There's No Place Like NoMad

March 15, 2019

Rockefeller Group Releases Renderings, Name for New 639-Foot Residential Tower in NoMad


Last summer, we learned that the Rockefeller Group was planning to build its first NYC residential tower at 30 East 29th Street in NoMad. With construction now underway, the developer has provided final renderings, set up a new teaser website, and given the property the name “Rose Hill,” after the 130-acre farm that once occupied the land.

The drawings show a façade inspired by the Art Deco style of the 1920s, and the black-and-white drawing itself draws inspiration from architect Hugh Ferriss’s famous drawings of “The Evolution of the Setback,” which ultimately helped to set the architectural tone for the early 20th Century Deco skyscraper.

The illustration stresses the buildings position in the architectural richness of New York City —the background is filled with famous Manhattan structures and includes One World Trade Center, the Met Clock Tower, the Chrysler Building, the Empire State Building, and of course, 30 Rockefeller Center, which quintessentially exemplifies the height of New York Art Deco elegance.

In fact, Rose Hill is easily recognizable as a descendant of Rockefeller Center, built 90 years ago, with its clean lines, tight overall form, strong vertical ribs, and side setbacks.  The new building clearly recalls Deco’s exuberant celebration of the modern world and human progress, while taking advantage of new technologies that further enhance the expression of Deco’s sleek principles.

When finished, Rose Hill is expected to be one of the tallest buildings in NoMad at 639 feet, with 123 condominium residences on 45 floors. Rockefeller Group has announced that sales will begin sometime this spring.

Rose Hill’s design will be a welcomed addition to a neighborhood that has many notable buildings displaying a full range of skyscraper design styles, including Art Deco, Italianate, Neo Classical, Beaux Arts, French Renaissance, and more.