THE 74 Welcomes Its First Residents

Landmark-Quality Architecture, World-Class Interiors, and Curated Amenities Set a New Benchmark for the Upper East Side

With buyers moving into their high-style homes at THE 74, it’s officially a new era of luxury living on the Upper East Side. Prestigious New York City developer Elad Group, along with Douglas Elliman Development Marketing, proudly announces that closings are underway at the neighborhood’s new “it” building. Designed by Pelli Clarke & Partners with interiors by AD100 alumni designer Rafael de Cárdenas, THE 74 modernizes the experience of living in Manhattan’s most storied and desirable neighborhood, lauding full-floor layouts with 360-degree Central Park and skyline views, a duplex penthouse with expansive terraces, and a singular townhome. 

Strong sales at THE 74 reflect the demand for high-quality, contemporary residences on the Upper East Side. This neighborhood stands out in 2025 as the strongest market for new development, with Manhattan’s luxury real estate sector enjoying its best first quarter in six years—driven by a surge in ultra-high-net-worth buyers and a robust appetite for exclusive, amenity-rich homes. 

“THE 74 is designed to meet the expectations of today’s most discerning buyers and the lifestyle they want on the Upper East Side,” said Elyse Leff, Executive Vice President of Marketing and Sales at Elad Group. “With architecture by Pelli Clarke & Partners and interiors by Rafael de Cárdenas, we are delivering striking modern homes paired with the perfect suite of amenities.”

Douglas Elliman Development Marketing’s all-star team—Barbara Russo, Danielle Englebardt, Elena Sarkissian, and Christopher Salierno—is driving sales. “THE 74 is a rare opportunity for buyers who want the best of Manhattan living: timeless design, privacy, and a sense of community in the city’s most desirable neighborhood,” said Barbara Russo, Director of Sales for THE 74.

The tower’s pleated white terracotta facade and bronze-framed windows create a striking, contemporary silhouette that pays homage to New York’s Art Deco heritage. Inside, Rafael de Cárdenas’ interiors feature European White Oak flooring in an oversized parquet pattern, custom millwork, and floor-to-ceiling windows by Polito Serramenti. Kitchens are appointed with Ash cabinetry, Bianco ice marble countertops and backsplashes, and fully integrated Miele appliances. Primary bathrooms offer Calacatta Vagli marble, custom Sycamore vanities, and Dornbracht fixtures, while powder rooms are finished with Pink Namibia marble and brushed platinum accents.

Among the most sought-after offerings at THE 74 are its full-floor residences, which redefine luxury living on the Upper East Side. These expansive homes boast spectacular views of Central Park and the midtown skyline, with light streaming in from four exposures to create a bright, airy ambiance throughout the day. With total privacy and direct access to all of the building’s world-class amenities, these homes are a true rarity in Manhattan’s competitive real estate market.

Almost all of THE 74’s amenities are positioned on the 17th floor to maximize natural light and city views. Notably, the fitness center, Pilates studio, and lounge with wet bar offer residents inspiring views of the city skyline while they work out or entertain. Even the powder room on this level is bathed in natural light, underscoring the building’s commitment to elevating every aspect of the resident experience. Residents also enjoy a discreet lobby, private garden, library lounge, and a children’s playroom.

Prices at THE 74 range from approximately $2.995 million for a two-bedroom to $13.55 million for a full-floor five-bedroom with Central Park views. Pricing for the penthouse and 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, Florida, California, Massachusetts, and Texas. 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. Through a strategic global alliance with Knight Frank Residential, the world’s largest privately-owned property consultancy, the company markets properties to audiences in 53 countries, representing an over $87 billion global new development portfolio. https://www.elliman.com/marketing

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