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What was the International Toy Center (1107 Broadway at 25th street) has been re-branded as 10 Madison Square West, a condo conversion just west of Madison Square Park. You may have seen the signage on the building for the new website  (, and now we see from the rendering (photo: right) that they are adding 4 floors to the top.

The development is a collaboration between affiliates of The Witkoff Group, New Valley LLC, and architect/designer Alan Wazenberg.

Besides being right off of Madison Square Park, what’s impressive about this luxury condo building is the 10,000 square foot private residence club, featuring a 60 foot pool, a hot tub, a steam room, a yoga studio, a massage treatment room and a cardio and weight room. There will also be a children’s playroom.

Word is there will be between 127 and 145 luxury condo residences, many with coveted views on to Madison Square Park. The building is across the street from both the park and Eataly.

No word yet on when sales will start, pricing, or expected occupancy.

10 msw construction




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