At 60% Occupancy, 196 Orchard Taps LES Gallerist for Revolving Lobby Art

Posted on: December 12th, 2019 at 5:08 am by

The synergy between high-end condos and galleries is on full display at Ben Shaoul’s Lower East Side condoplex.

It is here, in the lobby of 196 Orchard Street, that local gallerist Lesley Heller has been tapped to curate a revolving placement of art. The residency began this week. Heller – who runs her eponymous showroom at 54 Orchard – will be in the employ of Magnum Real Estate Group (Shaoul’s firm) through next year.

“The Lower East Side has always been an important hub for the art world,” Magnum partner Jordan Brill said in a statement. “The mix of graffiti, historic tenement buildings, multicultural shops and restaurants, alongside new, refined architecture that threads the streets, collectively tell an exciting story. Our building was carefully designed to pay homage to the rough luxe aesthetic of the neighborhood.”

Perhaps this partnership is to gain exposure to drive more condo sales. That is the goal of all “art washing,” after all.

Indeed, only 60% of the block-spanning development is sold.

March 2014

The mixed-use condo project at 196 Orchard took nearly five years from start to finish. Landlord Ben Shaoul, along with Real Estate Equities Corp., together purchased the gargantuan assemblage of twelve single-story stores in 2014 from the Magnano family (which owned and operated the Ray’s Pizza), plus the valuable air rights from Katz’s Deli, for a combined $75 million. (Katz’s Deli reportedly made off with $17 million of the total.)

Recent Stories

New Condos Teased at 15-Story ‘One Essex Crossing’

Each month brings more significant updates for Essex Crossing. On the heels of the International Center of Photography launching its new flagship, the billion-dollar Lower East Side development this week rolled out more info about the CetraRuddy-designed condo tower at 202 Broome Street (aka Site 3). Dubbed One Essex Crossing, the fifteen-story newcomer features 83 […]

Broome Street Gets an Exclusive Nightclub by Omar Hernandez

Where Happy Ending once tormented this Broome Street block, and Better Days was anything but, something uber-upscale is now replacement. Perhaps even too upscale for its own good. By now you’ve probably seen the well-placed hype pieces about the newest nightclub at 302 Broome Street, led by nightlife impresario Omar Hernandez. He converted the space […]

Ten Injured, Including Firefighters, in Massive Mulberry Street Blaze Last Night [Updated]

The three-alarm blaze that engulfed 70 Mulberry Street last night spread quickly, destroying the upper levels of the historic Public School 23. The fire started shortly after 8:45pm on the fourth floor. Firefighters from Ladder 20 and police from the 5th Precinct were the first responders. More than two hundred fire personnel ultimately arrived to […]

3-Alarm Fire Engulfs PS 23 Building on Mulberry Street

Shortly before 9pm this evening, a three-alarm fire was sparked at 70 Mulberry Street (at Bayard). Within minutes, the historic building – erected in the nineteen century as Public School 23 – was in flames. More than one hundred firefighters were called to the scene to battle the blaze which is apparently confined to the […]

The Year of the Rat Scurries In

It’s the Year of the Rat! This week marks the 21st year of New York City’s Lunar New Year celebration, and no doubt the organizers are scurrying around in preparation for a veritable smorgasbord of festivities. As in years past, the festivities will kick off with the explosive Firecracker Ceremony Saturday morning at 11:00am (January 25) […]