NEW YORK, April 7, 2025 — Naftali Group, a leading global real estate development and investment firm, has officially launched sales for its latest luxury residential project, The Willow, located in the heart of New York’s historic Gramercy neighborhood. The 19-story boutique tower brings together timeless design, elegant interiors, and world-class amenities, all within a neighborhood known for its architectural charm.

Designed by the renowned COOKFOX Architects and with interiors and amenities by the prestigious Rockwell Group, The Willow offers 69 meticulously crafted residences. The building blends modern luxury with the classic character of Gramercy, offering one- to four-bedroom homes, including expansive penthouses with sweeping views of the iconic New York City skyline.

“We’re proud to introduce The Willow in the heart of Gramercy, a neighborhood known for its rich architectural history,” said Miki Naftali, Chairman and CEO of Naftali Group. “The Willow blends classic New York style with innovative design, creating an exceptional living experience for those who appreciate luxury and timeless architecture.”

A Modern Take on Classic Design

Located at 201 East 23rd Street, just two blocks from Gramercy Park, The Willow features a striking exterior with a custom red brick blend, cast stone, and sleek black metal accents designed by COOKFOX Architects. The thoughtful design elements, such as arched windows and private terraces, seamlessly connect the indoor and outdoor spaces, creating a distinctive and timeless architectural presence in the neighborhood.

Residences at The Willow are designed with attention to detail, offering spacious layouts with white oak flooring, expansive living areas, and elegant floor plans. Select residences, including the penthouses, feature private loggias and terraces perfect for outdoor living, with stunning city views. Each home boasts high-end finishes including honed quartz countertops, Miele kitchen appliances, and luxurious bathrooms featuring Waterworks fixtures and Ice Grey stone.

The Willow’s amenities are crafted to feel like an extension of the home, with spaces for wellness, entertainment, and leisure. The building features a state-of-the-art fitness center with a sauna, a cinema, and a speakeasy-inspired lounge called the Mermaid Room. Residents can also enjoy a landscaped rooftop terrace with panoramic city views, a nautical-themed children’s playroom, and a curated music lounge complete with instruments and an extensive vinyl collection.

Luxury Living in a Vibrant Neighborhood

“The Willow offers buyers a unique opportunity to live in one of New York City’s most vibrant and desirable neighborhoods,” said Alexa Lambert of Compass Development Marketing Group, the exclusive sales and marketing agent for the project. “With its exceptional design, exclusive amenities, and prime location, The Willow has already generated tremendous interest from potential buyers.”

Located at the intersection of Gramercy, Flatiron, and NoMad, The Willow is surrounded by picturesque tree-lined streets and is close to some of Manhattan’s most celebrated cultural and lifestyle destinations, including Madison Square Park, Union Square Park, and renowned dining and shopping options. The building also offers easy access to public transportation, ensuring a seamless connection to the rest of Manhattan.

About Naftali Group

Naftali Group is a privately held global real estate development and investment firm with a strong presence in New York City. Known for its expertise in identifying high-potential properties and executing successful luxury developments, Naftali Group has a portfolio of more than 50 projects with a total value exceeding $15 billion. The company has launched several record-breaking residential projects, including The Benson, 200 East 83rd, and The Bellemont. In addition to its ongoing projects in Manhattan, Naftali Group is also developing luxury properties in South Florida.

Construction at The Willow is well underway, with completion slated for Q3 2026. Pricing for residences starts at $1,225,000 for a one-bedroom unit. For more information or to schedule a private appointment, visit www.thewillow-gramercy.com.