1107 Broadway · Flatiron · Condo · Built 1915 · 125 units · 24 stories · William Van Alen (original, 1915); Goldstein, Hill & West Architects (conversion); Alan Wanzenberg (interiors)
CondoBuilt 1915Pets allowedFull-time
82
MF Score
10 Madison Square West — 125 luxury condos in the 1915 William Van Alen-designed Toy Building, directly across from Madison Square Park with views of the Flatiron Building, MetLife Clock Tower, and New York Life Building that no new construction can replicate.
10 Madison Square West Condominium has one of the most compelling origin stories of any residential building in the Flatiron District — and unusually, the building lives up to it.
The 1915 structure was designed by William Van Alen, who would go on to design the Chrysler Building. For decades it was the International Toy Center, housing a million square feet of toy showrooms that supplied retailers across America. Steven Witkoff bought it intending to convert it to office space — then looked out the windows at Madison Square Park, the Flatiron Building, the MetLife Clock Tower, and the gilded top of the New York Life Building, and changed his mind. That view is the building's defining feature and the foundation of its investment thesis.
The conversion was done right. Goldstein, Hill & West preserved and restored the original brick and limestone facade, added eight stories to bring it to 24 floors, and Alan Wanzenberg created interiors with 11-foot beamed ceilings, wide-plank white oak floors, and Bianca Carrera marble kitchens. The tower floors — 18 through 24 — have wraparound views that genuinely cannot be replicated by any new construction in this location.
The amenity package is comprehensive: 10,000 square feet of club space with a lap pool, yoga and Pilates studios, spa treatment rooms, steam and sauna, children's playroom, and a 5,100-square-foot landscaped courtyard garden. For a 125-unit building this is genuinely generous.
The honest limitation: resale takes patience. Average days on market runs approximately 190 days. The building sold out quickly on initial offering but the resale market moves at a deliberate pace. Buyers who need a fast exit should factor this into their decision clearly.
Pros and cons
Pros
+ William Van Alen-designed 1915 building — the architect of the Chrysler Building, with brick and limestone construction that provides natural noise insulation
+ Directly across Madison Square Park — park views from upper floors including the Flatiron Building, MetLife Clock Tower, and New York Life Building's gilded top
+ 10,000 sqft amenity club — lap pool, yoga, Pilates, spa treatment, steam and sauna — among the best in the neighborhood
+ 5,100 sqft landscaped courtyard garden — rare outdoor amenity in a Flatiron building
+ Eataly literally next door — the best food-access situation of any residential building in the district
+ Tower floors 18–24 with 11-foot beamed ceilings and wraparound views — irreplaceable product
Cons
− 190 days average on market and 7% discount from ask — resale requires pricing discipline and patience
− No building parking — nearest garages are off-site on 24th Street
− Lower floors facing Broadway absorb significant daytime street noise
− No tax abatement — full NYC property taxes from day one
Approx. low end — varies by unit. Use the calculator below to add your mortgage.
~$5,500/mo
Common charges and tax figures shown are sourced from current active listings and vary by unit size and floor. Verify all figures with building management, the offering plan, and your attorney before closing. MeetFlatiron makes no representations as to the accuracy of financial figures shown.
Payment calculator
Purchase price$2,900,000
Down payment20%
Interest rate6.75%
Principal and interest—
Common charges (enter your unit's figure)$/mo
Property taxes (enter your unit's figure)$/mo
Total monthly—
For illustrative purposes only. Common charges and taxes vary by unit — verify exact figures with building management. Actual mortgage rates vary by lender. Consult your lender for accurate rates and terms.
Red flag —
Average 190 days on market and 7% discount from ask — the building requires patience and realistic pricing on resale.
No building parking — nearest garages are on 24th Street. For buyers with cars this is a meaningful daily inconvenience given the building's Broadway-facing location.
Lower floors facing Broadway absorb significant daytime street noise. The building faces one of Manhattan's busiest retail and pedestrian corridors. Buyers considering floors below 10 on the Broadway side should conduct a thorough noise assessment before closing.
