Six-Story East Houston Commercial Development Gets New Name and Branding

Posted on: November 16th, 2016 at 5:07 am by
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Ahead of the new commercial development at 19 East Houston, the spit of land formerly reserved for city vehicle parking is re-annointed as 606 Broadway. This despite the lion’s share of frontage along East Houston Street. Eye-grabbing teaser signage to that effect was hoisted above the active project site last week.

And the neon-inspired billboard also announces a website.

Madison Capital, which purchased the 6,190 square-foot parcel from the city for $26 million, teamed up with Vornado (recent addition as partner) to construct the incoming six-story SoHo addition. It’ll include commercial office space and retail on the ground floor. The finished product will carry a total floor area of nearly 35,000 square-feet split between commercial offices and retail space. Stores won’t be “big box,” though, thanks to a protracted fight with the community a couple years ago.

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