Where: 210 Lafayette Street, 5
Size: 2 bedrooms, 2 bathrooms
Asking: $2,700,000
Listed by: David Beare

It’s a real estate catch-22 that frustrates buyers looking in historic neighborhoods like SoHo: They want the traditional look and style of the area’s classic buildings, but also the modern amenities, conveniences and technology of brand-new construction. This is the rare home that blends both. Within the beautiful One Kenmare Square condominium on Lafayette Street — developed by hotelier Andre Balazs — is 51 Crosby Street, a boutique loft building facing SoHo’s best street. The apartment sports the high ceilings, oversized windows, hardwood floors and direct elevator access of a traditional loft, while also enjoying an immaculate new kitchen, a wood-burning fireplace, in-wall speakers, and the luxurious services (including a health club) of One Kenmare Square. It’s the perfect balance of old and new.

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As marketing and selling evolves and campaigns to sell real estate become more sophisticated, there are some projects that miss the mark and detract from the value of the project, and there are others that over reach and help a project exceed its intrinsic market value.

Walking into Pandiscio Co. gives credence to the old saying “if you want to get something done, ask a busy man.” With 14 real estate projects under their belt in only four years, Pandiscio Co. is in the business of turning properties into valuable new brands (or reinvigorating old ones).

I sat down with founder Richard Pandiscio at his headquarters in the Meatpacking District to discuss his pioneering work in real estate branding.

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