Midtown Manhattan is full of glass towers that look exactly like the one next to them. You walk past them, and they’re basically invisible. But 1710 Broadway New York NY is different. It’s a weird, fascinating little slice of the city that has spent decades reinventing itself while the rest of Broadway just got taller and shinier. Honestly, if you’ve ever walked toward Columbus Circle from Times Square, you’ve probably stood right in front of it without realizing you were looking at a piece of real estate history that has been a tug-of-war for years.
It’s on the corner of 54th Street.
Back in the day, this wasn't just another plot of land. It was the Ford Motor Company building. Think about that for a second. In an era where we think of tech giants owning the skyline, the giants of the 1920s were the car makers, and they wanted to be right in the heart of the action. It has that classic neo-Renaissance flair that you just don't see in modern construction anymore.
The Evolution of a Landmark
The building at 1710 Broadway New York NY was designed by Albert Kahn. If you aren't a total architecture nerd, Kahn was the guy who basically invented the look of modern industrial architecture. He was Henry Ford's go-to architect. When this place opened in the early 20th century, it was a temple to the automobile. It had massive windows. It was built to show off the newest "horseless carriages" to a crowd that was still getting used to the idea of not using a stable.
Things changed. Obviously.
By the time the mid-century rolled around, the car showrooms moved uptown or out to the suburbs, and the building took on a new life. It became a hub for the music industry. For a long time, it was the headquarters for Bad Boy Entertainment. Yeah, Sean "Diddy" Combs ran his empire from this exact spot. It’s kinda wild to think about the transition from Model Ts to the height of 90s and 2000s hip-hop culture happening within the same four walls.
Why 1710 Broadway New York NY Stayed in the News
You’d think a building with that much history would be protected, right? Not exactly. Real estate in New York is a blood sport.
For the last decade, 1710 Broadway New York NY has been at the center of a massive development shuffle. Extell Development, the same group behind the "Billionaires' Row" towers, picked up the site. They didn't buy it because they loved the old Ford architecture. They bought it for the air rights. In Manhattan, what you can build above a building is often worth more than the building itself.
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There were plans. Big ones.
We’re talking about a proposed 60-story skyscraper. At one point, the talk was all about a massive hotel and residential mix that would have completely erased the original structure. But then the market shifted. Interest rates climbed. The pandemic turned Midtown into a bit of a ghost town for a while. The grand plans for a glass needle piercing the sky above 54th Street hit a series of delays that kept the old structure standing way longer than anyone expected.
It’s a survivor.
The Architecture vs. The Ambition
If you look at the building today, you can see the tension. The ground floor often looks like a placeholder—retailers come and go, and there’s that "waiting for something to happen" vibe. But if you look up, the granite and limestone details are still there. It’s a six-story reminder of a time when Broadway was the "Automobile Row."
Most people get wrong the idea that these buildings are just "old." They aren't just old; they are built with a density and a material quality that is literally too expensive to replicate today. To build 1710 Broadway New York NY from scratch right now using the same materials would be a financial nightmare for any developer. That’s why these "soft sites" are so controversial. Preservationists want the history; owners want the square footage.
What’s Actually Happening Now?
Current filings and city records show that the site is still primed for something huge. The neighborhood is changing. With the Nordstrom Tower (Central Park Tower) just a few blocks away, the gravity of high-end luxury has shifted firmly toward this pocket of the city.
- The site offers incredible proximity to Central Park.
- It has "unobstructed" potential if the tower goes high enough.
- The transit access at 55th and 7th is top-tier.
But here’s the kicker: The city’s office market is weird right now. No one is rushing to build more office space. So, the future of 1710 Broadway New York NY is almost certainly residential. We’re likely looking at ultra-luxury condos that will cater to the global elite. It’s a bit of a bummer for those who love the grit and character of the old music industry days, but that’s the New York cycle.
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The Real Estate Reality Check
When you look at the data for 1710 Broadway New York NY, the numbers are staggering. We are talking about a property value that has seen hundreds of millions of dollars in play. Extell and their partners, including some international investment firms, have had to navigate a labyrinth of zoning laws and air right transfers.
It’s not just about one lot. It’s about how that lot interacts with the ones next to it. They’ve spent years assembling the "footprint" necessary to justify a massive skyscraper.
You’ve got to admire the hustle, even if you hate seeing the old skyline disappear. It takes a certain kind of ego to look at a historic Albert Kahn building and see a blank canvas for a 1,000-foot glass shard. But that's Manhattan. If you aren't growing, you're being demolished.
What This Means for the Neighborhood
If you live nearby or work in the area, the fate of 1710 Broadway New York NY is a bellwether for the "New Midtown."
For a long time, this area felt a bit stuck between the tourist trap of Times Square and the elegance of the Upper West Side. It was a little grimy. There were a lot of empty storefronts and "going out of business" electronics shops. But the redevelopment of 1710 Broadway is part of a larger cleanup.
New luxury developments bring:
- Higher-end retail (think upscale coffee shops instead of souvenir stands).
- Better street lighting and security.
- Increased property taxes that, theoretically, help the city.
- But—and it’s a big but—they also push out the character that made the street interesting.
A Quick Reality Check on "Luxury"
Everyone calls every new building "luxury" these days. It’s a marketing term that has lost all meaning. However, at 1710 Broadway New York NY, the term actually fits the price tag. When you’re dealing with land costs in the hundreds of millions, you can’t build "affordable" housing. The math doesn't work. The only way to make a profit is to sell units to people who don't even plan on living there full-time.
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It’s a weird paradox. The building that once housed the Ford Motor Company—a company built on making things for the "everyman"—will likely become a tower for the 0.01%.
How to See It Before It Changes
If you want to catch a glimpse of the original 1710 Broadway New York NY, do it sooner rather than later.
Walk up from 50th Street. Keep your eyes on the west side of the street. Look for the ornate stonework that seems out of place next to the modern glass. Notice the scale of the windows. Imagine the first cars being rolled out onto the floor. It’s one of the last few spots where you can really feel the transition from the industrial age to the digital age.
The scaffolding is a permanent fixture in New York, and it's already been a presence here. It’s like the building is in a constant state of "almost" being something else.
Actionable Takeaways for the Curious
If you’re tracking this property for investment or just because you’re a fan of the city’s bones, keep an eye on the DOB (Department of Buildings) filings. These are public records. You can see exactly when the demolition permits are approved or when the new building plans get the green light.
- Check the ACRIS system: This is the city's deed and mortgage database. It’s where the real "money trail" for 1710 Broadway lives.
- Visit the site at night: The contrast between the dark, historic upper floors and the bright, chaotic street level is a perfect New York moment.
- Look at the surrounding blocks: See how the shadows from the new supertalls are changing the light on Broadway. It’s a literal physical shift in the environment.
The story of 1710 Broadway New York NY isn't finished. It’s just in a very long intermission. Whether it becomes a shimmering tower or manages to keep its historic facade integrated into a new design, it remains a focal point for what Manhattan was—and what it’s desperately trying to become.
Don't just walk past it. Look up. There’s a century of ambition baked into those stones, and once they’re gone, they aren't coming back. The next time you're in Midtown, take five minutes to stand on that corner. You're standing on a spot that has seen the birth of the car culture, the rise of a music empire, and the relentless march of New York real estate.
Keep an eye on the news cycles for Extell’s next move. Usually, when things go quiet on a site this valuable, it means there’s a massive deal happening behind closed doors. We’ll see the cranes soon enough.