What agents won't tell you
Board dynamics
10 Madison Square West is a condominium — no board approval, no financial package, no interview. Cash buyers, foreign nationals, LLC purchasers, and pied-à-terre buyers face no obstacles.
The building is managed by Douglas Elliman Property Management. Management is professional and responsive. The building has zero open violations on record.
What it's actually like to live here
Living at 10 Madison Square West is defined by two things: the park views and the scale of the spaces.
The park view from upper floors is extraordinary at all hours — sunrise over the buildings to the east, the Flatiron Building's triangular profile to the south, the MetLife Clock Tower's illuminated face at night. Residents consistently cite the view as the feature that makes the building impossible to leave.
The spaces are generous. Tower residences on floors 18–24 have 11-foot beamed ceilings that feel genuinely loft-like without the noise tradeoffs of actual loft buildings. Some full-floor residences have wraparound terraces with 360-degree views.
The 10,000-square-foot amenity club is one of the most complete in the neighborhood: lap pool, yoga studio, Pilates studio, spa treatment room, steam and sauna, children's playroom. The 5,100-square-foot courtyard garden is a genuine outdoor respite in the building's core.
The Broadway-facing location brings noise. Lower floors below 10 absorb meaningful daytime street noise from one of Manhattan's busiest retail corridors. The brick and limestone construction provides more natural insulation than glass towers, but buyers on lower Broadway-facing floors should visit during weekday peak hours before closing.
Services and amenities
Full-time
Concierge
Elevator
Gym
Swimming pool
Outdoor space
Bike room
Storage space
Laundry in building
Live-in super
Hardwood floors
Central air
Washer/dryer in unit
Dishwasher
Pets allowed
No Roof deck
No Parking
Pet policy: Dogs and cats permitted — verify specific breed and weight restrictions with building management.
Amenity information sourced from building listings and public records. Amenities are subject to change — verify current offerings with building management before closing.
Transit
23rd St (Broadway)
NRW
~1 block
23rd St (Park Ave South)
6
~2 blocks
23rd St (6th Ave)
FM
~3 blocks
28th St (Broadway)
NRW
~3 blocks
23rd Street PATH
PATH
~2 blocks
Walk Score 100Transit Score 100Bike Score 91Source: Walk Score
Commute times from this building
Destination
🚶 Walk
🚇 Subway
Lines
Madison Square Park (23rd & Fifth Ave)
2 min
N/A
Walk only
Midtown (47th & Park Ave)
30 min
9 min
6 to Grand Central-42 St
Hudson Yards (30th & 10th Ave)
26 min
20 min
Walk or A/C/E
World Trade Center (Fulton St)
54 min
17 min
N/R/W to Fulton St
Times Square (42nd & Broadway)
26 min
9 min
N/R/W to Times Sq-42 St
Grand Central (42nd & Park Ave)
24 min
9 min
6 to Grand Central-42 St
Door-to-door estimates via Google Maps transit directions. Times reflect typical weekday conditions.Source: Google Maps
Nearby schools
3
PS 116 Mary Lindley Murray
Public · Grades K–5
0.4 mi
8
IS 104 Simon Baruch
Public · Grades 6–8
0.5 mi
9
NYC Lab School
Public · Grades 6–12
0.8 mi
Nearby colleges: Baruch College (0.4 mi), Parsons/The New School (0.5 mi), FIT (0.5 mi), NYU (0.8 mi)
School ratings sourced from GreatSchools and are subject to change. School zone boundaries are not guaranteed — verify current zoning directly with NYC DOE at myschools.nyc before purchasing.
Noise Level
Loud
Overall noise level
72/100 noise score
Primary source: Broadway at 24th Street is one of Manhattan's busiest retail and pedestrian corridors. Lower floors absorb significant daytime noise. The 1915 brick and limestone construction provides meaningful natural insulation versus glass towers. Upper floors above 15 are substantially quieter. HowLoud rates this block as Loud.
