Building Spotlight: 10 Madison Square West
In the heart of Flatiron, at the northwest corner of Broadway and West 24th Street, stands one of the city's most storied adaptive reuse projects. 10 Madison Square West began its life in 1915 as a commercial building designed by William Van Alen, architect of the Chrysler Building. A century later, the Witkoff Group transformed it into a 125-unit white-glove luxury condominium, preserving its landmark brick-and-limestone facade while adding six new stories and a 10,000-square-foot private residents’ club.
Today, 10 Madison Square West is one of the most sought-after addresses in the Flatiron District, valued for its direct park views, historic character, and a depth of amenities rarely found in a building of this scale and in this neighborhood.
Building Overview
Address: 10 Madison Square West, New York, NY 10010 (1107 Broadway)
Building Type: Luxury Residential Condominium
Neighborhood: Flatiron District, Manhattan
Original Construction:1915
Residential Conversion Completed: 2013
Original Architect: William Van Alen
Conversion Architect: Goldstein, Hill & West Architects
Interior Designer: Alan Wanzenberg
Developer: The Witkoff Group & New Valley LLC
Stories: 23–24 floors
Total Residences: 125 units
Residence Types: 1 to 5 bedrooms; full-floor and penthouse available
History: From Toy Showrooms to Manhattan's Most Coveted Condos
Few residential buildings in New York carry as layered a history as 10 Madison Square West. Its story spans three distinct eras: a commercial birth, a quirky mid-century chapter as the nation's toy capital, and a 21st-century reinvention as one of the Flatiron District's premier addresses.
1915 — Construction
William Van Alen, then a rising architect working from his Flatiron District practice, designed the 16-story brick and limestone office building at 1107 Broadway on the former site of the storied Hoffman House hotel. The building, known as the Albemarle, featured oversized windows overlooking Broadway and the green expanse of Madison Square Park below.
1929 — The Chrysler Building
Van Alen completes the Chrysler Building, solidifying his place in architectural history. His earlier work at 1107 Broadway gains retrospective significance as an early work of the same genius.
1960s — The International Toy Center
The Albemarle was joined to 200 Fifth Avenue (across West 24th Street) by a ninth-floor sky bridge, forming the two-building International Toy Center, a 1-million-square-foot complex that served as the national hub for toy manufacturers and distributors. 1107 Broadway became known as "Toy Building North," hosting showrooms for major toy brands from around the country.
2011 — Acquisition by Witkoff
The Witkoff Group acquired the property with plans to convert it to office use. A walkthrough of the upper floors, with their sweeping unobstructed views of the Flatiron Building, MetLife Clock Tower, New York Life Building, and Madison Square Park, quickly changed that plan. Residential conversion was deemed the highest and best use.
2013 — Residential Conversion Complete
Goldstein, Hill & West Architects transformed the U-shaped structure by carefully removing one leg of the U, flooding the building with light, and creating a 5,100-square-foot landscaped courtyard garden on the second floor. Six new tower floors were added above the 17th story, clad in white limestone and set back to create wraparound terraces. The interiors were gutted entirely and redesigned by Alan Wanzenberg, the same designer behind the acclaimed 150 Charles Street.
Architecture & Design: A Pre-War Facade, A Contemporary Interior
The Exterior
The original brick-and-limestone facade designed by William Van Alen was carefully preserved and restored during the 2013 conversion. At street level, the first three floors received new limestone cladding to complement the existing brick, while a new canopy marks the private residential entrance and retail spaces activate the Broadway frontage. Above the 17th floor, a six-story white limestone addition, distinctly contemporary in character, steps back from the historic body of the building, creating wraparound terraces on the upper floors.
The Structural Intervention
The building's original U-shape, two wings of the original commercial floor plan, presented a challenge for residential conversion. Goldstein, Hill & West made the decisive move to remove one entire leg of the U, opening the interior to light and air, and creating space for the 5,100-square-foot courtyard garden that now anchors the second floor. The existing shell and structure were maintained, but every interior element was rebuilt from the ground up.
The Interior
Award-winning designer Alan Wanzenberg crafted the residences with a consistent luxury language: wide-plank white oak floors, beamed ceilings (soaring above 11 feet in the tower residences on floors 18–21), floor-to-ceiling windows, and open-plan living areas. Kitchens feature Bianca Carrera marble countertops, white SieMatic cabinetry, Sub-Zero refrigerators and wine coolers, Wolf ranges, and Miele dishwashers. Master bathrooms offer double-sink Carrara marble vanities, deep soaking tubs, glass-enclosed rainfall showers, and radiant heat flooring throughout.
