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Midtown Getting New Look and Feel

NEW YORK CITY—A single restoration and rebranding of an office and retail tower happening in the area some brokers have dubbed Times Square South—spanning…

By Rayna Katz | raynakatz | Updated on February 29, 2016

1407 Broadway Upgrades at 1407 Broadway, including re-tenanting eight retail stores at the property, will change the whole area.

NEW YORK CITY—A single restoration and rebranding of an office and retail tower happening in the area some brokers have dubbed Times Square South—spanning from Sixth Avenue to Eighth Ave, and from 42nd to 34th streets —promises to breathe new life into the neighborhood. More broadly, combining this shift and some changes already underway in Midtown could transform the submarket.

Shorenstein Properties is doing a major renovation at 1407 Broadway following its acquisition of the building last Spring. The upgrades focus on both the expansive office and retail space, in keeping with the “tremendous amount of capital” being poured into area buildings, Peter Turchin, vice chairman, CBRE, who’s handling the agency for the office portion of the building, tells GlobeSt.com in this EXCLUSIVE story.

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