1107 Broadway is on one of the safest and most active blocks in the Flatiron District — directly across from Madison Square Park, adjacent to Eataly, with constant foot traffic from park visitors, hotel guests, and shoppers. The 13th Precinct covers this area. The 24-hour full-time doorman and concierge provide building-level security.
🚗
Parking
10 Madison Square West has no building parking. The nearest reliable monthly garages are on 24th Street and Broadway — budget $550–$700/month. The building's Madison Square Park-facing position makes it one of the most desirable but also most competitive addresses for street parking. Factor garage costs into your monthly budget from day one.
📦
Storage
Private storage is available in the building. With 125 total units, storage availability is better than boutique buildings but confirm current availability and pricing with building management before closing.
🛒
Grocery and daily errands
Eataly at 200 Fifth Avenue is literally next door — extraordinary for prepared foods, specialty items, and wine, but expensive for a weekly supermarket run. Whole Foods on 24th Street (0.4 mi) handles full grocery runs. Trader Joe's on 21st Street (0.6 mi) is the best value option. Multiple delis on 23rd and 24th Streets for late-night basics.
🔊
Noise and street life
1107 Broadway faces Broadway and Madison Square Park — an active, loud corner by day that quiets meaningfully after 10pm. The 1915 brick and limestone facade provides substantial natural noise insulation compared to glass curtain wall buildings. Lower floors facing Broadway will experience more street noise. Upper tower floors (18–24) are substantially quieter with extraordinary views. Visit your specific unit during a weekday morning rush hour before closing.
🚇
Getting around
10 Madison Square West has exceptional transit access. The N/R/W at 23rd and Broadway is one block away — Times Square in 9 minutes, Penn Station in 12. The PATH at 23rd and Sixth Avenue is two blocks west for New Jersey-bound commuters. The 6 train at 23rd and Park Avenue South gives Grand Central in 9 minutes. The F/M at 23rd and Sixth is three blocks west.
No active permits as of April 2026. Source: NYC DOB BIS.
Last DOB inspection: 2026-04-18 — Zero open violations. 2 closed HPD violations over 5 years — both resolved.
Climate & Flood Risk
Minimal
Flood Risk Level
Zone X — Minimal Flood Risk
FEMA Flood Map Designation
1107 Broadway is designated FEMA Zone X — minimal flood risk. Not located in any special flood hazard area. No special flood insurance required for conventional financing.
Source: FEMA Flood Map Service Center (msc.fema.gov)
What to ask before buying
1.What are the exact common charges and monthly taxes for this specific unit, and have there been any special assessments since the conversion completed in 2015?
2.For floors below 10 facing Broadway: can I visit on a weekday morning between 8–10am to assess actual street noise levels before closing?
3.What is the reserve fund balance and can I see the most recent audited financials managed by Douglas Elliman Property Management?
4.Is private storage included with this unit or available separately, and what is the current pricing and waitlist?
5.What percentage of units are currently owner-occupied versus pied-à-terres or investment properties?
6.For tower floor units (18–24): what is the orientation of this specific unit, and which views — park, Flatiron, MetLife — are visible from the living area versus bedrooms?
10 Madison Square West has held its value well since conversion in 2013–2015, supported by its irreplaceable location directly across from Madison Square Park and the architectural pedigree of the William Van Alen original structure.
Average price per square foot on recent sales runs approximately $2,800 — below the Fifth Avenue supertalls but well above the neighborhood median. The building's most recent recorded major sale — Unit MULTIPLE, March 2024 for $9.675 million — reflects continued buyer demand at upper price points.
The view premium is the key value driver and it is genuinely durable. No new building can be constructed to block the sightlines from 1107 Broadway to Madison Square Park, the Flatiron Building, or the MetLife Clock Tower. This is a structural advantage that glass towers on side streets cannot claim.
Resale liquidity is the primary risk. 190 days average on market and 7% discount from ask indicate a market that requires pricing discipline. The building competes with newer product at similar prices. For buyers with a 5–10 year horizon and a clear-eyed view on exit, the location premium is supportable.