Iconic Sightlines in Every Direction
The building's position at the northwest corner of Broadway and West 24th Street, directly across from Madison Square Park, delivers some of the most storied views in all of Manhattan. Upper-floor residences and wraparound terraces command a panorama that takes in Manhattan's most beloved historic landmarks.
The building's glass-and-granite exterior was designed by David Childs and Mustafa Kemal Abadan of Skidmore, Owings & Merrill, whose clean modernist aesthetic curves gracefully around Columbus Circle. Interiors were handled by Ismael Leyva Architects, featuring floor-to-ceiling windows, hardwood floors, high ceilings, and open floor layouts throughout. The building's base connects seamlessly to the rest of the Deutsche Bank Center complex through a multi-story atrium.
South & East: The Flatiron Building, one of New York's most iconic structures, fills the view at the park's southern end.
East: The MetLife Clock Tower (1909) on 24th Street and Park Avenue South, with its illuminated campanile.
Northeast: The New York Life Building, its gilded Gothic pinnacle gleaming above the Madison Square Park treeline.
South & West: Madison Square Park itself, 6.2 acres of lawns, trees, a dog park, and seasonal art installations.
North: The Empire State Building, visible from upper floors, rising above the NoMad and Midtown skyline.
Upper Tower Terraces: Wraparound terraces on floors 18–23 offer 270° or greater panoramic views across lower Manhattan, the Hudson River, and beyond.
125 Homes, One to Five Bedrooms
10 Madison Square West offers a range of residence types, from intimate one-bedroom homes to sprawling full-floor condominiums with wraparound terraces. All residences share the same premium finish standard, the difference lies in scale, exposure, and altitude.
One Bedroom: Up to ~1,048 sq ft
Compact and efficient, ideal for pied-à-terre buyers or single occupants. Park or courtyard exposures available.
Two Bedroom: Up to ~1,779 sq ft
The most common configuration. Many have dual exposures and open-plan living/dining layouts.
Three Bedroom: Up to ~2,871 sq ft
Larger homes with full park views. Beamed ceilings and oversized windows throughout.
Four Bedroom: Up to ~4,745 sq ft
Grand proportions with multiple exposures. Some units include a dedicated home office space.
Five Bedroom / Full Floor: 6,500+ sq ft
Rare full-floor residences with wraparound terraces and 270°+ views. Among the most coveted homes in the building.
Amenities & Services: A 10,000 Sq Ft Private Residents Club
The building's lower level houses a 10,000-square-foot private residents’ club, accessed from the lobby via a grand staircase. It is managed by The Wright Fit, one of Manhattan's premier residential fitness management companies, and features a full complement of wellness and recreation facilities.
Pool & Wellness
60-ft Heated Lap Pool
Hot Tub / Jacuzzi
Spa Treatment Room
Men's & Women's Steam Rooms/Saunas
Men's & Women's Locker Rooms
Fitness & Movement
Fitness Center (The Wright Fit)
Yoga Studio
Pilates Studio
High-Energy Workout Studio
Outdoor & Social
5,100 sq ft Courtyard Garden
Landscaped Rooftop Terrace (upper floors)
Children's Playroom
Laundry Facilities
Refrigerated Lobby Storage
Bike Storage
Staff & Services
24-Hour Doorman
24-Hour Concierge
Porter
Live-In Resident Manager
Pet Friendly
Location & Neighborhood: Where Uptown Meets Downtown
10 Madison Square West sits at the meeting point of the Flatiron District and NoMad (North of Madison Square Park), a neighborhood that has transformed from a former industrial zone into one of Manhattan's most vibrant and walkable destinations. The building is directly across from Madison Square Park, a 6.2-acre public green space that hosts art installations, food kiosks, a dog run, and outdoor events year-round.
Frequently Asked Questions
What is the address of 10 Madison Square West?
The building's official address is 10 Madison Square West, also listed as 1107 Broadway, New York, NY 10010. The main entrance is located at 5 West 24th Street.
Who designed 10 Madison Square West?
