NEW YORK CITY–RFR Realty LLC Monday announced that it has appointed CBRE as exclusive leasing agent for 350 Madison Ave., on the corner of 45th Street, its trophy-class office building, one block from Grand Central Station. Peter Turchin, EVP at CBRE, will lead a team in marketing and leasing the 25-story, 400,000-square-foot tower. In conjunction with the leasing campaign, RFR is rolling out a comprehensive $30-million capital improvements campaign at the property.

Along with Turchin, the property will be leased by CBRE's Evan Haskell, VP, Ross Zimbalist, senior associate, Ben Fastenberg, senior associate and Desiree Harbacek, senior financial analyst.

At 350 Madison Ave., RFR is working on a variety of building enhancements, including a restoration of the two-story, sky-lit lobby, the addition of a coffee bar and convenience stand as well as modern elevator cabs and a newly designed entry canopy.

Additionallly, according to the announcement CBRE and RFR will be unveiling new floor plans and occupancy programs this fall “that will revolutionize the building.” A spokeswoman declined to offer more detail before that unveiling.

“With CBRE's breadth of commercial real estate experience and talent we will be able to fully realize the potential of this coveted address,” says Aby Rosen, co-founder and principal of RFR Holding LLC, in the announcement. “Combined with RFR's pedigree, we are confident that Peter and his team will do a tremendous job representing this property and attracting top-level occupancy.”

Says Turchin in the announcement, “RFR has a solid track record for transforming their properties into the very best in class in every individual marketplace, and we are confident that 350 Madison will achieve that status after this extensive renovation is complete."

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Rayna Katz

Rayna Katz is a seasoned business journalist whose extensive experience includes coverage of the lodging sector, travel and the culinary space. She was most recently content director for a business-to-business publisher, overseeing four publications. While at Meeting News, a travel trade publication, she received a Best Reporting award for a story on meeting cancellations in New Orleans during Hurricane Katrina.

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