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After almost three years on the market, the Novo, Shaya Boymelgreen’s monument to mediocrity at 343 4th Avenue in Park Slope, is sold out. As The Real Deal pointed out when it broke the news yesterday, since the building was more than two-thirds sold out by the time Lehman Brothers collapsed, it hasn’t faced some of the financing hurdles that new developments have over the past year. When all was said and done, the average price per square foot paid for apartments in the building was $671. Amazing.
Boymelgreen’s Novo Condo Sells Out [TRD] GMAP
Should We Feel Sorry For Novo Contract Holders? [Brownstoner]
C-of-O Woes for the Novo? [Brownstoner]


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  1. > People care about location, space, layout, features and then most of all price

    Agreed. While I would enjoy an attractive exterior to the building, it’s pretty much last on my list after all of the above.

  2. It’s important to me personally to have a home that makes me feel good when I see it as I walk up the block. That said, fsrq is right. I don’t assume that my taste and priorities are the universal standard.

  3. its been a while but my recollection of 321 boundaries are PPW, 4th ave, north side of 5th street and south side of Union down from PPW to 5th Ave(?) where it cuts over to south side of President down to 4th Ave

  4. bravo fsrq

    i searched size, layout, price, central air then location when shopping for a condo. as i was looking at only new construction, i figured that all the finishes would be decent.

    the exterior was of zero concern. in fact, the best “exterior” i saw was a terrific red brick industrial building that had been turned into condos – mattered way less though then the unworkable, i mean disturbing! layout and no central a/c.

  5. What is amazing???
    I have been sying for years that all the Brownstoner moaning about ugly architechture=lousy sales is pure bunk!

    The exterior design is probably one of the last considerations that people consider in buying an apartment….guess what, residents probably see the exterior less than everyone else.

    People care about location, space, layout, features and then most of all price -> these units were priced below the prevailing price in the area and the area is extremely sought after (5th Ave, 321 corridor) so = Sales.

    While I certainly hope for better architechture in the future (and ground floor retail) – the sooner you people realize that exterior aesthetics are close to irrelevant as a business consideration, the quicker you’ll have a grasp of the real world.

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