The new luxury residential tower being developed by RFR and Hines at Lexington Avenue and 53rd Street has a new address, a new marketing and sales firm and a new interior designer, The Post has learned.
Saying ciao to the past, RFR and co-owner China-based Vanke have dubbed the 61-story tower “One Hundred East Fifty Third Street” rather than using 610 Lexington Ave., the one-time site of a YMCA.
Leonard Steinberg’s Urban Compass will act as exclusive marketing and sales company for the 94-luxe units. Currently it has a barebones Web site, 100E53.com, and a marketing center at the Seagram Building.
The interiors will be created by the tower’s London-based architects Foster + Partners led by Norman Foster, in collaboration with architect and interior designer William T. Georgis, who previously worked on the home of RFR’s Aby Rosen.
The bright and airy minimalist structure was designed by Foster + Partners to complement both the nearby Mies van der Rohe’s Seagram Building and Gordon Bunshaft and Natalie de Blois’ Lever House, which also are owned by RFR.
Sources said the amenities are still being configured but are expected to include a world-class restaurant.
