I’d like to start this article with a little piece of historical curio. In 1922, the Iceland ice-skating company built an 80-by-200-foot ice rink at 239 West 52nd Street in Manhattan for $800,000. Ten years later, the company went out of business but the ice rink lived on. In the 1950s, new owner Louis Brecker converted it into a roller-skating rink. In 1956, Brecker moved his other business, the Roseland Ballroom, to this location. Over the years, Roseland Ballroom was one of NYC’s premier entertainment destinations, hosting movie premieres, musical performances, and more, including shows by Beyoncé, Lady Gaga, and Madonna.

Manhattan grew up around the Roseland Ballroom, figuratively and literally, and eventually, plans were made to replace the aging low-rise, three-story structure with a residential high-rise that could carry the spirit and energy of this iconic venue forward into the future.

Larry Ginsberg’s Algin Management made those plans in 2013 and brought on CetraRuddy Architects to design their project, which has been dubbed ARO. The company was best known for designing the 50-story One Madison, which received the Architizer A+ Jury Award for Residential High Rise, as well as the new Lincoln Square Synagogue building, which was given an Honorable Mention for Religious Institution for Interior Design magazine’s Best of Year Awards.

Their design plans called for a composite of metal panels rising with a curving glass tower that stands 62 stories high. The structure widens out halfway up, allowing for balconies to arc outward and creating a rippling effect that twirls around in the Manhattan skyline. The effect comes from the site’s own constraints, which required CetraRuddy to find adaptable ways to increase residential space and inform views of the city around them.

They must have been onto something because their work on ARO has already garnered a 2015 SARA National Design Award, 2017 American Architecture Prize, and an Architecture Podium citation in the International Architecture Awards.

ARO declares itself boldly to a neighborhood that isn’t used to this kind of dramatic architecture. And while there are other residential towers in this area of Midtown West, the location of this high-rise will help bring the residential experience closer to Broadway.

Here’s a great collection of ARO exterior shots and renderings, posted to Pinterest by various users and curated by Broadway Realty:

The rectilinear base of the high-rise is where residents of the 426 units located inside will find most amenities as well as the building’s retail tenant. Some of the potential companies to move in downstairs include a high-end restaurant.

Regardless of what does end up in the building will no doubt be just one more piece of a luxury lifestyle puzzle that starts in the stylish lobby. Plenty of hand-selected materials dress the building’s entrance in warm colors and sleek design. As a special addition that harkens back to the location’s history, artifacts from Roseland Ballroom, including authentic concert posters and classic photos, will be on display here. Plus, the A, R, and O from the original 10-foot stainless-steel letters that spelled ROSELAND on the building have been salvaged and will be used as part of a sculpture. The lobby will also be where you can a 24-hour doorman and concierge for all your arrival and departure needs.

ARO is all about offering a contemporary lifestyle, regardless of whether or not residents live in a studio, one-bedroom, two-bedroom, or three-bedroom luxury residence. The curves of the building create unique floorplans that intuitively follow the space to make each one unique.

The most obvious appeal of any unit might just be the panoramic views from all the units in ARO. From the Hudson River to Lower Manhattan’s skyline to the greenery of Central Park you’ll be able to appreciate many aspects of what makes living in New York City so wonderful. The floor-to-ceiling curved glass walls wrap around corners, helping to make the view all the more impressive, no matter where you are in the high-rise. It also doesn’t hurt to have 10-foot ceilings and oak floors to complete the integrated experience that connects you with the world outside even while feeling comfortable inside.

A chef’s kitchen includes stainless steel appliances, Caesarstone countertops, and custom-made cabinets. Meanwhile, bathrooms feature Carrara marble floors, Dolomiti marble-tiled walls, glass showers, and a custom vanity. All units also come with their own washer and dryer while some include balconies.

Please review this gallery of photos and renderings of ARO’s interiors, kindly provided by Pinterest users and curated by Broadway Realty:


ARO is bringing luxury living to Midtown West and they’re bringing plenty of amenities with them to back that up. There are so many resident amenities here they needed to be spread out across multiple floors, indoors and outdoors, and across 40,000 square feet.

The most exciting amenity might be the ARO Club, a giant amenity space that includes there distinct lounges. There’s a sports lounge that is located directly adjacent to the fitness center. The club also includes a game room where residents can unwind over a game of billiards or ping pong. Also found inside the club is an indoor pool, basketball court, golf simulator, a yoga/pilates room, and an outdoor garden lounge designed by Balmori Associates.

The ARO Sky Club can be found at the very top of the 62-story building. Up there, you’ll find another resident lounge as well as the outdoor swimming pool and the stunning views you’ll be able to enjoy while relaxing in or around it.

Residents also have access to underground parking.

Please review the renderings of ARO amenities kindly provided by Pinterest users and curated by Broadway Realty team:


A huge part of the appeal that ARO offers is its location, which drops you right in the middle of the action in Midtown West. Some of the finest restaurants, boutiques, and entertainment centers in New York City at your doorstep. Residents could do a day of shopping on Fifth Avenue, dine at Le Bernardin, peruse the latest work at MoMA, and go see a show in the Theater District without even needing to get on the subway or hail a taxi. The high rise’s location is just blocks from Central Park, Rockefeller Center, Hudson River Park and so much more. And when you do need to take the subway, ARO is steps from multiple lines that can take you wherever you’d like to go.

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Prices at ARO start at $2,900/month for studios, $3,695/month for one-bedrooms, $5,995/month for two-bedrooms, and $7,995/month for three-bedrooms. There is also a four-bedroom, duplex penthouse but the price has yet to be revealed on that ultra-prime residence.

Please review this collection of ARO floorplans posted by Pinterest users and curated by Broadway Realty:


There is plenty of availability right now in ARO in all types of residences, so there’s no reason to wait when you can get the luxury apartment you’re looking for right now. Interested in renting an apartment  in this new great Manhattan building? We can make it happen! For more information, please contact me, Elliot Bogod of Broadway Realty, via email or phone: (212) 577-2270