The original 1915 building was designed by William Van Alen, who later became famous for the Chrysler Building. The 2013 residential conversion was handled by Goldstein, Hill & West Architects, with interiors by Alan Wanzenberg.
What was the building before it became a condo?
It was originally a commercial office building called the Albemarle (1915), and later became "Toy Building North", one half of the International Toy Center, a 1-million-square-foot complex connecting to 200 Fifth Avenue (now Eataly) via a sky bridge over 24th Street.
How many units are in 10 Madison Square West?
The building contains 125 residences, ranging from one-bedroom homes to five-bedroom and full-floor condominiums with wraparound terraces.
Does 10 Madison Square West have a pool?
Yes. The building's private residents' club includes a 60-foot heated lap pool, hot tub, and a full spa suite with steam rooms, saunas, and a spa treatment room.
What subway lines serve 10 Madison Square West?
The 4 and 6 trains stop at 23rd Street and Park Avenue South. The N, Q, R, and W trains stop at 28th Street and Broadway. The PATH train (to Hoboken and Journal Square) stops at 23rd Street and Sixth Avenue.
Is 10 Madison Square West pet-friendly?
Yes, pets are welcome. The building also has a PetSmart in its ground-floor retail space, and Madison Square Park directly across the street includes a popular dog run.
What neighborhood is 10 Madison Square West in?
The building is located at the intersection of the Flatiron District and NoMad (North of Madison Square Park). It borders Chelsea, Gramercy, and Midtown South, and is walkable to Union Square.
What does the courtyard garden look like?
The 5,100-square-foot landscaped courtyard garden was designed by landscape architect Signe Neilsen. It sits on the second floor, created by removing one wing of the building's original U-shape, and serves as a private green retreat for residents.
Which buildings can I see from 10 Madison Square West?
Upper-floor residents can see the Flatiron Building, the MetLife Clock Tower, the New York Life Building's gilded top, the Empire State Building, Madison Square Park, and, on clear days, views stretching to the Hudson River and outer boroughs.
Your Building Specialist
Nicholas DeLotell
Luxury Real Estate Specialist · Compass
I'm Nicholas DeLotell, a top-producing Manhattan luxury real estate specialist at Compass with over 10 years of experience representing buyers and sellers across New York City's most coveted addresses, including 10 Madison Square West. My practice spans domestic and international clientele, from first-time Flatiron buyers to seasoned global investors seeking a trophy residence overlooking Madison Square Park. I've been deeply involved in luxury new development across Manhattan, which means I bring a developer's eye to every resale. I know what a unit should cost, what it can achieve, and exactly how to position it. When clients ask who knows 10 Madison Square West best, my name comes up first.
From the Specialist
Questions Buyers & Sellers Ask Me About 10 Madison Square West
Which floor is the sweet spot for Central Park and Flatiron views?
"Floors 14 and above start to clear the surrounding rooftops and give you unobstructed sightlines to the Flatiron Building and Madison Square Park. From floor 18 up, the new limestone tower floors, you get the full panorama, including the Empire State Building to the north. I always recommend buyers preview at least one unit below floor 14 and one above, just to feel the difference. It changes the conversation every time."
What's the difference between the pre-war floors and the new tower addition?
"The original floors (1–17) have the charm of a pre-war conversion, beamed ceilings, deeper window reveals, and the warmth of a 1915 building. The new limestone tower floors (18–23) have higher ceilings, wider terraces, and more dramatic views, but a more contemporary feel. Buyers who prioritize character tend to gravitate toward the lower floors; those who want maximum light and altitude go for the tower."
Are there off-market opportunities at 10 Madison Square West?
"Yes, regularly. If you're a serious buyer, getting on my radar means you'll hear about these opportunities before they ever hit StreetEasy. Contact me directly, and I'll let you know what I'm aware of right now."
Ready to Make Your Move?
Work With Nicholas DeLotell — Your 10 Madison Square West Specialist
With 10+ years in NYC luxury real estate, a global client network, and deep expertise in new development and resale, Nicholas DeLotell at Compass is the specialist whom buyers and sellers trust at 10 Madison Square West.
Buying
From one-bedrooms to full-floor penthouses, we'll help you find the right home at the right price — and negotiate with the insight that only comes from deep building knowledge.
Selling
Owners at 10 Madison Square West benefit from one of Manhattan's most compelling narratives. We'll position your home to attract serious, qualified buyers and achieve the best possible outcome.