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10 Madison Square West Exterior
10 Madison Square West Lobby
10 Madison Square West Pool
10 Madison Square West_Living room
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10 Madison Square West Exterior
10 Madison Square West Lobby
10 Madison Square West Pool
10 Madison Square West_Living room
Undivided Assessment · Flatiron District · Value Index: A (92/100)
10 Madison Square West: One of Flatiron's most strategically sound luxury condo addresses
Overview

10 Madison Square West embodies value-driven luxury, offering:

  • Smart investment potential with a strong appreciation outlook
  • Residences designed with both lifestyle comfort and long-term value in mind
  • Award-winning architecture blending Beaux-Arts history with modern interiors
  • A prime Flatiron location directly across from Madison Square Park
KEY BUILDING FACTS
Year Built
1915 (converted 2014)
Number of Units
125
Developer
Witkoff & New Valley LLC
Architect
Alan Wanzenberg (interiors), Goldstein Hill & West (conversion)
Management Company
Douglas Elliman Property Management
Front Desk Number
TBD
FINANCIAL SUMMARY
Monthly Common Charges / HOA
Varies by unit (~$2,500-$12,000)
Monthly Taxes
Varies by unit (~$2,000-$10,000)
Special Assessments
None publicly listed
Tax Abatement
None publicly listed
About the building

Located in the heart of the neighborhood, this building is known for its thoughtful design, strong amenities, and long-term value. Developed with an emphasis on quality and livability, it offers residents a balance of comfort, privacy, and convenience.

The property features a full-service experience, well-considered layouts, and access to nearby parks, dining, and transportation. It has become a sought-after address for buyers looking for a refined living environment in one of the area's most established locations.

Undivided Value Score
OVERALL SCORE:
View Our Full Methodology Page
Undivided Index™:
A (92/10)
Tagline
Investment-grade Beaux-Arts conversion with a sophisticated, design-conscious resident community
SCORE BREAKDOWN BY CRITERION:
Location Power
20%
[95/100]
Steps from Madison Square Park, world-class restaurants and multiple subway lines
Amenity ROI
15%
[90/100]
10,000 sf residents club with 60-ft lap pool, full spa, yoga studio, and fitness center managed by The Wright Fit. One of the few buildings where residents actually use what they pay for, and the common charges justify it.
Financial Fundamentals
20%
[88/100]
Common charges are competitive and well-managed for this quality tier. Taxes are in line with the neighborhood. The new development premium from 2014 to 2015 has normalized. Prices remain strong but buyers should expect stabilization toward neighborhood averages rather than outperformance.
Build & Systems Quality
15%
[94/100]
High quality conversion, fully modernized systems, classic restoration. No structural or maintenance issues on public record after a decade of residential use.
Sustainability & Wellness
10%
[85/100]
Energy efficient systems, advanced air filtration. The adaptive reuse of a 1915 structure is itself a meaningful sustainability consideration.
Appreciation Upside
10%
[91/100]
Park-facing and corner-exposure units retain genuine scarcity value. Standard and lower-floor units are likely to track the neighborhood average. Long-term holders of trophy units are better positioned than those expecting short-term appreciation across all floor tiers.
Rental & Exit Liquidity
5%
[90/100]
Strong resale history, diverse buyer pool including international buyers. NoMad rental inventory remains tight, supporting strong returns on well-positioned units.
Lifestyle Fit
5%
[92/100]
Pet-friendly, flexible layouts, luxury services. Central location at the intersection of NoMad, Flatiron, Chelsea, and Union Square. Works as a primary residence, pied-a-terre, or investment unit.
What Makes This Building Worth Owning
Adaptive Reuse & Systems Quality
  • A conversion of the former International Toy Center: the original masonry shell and structure preserved, with all mechanical systems fully modernized to current standards.
  • Updated HVAC, energy-efficient appliances, and building-wide air filtration, infrastructure that reduces long-term carrying costs.
Layout Advantage
  • Generously scaled floorplans, a legacy of the building's commercial origins, that are meaningfully larger than typical new construction at comparable price points.
  • Select residences include private terraces with park or skyline exposures, a rare premium in this price tier.
Design Integrity
  • Alan Wanzenberg interiors defined by natural stone, warm wood tones, and proportional restraint, a design language that holds its appeal and its value.
Investment Case
  • Consistently strong demand from finance, technology, and consulting professionals, a buyer profile that supports price stability and rapid liquidity in any market environment.
Amenity Depth
  • 10,000 sq. ft. amenity floor: 60-ft lap pool, full spa, yoga studio, residents' lounge, children's playroom, and 24-hour concierge. An amenity package that competes with buildings priced significantly higher.
Visual Tour
Photo
10 Madison Square West, #19C - Dining Room
10 Madison Square West, #19C - Kitchen
10 Madison Square West 19C Primary
10 Madison Square West 19C Living Room 2
10 Madison Square West 19C Primary
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10 Madison Square West, #19C - Dining Room
10 Madison Square West, #19C - Kitchen
10 Madison Square West 19C Primary
10 Madison Square West 19C Living Room 2
10 Madison Square West 19C Primary
7
Concise Neighborhood Summary
Flatiron occupies a rare convergence point: walkable distance to Midtown business districts, immediate access to multiple subway lines, and the sustained desirability of Madison Square Park frontage. The neighborhood has demonstrated consistent price premiums and strong buyer demand across market cycles.
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