How do you bring a contemporary aesthetic and modern comforts to a street like York Avenue in the Upper East Side when the neighborhood is so rooted in traditional New York?

Architect Stephen B. Jacobs has answered this question with his latest project, The Rose Modern, a 20-story rental development currently under construction at 501 East 74th Street.

The architect’s thought process is detailed in a new short film produced by BOND New York, the brokerage marketing and leasing units at The Rose Modern.

The film begins with a proclamation that something big is coming to the Upper East Side: “In New York, the Upper East Side is known for its quiet comforts. This fall, The Rose Modern arrives to make some noise.”

“It’s completely different and it really sets the trend on what the new York Avenue is going to be,” explains Jacobs in the film. “The space flows in that there is a continuity of space and it fits today’s lifestyle, which is really casual.”

Pre-leasing begins in the first week of October, but until then check out the film in its entirety to learn more about what will set The Rose Modern apart in the Upper East Side.

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