New York’s Gramercy neighborhood has always been one of quiet grandeur, a place where brownstones line leafy streets and charm is built right into the architecture. Now, a new name is joining the conversation: The Willow.
Developed by Naftali Group and designed by the creative minds at COOKFOX Architects and Rockwell Group, The Willow is a fresh take on old-world elegance. Rising 19 stories above East 23rd Street, this boutique luxury building is anything but ordinary. It nods to the past with its hand-laid red brick façade and graceful arched windows while embracing the present with its sleek lines, black metal accents, and private outdoor spaces that practically beg for a glass of wine and a sunset view.
Inside, things only get better.
Rockwell Group brought its signature finesse to the interiors, crafting 69 residences that feel more like finely tuned instruments than mere apartments. There’s warmth in the white oak floors, calm in the soft color palette, and a clear sense of sophistication in every honed quartz countertop and spa-like bathroom clad in Ice Grey stone. Kitchens gleam with Miele appliances and custom cabinetry, while select homes offer sprawling loggias and terraces with cinematic views of Manhattan. One full-floor penthouse crowns the building, joined by four half-floor penthouses, each a private retreat in the sky.
And then there’s the lobby.
Custom black metal doors swing open to reveal a serene entryway dressed in patterned stone flooring and an artisan-made reception desk wrapped in hand-glazed tile. Just beyond, a landscaped courtyard by Future Green quietly steals the show, pulling natural light through the building’s core and offering residents a slice of garden tranquility in the middle of the city.
The lifestyle perks at The Willow read more like the offerings of an elegant private club than a typical residential amenity package. The Hearth Room – anchored by a monolithic travertine fireplace – serves as the building’s cozy heart, while the Glamercy Room adds rhythm with instruments, vinyl records, and a full recording studio. There’s also the Mermaid Room, a moody lounge with a speakeasy flair, perfect for laid-back evenings and deep conversations.
Fitness finds its place too, thanks to a high-end gym and a sauna for unwinding post-sweat. A cinema, a nautical-themed playroom, a rooftop terrace with panoramic views, and even private cabanas for purchase round out the long list of curated comforts. And yes, there’s a bike room and extra storage because even dream homes need practical touches.
Location? Right at the convergence of Gramercy, Flatiron, and NoMad. It’s all charming tree-lined streets on one side and buzzier, downtown energy on the other. A short stroll reveals everything from classic parks like Madison Square and Union Square to inventive restaurants, independent shops, and culture on every corner.
Interest in The Willow is already picking up. According to Alexa Lambert of Compass Development Marketing Group, those in the know have recognized the building’s exceptional design and the rare opportunity to call one of New York’s most iconic neighborhoods home.
This latest venture from Naftali Group follows a string of successful projects across Manhattan, from The Benson and The Bellemont on the Upper East Side to new developments in Brooklyn and South Florida. With The Willow, the group seems to have struck a perfect balance, modern refinement wrapped in Gramercy’s timeless charm.
Construction is moving along with completion expected by fall 2026. Pricing kicks off at $1,225,000 for a one-bedroom residence.
Read the full article at the Lux Exposé website.