Named for Norman Rockwell, a modern development with a classic vibe
American artist Norman Rockwell was born in 1894 on West 103rd Street in Manhattan. About 130 years later, The Rockwell opened at the corner of Broadway and that street, now also known as Norman Rockwell Place. The building brought 81 new residences to the Manhattan Valley neighborhood, a lesser-known pocket of the city between the Upper West Side and Morningside Heights. Toll Brothers Urban Living, the developers, honored the “Rosie the Riveter” illustrator not only by name but also by including three contemporary takes on his artwork throughout the common areas of the building. “That’s the theme of the building — classic with modern take,” says Michael Duff, director of marketing for the developer. Completed in 2024, the 13-story glass-and-brick building features bronze accents and several setbacks that translate into private and shared outdoor space for residents. Floor-to-ceiling windows frame views of Broadway at one of its widest points: the avenue is lined with grand residential buildings from around the turn of the 20th century, perhaps Rockwell himself saw some of them going up. From the upper levels of the condo, residents can actually see the buildings’ architectural details missed from the street level, including stonework, carvings and other ornamentation. “I compare it to the Champs-Élysées,” Duff explains, referring to the Parisian avenue leading to the Arc de Triomphe that features buildings from the late 19th and early 20th centuries.
Open layouts, city views and significant storage
“All the layouts are unique,” Yana Turner, sales director on the project, says while showing off a three-bedroom home on the 12th floor. The staged unit has an open living and dining area with a chef’s kitchen featuring a large island, quartz counters, integrated Thermador appliances and custom Italian cabinetry. Storage is an issue for most New Yorkers, so the residences have ample closet space, Turner notes. “There are three closets just as you come in,” she says. “There’s also at least one walk-in per unit.” Indeed, the primary suite offers the extra hanging space, plus a balcony overlooking Broadway and a bathroom with a two-sink vanity and a rain shower. It’s priced at $3.3 million, although other three-bedroom residences start at $2.9 million and rise to nearly $3.5 million. Many units include outdoor areas, and all of them have washers/dryers. There are a limited number of studios in the building, Yang notes, with prices starting at $949,500. One-bedrooms range from $1.115 million to $1.31 million. Two-bedrooms are the most prevalent, with prices starting around $1.825 million and rising to $2.232 million. Prices here exceed the median for the area, around $1.7 million for a two-bedroom, but it’s a “good value” for new build, Turner notes.
Two outdoor spaces, a music room and a pet spa
Outdoor space was a priority for the developers, Yang says, and The Rockwell features a landscaped second-floor terrace as well as a spacious rooftop terrace with loungers, grills, tables and chairs. The gym, offering cardio equipment and weights, has views of the second-floor outdoor space, as does the residents’ lounge, complete with billiards, cafe-like seating and an adjacent dining and bar room. “The whole space can be reserved for parties,” Yang notes. Other amenities include a screening room with plush seating and a kitchenette (“for popcorn,” Yang adds); a children’s playroom with a hand-painted mural inspired by New York; and a soundproof music room with a piano, guitars and other equipment. “A lot of people love that amenity,” Duff says, noting that musicians or even podcasters use it. The condo is pet-friendly and has a spa for furry friends on the basement level. There’s also a community laundry room, a bike room and storage cages available for purchase for $35,000 each. The marble-and-stone lobby has a full-time doorman, a seating area and bronze accents reminiscent of those on the building’s facade. In addition to the reinterpretations of Rockwell’s famous work, there are paintings, murals and objets d’art, plus a curated selection of books in the lobby and dining room. Toll Brothers works with an art consultant to choose pieces for its projects, Duff says. “Our buyers appreciate art,” he adds.
Convenient to parks, restaurants and essentials
The Rockwell sits between two of New York’s most iconic green spaces: Central and Riverside parks. To the east, the northern part of Central Park offers a walking path around The Pool, a small duck pond with waterfalls and access to the rest of the park’s 843 acres. Riverside Park, to the west, offers river views, soccer fields and access to the Hudson River Greenway, which allows New Yorkers to run or bike the length of Manhattan. A CVS pharmacy and the Picky Barista coffee shop are under the building on Broadway. Nearby restaurants include Aangan Indian Cuisine, Metro Diner, Smoke Jazz and Supper Club and The Ellington, serving up American fare on Broadway and 105th (it also runs a seasonal restaurant nearby in Riverside Park). Groceries can be found at Westside Market, on Broadway at either 98th or 110th, or at the smaller markets along the avenue. Columbia University is about a 20-minute walk north, while Symphony Space, a venue for readings, concerts and kids’ shows, is a few blocks south at 95th Street.
Local 1 train on the corner outside the building
The local 1 train is right outside the building at the corner of Broadway and 103rd Street, while the express 2 and 3 trains — as well as the 1 — stop further down Broadway at 96th Street. The M96, also at 96th Street, offers crosstown service, and drivers can access the West Side Highway via the same thoroughfare.
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Quantarium
Current List Price
Sold Price
Area Factors
Low Crime
Crime Score®
4/ 10
Very Bikeable
Bike Score®
84/ 100
Walker's Paradise
Walk Score®
98/ 100
Rider's Paradise
Transit Score®
100/ 100
Sources: WhatIsMyCrimeRisk.com, Walk Score
Sources: WhatIsMyCrimeRisk.com, Walk Score
WhatIsMyCrimeRisk.com, Powered by CAP Index provides objective, accurate, and consistent data to help measure, compare, and mitigate crime risks. Walk Score® measures the walkability of any address. Transit Score® measures access to public transit. Bike Score® measures the bikeability of any address.
Sound Score® measures the noise level of any address. Environmental risk data is provided by First Street Foundation® and is designed to approximate risk and not intended to include all possible scenarios.
Parks in this Area
Frederick Douglass Playground
3 min walk
Picnic Area
Playground
Multi-Purpose Field
Straus Park
4 min walk
Trails
Central Park 4 Mile Loop
5 min walk
West 104th Street Garden
8 min walk
Booker T Washington Playground
8 min walk
Baseball/Softball
Basketball
Soccer
West 105th Street Dog Run
8 min walk
Julia Gabriel People's Garden
10 min walk
Trails
Dinosaur Playground
10 min walk
Joan of Arc Park
12 min walk
Picnic Area
Trails
Multi-Purpose Field
Schools
Source:
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