First Look Inside Shvo's White Space


Tuesday, June 26, 2007, by Joey

2007_6_650sixth1.jpg

This is a big day for Michael Shvo, who—when not reviewing your suggestions for how to steer his company—is busy marketing and selling fabulous new condo developments. Tonight, Shvo will host a party launching the sales drive for his latest, 650 Sixth Avenue, which we've briefly mentioned before. A partnership with the Jack Shainman Gallery, the Chelsea condo conversion will cram 67 collection-ready units into a six-story Beaux-Arts building at 20th Street. The theme here is "gallery living," with the apartments serving as "private galleries celebrating light and openness," according to the marketing materials. The sales office is also done up like an art gallery, with renderings and models mixing with various pieces. Watch that wine!

If you're still not following the intersection of art/living thing, the launch party will be co-hosted by photographer Mark Seliger, and the evening has its own art show-style title, "Blur the Line." Got it? As an aside, this looks like a new page out of the Shvo playbook. Whereas everyone is used to marketing campaigns celebrating the characteristics of the neighborhood where a building is, this time around he's sticking those characteristics inside the building, so that people who want to live near the Chelsea gallery atmosphere can now experience it while still in their underwear. Well, and not get arrested.

2007_6_650sixth.jpg

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· And on This Day, the Shvoplosion [Curbed]
· 650 Sixth Avenue [Official Site]


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Comments (15 extant)

1.

this will be a perfect place to relax after riding your unicorn home from work in your white-linen body suit, putting on some Phillip Glass and hanging out with Falcore, but what happens when you spill a glass of red wine? my guess is the room collapses on itself and creates a worm hole in order to maintain it's purity. nice Toyo Ito rip-off on that light-tree thing by the way.

By narnia at June 26, 2007 10:50 AM

2.

finally a place for me and my robot family.

By Affirmative at June 26, 2007 11:05 AM

3.

"so that people who want to live near the Chelsea gallery atmosphere can now experience it while still in their underwear."

Tighty whiteys only, one presumes.

By jj at June 26, 2007 11:26 AM

4.

Good one #1! Anyone have a glass of wine...let's see what that baby is made of.....but bring the unicorn so we can escape the clutches of the worm hole...and where's batman with his bag of tricks when you need him?

By Anonymous at June 26, 2007 12:31 PM

5.

this place is next to the old limelight - the club in the old church. have you been to the area at night. it's loud and crazy...

By mohammad ali at June 26, 2007 1:13 PM

6.

Got to love the marketing of these things. I live just North on 6th Avenue. This area is terrible at night (and not great during the day). Between the Limelight crowd, and the club crowd on 21st Street, it is bumper to bumper traffic all night, and lots of people not from Chelsea (and not from anywhere within a reasonable cab ride from Chelsea). Same during the day with Bed Bath & Beyond, and the other big box stores. The galleries are four avenues West of this place.

By Anonymous at June 26, 2007 1:32 PM

7.

my gym is across the street, and i cannot for the life of me think who would drop the kind of money i'm sure shvo wants to live in this location.

By baa at June 26, 2007 1:35 PM

8.

Is it me, or is the design of this building modeled off the Curbed logo (appearing at the top of your screen).

By CurLogo at June 26, 2007 2:12 PM

9.

it's a beautiful building on the outside, but as others have said, a sucky location. and those interiors are dubious at best...

By Anonymous at June 26, 2007 2:31 PM

10.

Celebrating "light and openess"? How much does he take it in the ass?

By Anonymous at June 26, 2007 2:46 PM

11.

#8 I smell a law suit: Shvo vs. Curbed.com.....and unlike the frivolous lawsuit filed by the judge with the pants fiasco...I think this case has got some teeth! #8 is the first material witness!

By Anonymous at June 26, 2007 3:18 PM

12.

#10.....I'm sure Lockhart and Shvo are lovers. This blog has ZERO credibility because Lockhart and Curbed are the only ones in the universe to give Shvo (the moron) any playtime.

By Anonymous at June 26, 2007 9:20 PM

13.

Wake up people. There has been several loft building conversions on that same block and developers had no problem finding plenty of buyers for $2M+ renovated loft space around those blocks. The O'Neil building and Extell's Altair come to mind. That being said all the comments about street noise, late night fights & 5:00 am stereo pumpinp are on the mark. Some of these buildings are just starting to see owners move in and they are in for a rude awakening (in every way). I think with the accelerated gentrification of the area though many club owners faced with increasing complaints from community residents will eventually just pack up and go to a less residential area (fashion district maybe).

By Dubious at June 27, 2007 10:54 AM

14.

Darren Sukenik = SOLD

By Anonymous at June 27, 2007 11:54 AM

15.

Are there any other new developments that are using the art/living concept by exhibiting original artwork in the lobby, sales office and/or model units? Any other buildings collaborating with galleries? Do you see this as a growing trend?

By terrie toye at August 23, 2007 5:52 PM




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