Past appreciation is not a guarantee of future performance. Real estate values fluctuate. All investment decisions should be made with independent financial and legal advice.
Sale price history
2024
$6.80M avg
5 sales
2023
$5.90M avg
6 sales
2022
$5.40M avg
4 sales
2021
$4.80M avg
5 sales
Source: NYC ACRIS · Past sales are not indicative of future value.
Building history timeline
1915
Built as Commercial Building
Designed by William Van Alen — who would later design the Chrysler Building — at 1107 Broadway. The building becomes part of the International Toy Center, which eventually occupies over a million square feet of toy showroom space and becomes the hub of New York's toy trade industry.
2011
Witkoff Acquires the Toy Building
Witkoff Group and New Valley LLC (Vector Group) acquire the former International Toy Center at 1107 Broadway with initial plans to convert it to office space. After assessing the views — of Madison Square Park, the Flatiron Building, the MetLife Clock Tower, and the New York Life Building — developer Steven Witkoff changes course and decides to convert it to luxury condominiums.
2013–2015
Conversion to 10 Madison Square West
Goldstein, Hill & West Architects restores the original brick and limestone facade and adds eight stories to the structure for a total of 24. Alan Wanzenberg designs the interiors with 11-foot beamed ceilings, wide-plank white oak floors, and Bianca Carrera marble. 75% of the 125 units sell within three months of hitting the market in 2013. The building completes in 2015.
2015–2026
Established Resale Market
10 Madison Square West establishes a steady resale market. Notable residents include Fredrik Eklund from Million Dollar Listing. The building maintains zero open violations and professional Douglas Elliman management. Most recent major recorded sale: March 2024 for $9.675 million.
Notable residents
FE
Fredrik Eklund
Real estate broker, Million Dollar Listing New York · 2015–present
10 Madison Square West at 1107 Broadway was originally designed in 1915 by William Van Alen — the architect who would later design the Chrysler Building. For decades it was the International Toy Center, housing over a million square feet of toy showrooms. The Witkoff Group and New Valley LLC acquired it in 2011 and converted it to 125 luxury condominiums, completing the conversion in 2015. Goldstein, Hill & West Architects restored the original brick and limestone facade and added eight stories; Alan Wanzenberg designed the interiors.
What are the views from 10 Madison Square West?
Upper floor residences at 10 Madison Square West directly overlook Madison Square Park — the Flatiron Building to the south, the MetLife Clock Tower to the east, and the New York Life Building with its gilded top to the northeast. Developer Steven Witkoff originally planned an office conversion but changed course after assessing these views, telling the New York Times they were too extraordinary to give to office tenants. Tower floors 18–24 have the most expansive panoramas, with some full-floor residences offering wraparound terraces.
What amenities does 10 Madison Square West have?
10 Madison Square West amenities include a 10,000-square-foot club with a lap pool, yoga studio, Pilates studio, spa treatment room, steam room, sauna, and children's playroom. The building also has a 5,100-square-foot landscaped courtyard garden, 24-hour doorman and concierge, live-in super, bike storage, laundry, and refrigerated lobby storage for fresh food and flower deliveries. There is no parking.
Is 10 Madison Square West a good investment?
10 Madison Square West has an irreplaceable location — directly across Madison Square Park with views of the Flatiron Building and MetLife Clock Tower that no new construction can block. This view premium is structurally durable. The main investment consideration is resale liquidity: average days on market runs approximately 190 days with discounts from ask around 7%. Buyers with a 5–10 year horizon who prioritize location and view quality will find the investment case strong. Those who need a fast exit should factor the longer resale timeline carefully.
Who designed 10 Madison Square West?
The original 1915 building was designed by William Van Alen, the architect of the Chrysler Building. The 2013 conversion was led by Goldstein, Hill & West Architects for the facade and structural work, with interiors designed by Alan Wanzenberg — known for warm, residential luxury spaces. The developer was the Witkoff Group in partnership with New Valley LLC (Vector Group Ltd).
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