Let’s say you’re a hybrid worker, the kind who spends time in Miami or New Jersey—a tech executive, perhaps, or the mayor of New York—who lives in The Set, a new apartment complex on Tenth Avenue for the pied-à-trail of land. Within a mile or so of your block you can visit two of the world’s greatest art museums, no fewer than twenty Duane Reades, a couple of distinguished diners, the High Line, The Garden, Carnegie Hall, Central Park, an aircraft carrier, a giant spit-shaped structure shaped like a pastor taco, which was once used to an alarming extent for suicides, four ice rinks, a total of thirty-eight Michelin stars, three farmers’ markets, and some softball fields where There is a Garment Workers Union that loves to play, all the Broadway theatres, a few public parks, some reliable taverns, and many bodegas. Rather, you can’t.
“Literally, you can spend morning through night here and never have to leave,” Hailey Siraj, Set’s head of development, said on a recent hazy morning in a mostly finished lobby. “You can wake up and have your coffee, you can go downstairs and do a yoga class with Equinox instructors, you can prep for your meetings, and then you can go upstairs and have your meetings catered to by Dan Kluger, who was the Executive Chef of ABC Kitchen.” After work: Room service (also by Kluger), take a dip in the rooftop pool, then wine tasting.
The Set is the Related Companies’ latest Hudson Yards project, a self-contained bubble within a self-contained bubble. The apartments are small (four hundred square feet or so for a studio; six hundred for a one-bedroom), but the amenities are lavish: shared desks, zoom rooms, concierge, housekeeping, IV drip, after-work drinks, fridge storage, dry cleaning. You can rent a unit for up to six months. Sarage likes to think of the Set as a five-star hotel crossed with a luxury rental crossover into an artwork space.
Siraj wore a black vest, a bright orange safety vest and a hard hat. She was leading a construction site tour of some relevant executives. Jeff Blau, CEO of the company (suit: bold; face: Seinfeldian), has been tagging along. He said you can forget about the fifteen-minute city. “Hudson Yards Society was five minutes long,” he said. “This building takes all of that and puts it in one place.” Related plans to expand the concept across the country, as has at least one potential competitor. “Adam Neumann’s next career is this,” said Blau, of the WeWork co-founder, who is developing an enigmatic project called Flow.
Siraj led the group to the forty-third floor. “This is the ‘play’ floor,” she said. It will feature a party space with a full kitchen (“If A24 hosts an event in the screening room, we can get a pre-reception here”), a games room, a pool deck, for lounging and DJ parties. Also: a restaurant A private run by Kluger, it will house a second public restaurant on the ground floor.”Residents will have their own secret entrance,” Siraj said.
“We market everything as a private club,” Blau said. “The new cool thing in New York is to be a part of something.”
Up a spiral staircase was the “work” floor: snacks from Clogger, tech support desk, meeting rooms, golf simulator, podcast area. Some construction workers, with power tools and sheets of drywall, were in the co-working space, co-working.
The group descended by elevator to the residences: studios (about five thousand dollars a month), which included an option for a bed that descends from the ceiling, and one bedroom (five hundred and seventy). Both come with a small but full kitchen (and a copy of Kluger’s cookbook), antique linens, art, and pillows – the apartments come fully furnished. In one of the studios, the group found furnishings, design director, Saemi Kim. lingering scent. Saraj explained, “We have our target demographics in mind, so each unit has its own scent. That’s the chief executive officer.”
“It’s wooden, it’s very cute,” Kim said. He had a sense of masculine wealth.
Siraj looked at Blau. “This is Jeff’s apartment,” she said.
Last stop: wellness level. “We have part of a floor dedicated to a company called Solis, which is a company that provides health care services,” Blau said. It is open to the indeterminate group, but there is a private entrance for residents. “It’s an emergency room, 24-hour service,” Blau added. “And you, too truly You don’t have to leave.” (The Set shares the building with the Coterie, a senior and assisted living housing project; rent long enough and you’re really, truly You don’t have to leave.)
Down the hall was a gym, with a giant screen for virtual exercise classes. “This has a scent too,” Siraj said of a living green wall. She rested her nose on a eucalyptus leaf. “It smells like eucalyptus.” Then she led the group outside and into the fog, which could only be smelled (ozone and garbage) on the way to the taxi to the airport. ♦
Set’s healthcare provider is Sollis, not Solace.