74 are defined by sculptural neutrals and a clean, crisp atmosphere. Details make a statement about quality, from European White Oak flooring styled in an oversized parquet pattern to bespoke hardwood millwork in the kitchens to marble-clad primary bathrooms to signature floor-to-ceiling windows crafted by Polito Serramenti in Borgosatollo, Italy. Residences range from two- to five-bedrooms, including a collection of remarkable full-floor homes with sweeping city and Central Park views, a duplex penthouse with substantial outdoor space, and a singular townhome that enjoys the building’s luxury amenities and services.

Curated amenities are an extension of the home. On the ground floor, a library lounge features intimate seating and a wet bar overlooking a private garden. Situated on a high floor is a curated suite of amenities for wellness and entertainment, including a private dining room with catering facilities and video conferencing capabilities, a state-of-the-art fitness center and Pilates studio, and a charming children’s playroom.

Prices at THE 74 range from approximately $2.995 million for a two-bedroom to $12.8 million for a full-floor five-bedroom with Central Park views. Pricing for the townhouse is available upon request.

For more information, please visit www.the74ny.com.

About Elad Group

Elad Group is one of the nation’s leading real estate companies, responsible for the acquisition, development and conversion of architecturally significant residential and commercial properties in key markets throughout North America. Since its inception, Elad has focused most closely on building its portfolio in two key areas: acquiring landmark properties with potential for restoration and conversion as ultra-luxury residential buildings and developing distinctive new ground-up residential properties that offer premier design elements and exclusive amenities. Throughout Elad’s history, the firm has adhered to exacting standards with regard to the preservation of historic exterior and interior features.  

About Douglas Elliman Development Marketing (DEDM)

Douglas Elliman Development Marketing, a division of Douglas Elliman Realty, offers unmatched expertise in sales, leasing, and marketing for new developments throughout New York, New Jersey, Massachusetts, Florida, Texas, Colorado and California. The company’s new development hybrid platform matches highly experienced new development experts with skilled brokerage professionals who provide unparalleled expertise and real time market intelligence to its clients. The firm is heralded for its achievements in record-breaking sales throughout each of its regions. Drawing upon decades of experience and market-specific knowledge, Douglas Elliman Development Marketing offers a multidisciplinary approach that includes comprehensive in-house research, planning and design, marketing, and sales. https://www.elliman.com/new-development.