Curtains Up At 10 Madison Square West

Written By Janna Allen | April 12, 2013
2019%2f09%2f13%2f12%2f18%2f02%2ff81bd171 15b6 4f25 8b6b 9b67a3f1e3e3%2ffile

Following a series of unmet conversion dreams and a $136.8 million lawsuit, 10 Madison Square West in the Flatiron District, is finally on the road to a luxurious makeover. Previous owner of the old Toy Center, (whose physical address is 1107 Broadway), Yitzchak Tessler, had plans to crown the city’s former headquarters of toy manufacturing and distribution, with 8-stories of luxury rental spaces. Tessler also boasted an addition of a bowling alley and basketball court to the premise, as well as transforming the building’s footbridge into an event/party space.

Yet, because the life of a developer isn’t always easy, Tessler lost hold of the building (which he purchased in 2007 for $235 million) and it’s now under the wing of Steve Witkoff’s The Witkoff Group and designer Alan Wanzenberg.

In 2011, Witkoff purchased the 16-story property for $191 million. Plans were drawn up for a $290 million 125-unit condominium conversion, and official renderings (above) were put up via Douglas Elliman’s building information page. 10 Madison Square West’s official website remains in its teaser phase, only offering a picture of a striking group of individuals enjoying a day in what seems to be Madison Square Park. It does, however give brief information of the one-to-five bedroom quarters which will be designed by Alan Wanzenberg, and a 9,000 square foot private residents club.

Architecture of the additional 6-stories which Witkoff is aiming to place atop 10 Madison Square West, will be headed by the firm Goldstein, Hill and West, who are responsible for the Upper West Side's Rushmore condominium. Amenities of the building are lacking the previous allure of a bowling alley and a basketball court, yet Douglas Elliman’s description urges us to “treat [ourselves] to a rejuvenating massage in the treatment room,” mentions a 60-foot pool, yoga studio, and a grand staircase in the lobby.

Not much has been said on what’s to be done regarding the footbridge (pictured right) which connects the building to its sister on 200 5th Avenue (also former toy manufacturing headquarters), and the angle of the renderings leave it out-of-sight. Still, official sales are being said to launch sometime this spring, and prices should begin to pop-up around that time as well.

Blog Archive


This information is not verified for authenticity or accuracy and is not guaranteed and may not reflect all real estate activity in the market. © 2021 REBNY Listing Service, Inc. All rights reserved. RLS IDX Data display by Elegran LLC. IDX information is provided exclusively for consumers’ personal, non- commercial use and that it may not be used for any purpose other than to identify prospective properties consumers may be interested in purchasing.

Elegran LLC may or may not be the exclusive listing agent of the properties being displayed on All data displayed on is presented for informational purposes only and should be independently confirmed by all customers. All Information is compiled from both public and private sources including, but not limited to the RLS, MLS and ACRIS; each of which is assumed to be reliable. All information displayed is subject to errors and omissions regarding apartment specifications and final sale prices, and further, any unit listed may have had its listing withdrawn without notice subsequent to such information being compiled. No representation is made as to the accuracy of any description (ie: listing, close sale data, and/or building description) of any building or individual unit. All measurements and square footage are approximate and all information herein should be confirmed by customer and/or their attorney. Elegran LLC, its members, affiliates, and contributors adhere to New Your City, New York State, and United States Fair Housing Laws.