You can now live inside the Flatiron building: inside NYC’s most exclusive landmark conversion

How were decisions made regarding space allocation, such as floor configurations, ceiling heights, and unit counts?

James Lansill: We dedicated approximately six to eight months to testing various floor plans, ranging from as many as seven residences per floor to a single residence per floor. Concurrently, the building was undergoing demolition, which exposed the old office spaces for the first time in 123 years—raw, unadorned spaces with only perimeter windows and bare floors. This allowed us to gain a true understanding of its potential.

The combination of rigorous plan testing and on-site assessment led us to a layout with two residences per floor—one facing north and one south. These homes are quite spacious, ranging from 3,500 to 4,500 square feet (approximately 325 to 418 square metres), with finished ceilings in the new residences ranging from 10 feet 2 inches (3.1 metres) to 13 and a half feet (4.1 metres).This decision comes with greater financial risk for the developers, partners, and lenders, as larger residences command higher average price points.

We initially planned for 38 residences, but that number has since decreased to 37, as a full floor was recently sold to a buyer who intends to combine the two units. Floors 20 and 21 are full-floor residences, each spanning 7,500 square feet (approximately 697 square metres), and one of these was sold for US$58.5 million. The market has validated our decision: we launched sales in early February and have already signed 11 contracts, with a 12th pending.

Read more: Restoring a 125-year-old icon: How NYC’s Flatiron building is being transformed from the inside out

What sets the Flatiron Building apart from the popular Billionaires’ Row supertalls south of Central Park?

James Lansill: First and foremost, the Flatiron Building is located downtown, which I believe offers a more vibrant and dynamic atmosphere than uptown. The Flatiron District is home to some of New York’s top restaurants, all within a few blocks. Directly across the street is Eataly, and Eleven Madison Park is just two blocks away. It is a truly lively and desirable neighborhood.

Additionally, the building stands only 24 stories tall, placing it closer to the ground. Many individuals, particularly those who reside outside the United States, prefer not to live excessively high above the street. The building’s robust architecture—with its strong, stacked architectural elements—creates a sense of solidity, making the interior feel secure and private.

One of the most remarkable aspects of the Flatiron Building is its tranquility. Despite being in the heart of a bustling city, the interior is nearly silent. You can see the energy of New York around you, but you are not overwhelmed by noise—a feature that many buyers find incredibly appealing. Furthermore, the building’s scale is boutique in nature. With only 37 residences, the community is intimate, and residents will not feel lost in a large, impersonal building. In contrast, many Billionaires’ Row towers share similar designs and lack unique character. This building is one of a kind; there is nothing else like it in New York, or even the world.

What amenities are being integrated to complement the lifestyle of these residences?

James Lansill: We have designed amenities that are elegant, functional, and in keeping with the building’s character. There is a double-height lobby with a doorman and concierge, along with private elevators that lead directly to each residence’s private vestibule—ensuring privacy and exclusivity.

In the cellar, we have a 65-foot (approximately 20-metre) swimming pool in a double-height space, with a glass skylight that connects to a 5,000-square-foot (approximately 465-square-metre) gym. The gym also includes a spa, cold plunge, sauna, and beautifully designed dressing rooms, all by William Sofield.

What marketing strategy have you adopted to reach serious buyers, and what can you share about the buyer profile so far?

Our strategy is intentionally understated—we do not run any advertising campaigns. The Flatiron Building’s name and legacy speak for themselves. When we make a sale, we list it in our systems, and the press naturally covers it, generating organic media attention. This approach attracts highly qualified buyers who are already familiar with the building’s significance, rather than casting a wide net. We do not have a high volume of appointments, but the individuals who do visit are serious, discerning buyers with the means to purchase. We have a very high conversion rate.

While we cannot disclose specific details about individual buyers, we have received interest from around the world, and the buyer pool is diverse. Most of the sales to date have been to New Yorkers, many of whom live within a few blocks of the building and are upgrading to a larger residence. That said, we have also had international buyers purchase units, and the mix of local and global interest is healthy. What unites all our buyers is a desire for something unique—something that cannot be replicated.

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