Monthly Archives: February 2014

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“New condos at 738 Broadway offer the frills and thrills of high-tech…”

Automatic fireplaces, surround sound, overflow bathtubs and elite appliances add luster to deluxe project


The new boutique development at 738 Broadway features one of the nicest fireplaces in the entire city. Four of them, actually, one for each condo in this cast-iron beauty. It’s all part of the conversion of an 1867 warehouse over the past two years.

As soon as residents and guests walk in, the fireplace roars up the greet them. Measuring 2.5 feet by 17.5 feet, it’s probably bigger than some studio apartments — and the 12-foot ceilings don’t hurt, either, when it comes to accentuating this fiery marble monster.

“We had such a big, beautiful space to work with — it was actually a little hard to figure out what to do with it,” designer Andres Escobar says. “The idea of the fireplace was to create a centerpiece. It’s almost a sculpture, but it’s functional, too.”

Best of all, if it’s another nippy night, just use the Creston automation system in the apartment to fire up the hearth remotely. If there’s someone special in tow, say on Valentine’s night, turn down the lights and put a sultry song on the surround-sound speakers. The entire home is wired and app-accessible via the same system.

“No expense was spared,” says Corcoran broker Charlie Attias, who is repping the boutique development.

The man behind 738 Broadway is one of the city’s biggest developers, the secretive Joseph Chetrit. A former textile importer, he’s been involved in such high-flying projects as the conversion of the Chelsea Hotel and the AT&T Building. He also owns Chicago’s Willis Tower, now the second tallest in the country, thanks to One World Trade.

But just because Chetrit is working on huge projects doesn’t mean he has no time for little gems. His exacting tastes are throughout 738 Broadway.

The kitchens feature Miele and Subzero appliances, all hidden behind custom-made Italian cabinetry. Down a hallway are the bedrooms. Almost outshining the fireplace is the master bath. It’s lined in the same Calcutta marble and features a TV hidden behind the mirror and an “overflow” tub. The water pours out of the ceiling, fills the tub and then goes over the sides into the drain. “It’s the latest,” Attias says.

The four units come in a mix of layouts, including two 2,400-square-foot two-bedrooms, a 3,200-square-foot three-bedroom duplex and a two-bedroom penthouse with private rooftop terrace. Prices range from $6 million to $7.5 million for the penthouse. That $7.2 million duplex is already in contract.

“Despite what people think, there aren’t that many condo lofts available downtown,” Attias says. “And pretty soon, these won’t be available either.”