660 Fifth Avenue, a prestigious address in the heart of Manhattan, has long been synonymous with luxury and elegance. This iconic building, located on the bustling avenue that runs through New York City, has a rich history that spans over a century. From its inception as a hotel to its current status as a mixed-use development, 660 Fifth Avenue has played a significant role in shaping the city’s skyline and its cultural landscape.
The origins of 660 Fifth Avenue date back to the early 20th century when the property was acquired by the Astor family, one of the wealthiest and most influential families in the United States. The Astors, known for their vast fortune and opulent lifestyle, decided to transform the site into a hotel that would cater to the elite and the affluent. The resulting structure, known as the Plaza Hotel, opened its doors in 1907 and quickly became a symbol of luxury and refinement.
For decades, the Plaza Hotel was a beacon of elegance, hosting countless celebrities, politicians, and socialites. It was the setting for numerous significant events, including the wedding of Elizabeth Taylor and Richard Burton in 1964. The hotel’s grand ballroom, the Oak Room, and its luxurious guest rooms were the epitome of opulence, with exquisite decor and impeccable service.
However, as the century progressed, the Plaza Hotel faced stiff competition from newer, more modern hotels in the city. In the 1980s, the hotel’s ownership changed hands, and the property underwent a series of renovations and rebranding efforts. In 1998, the hotel was acquired by the El Ad Group, a real estate investment firm, which embarked on a comprehensive $400 million renovation project.
The transformation of 660 Fifth Avenue into a mixed-use development was a bold move that would redefine the building’s role in the Manhattan skyline. The El Ad Group, in collaboration with the architecture firm Kohn Pedersen Fox Associates, designed a modernization that preserved the building’s historic charm while integrating contemporary elements.
Today, 660 Fifth Avenue is a testament to the power of adaptive reuse. The building now houses a combination of residential, office, and retail spaces, catering to a diverse range of occupants. The residential units, known as The Plaza, offer luxurious living spaces with stunning views of the city. The office spaces, which include the headquarters of several prominent companies, contribute to the building’s dynamic energy. And the retail spaces, including the iconic Bergdorf Goodman department store, add to the vibrancy of the neighborhood.
As the city continues to evolve, 660 Fifth Avenue remains a beacon of luxury and innovation. Its storied past and dynamic present make it a must-visit destination for anyone interested in the rich tapestry of Manhattan’s history and its ever-changing landscape.
