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Much of the area’s transformation can be attributed to the opening of high-end hotels in recent years, which spurred business development and then residential.
The Ace Hotel on 29th Street, The NoMad Hotel, just a block away on Broadway, and the Eventi, part of the Kimpton portfolio, were among NoMad’s visitor residence pioneers.
The 6.2-acre Madison Square Park, which was built in the late 1800s, is also a draw. The park was home to the original Madison Square Garden and continues to be an important part of New York life. Visitors come to eat at Shake Shack, admire the park’s rotating art exhibits or simply enjoy some quiet amid the busy city streets.
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“There are way more bars and restaurants here than before, and just a lot of cool stuff going on in this neighborhood,” said Will Roush, a 28-year-old musician who moved to the area five years ago.
Residents are also drawn by the area’s central location in the middle of Manhattan and its access to the N, R and 6 subway lines.
“NoMad is definitely my favorite place in all of NYC now,” said Roush, who added that the area is especially popular among young adults.
“You really don’t see a lot of kids here,” he said. “It’s basically young, single people and couples with dogs.”
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But its surging popularity isn’t always appreciated by the mom-and-pop shop owners who are fighting to keep their place.
“The changes benefit the big businesses like chain stores, hotels and restaurants, but it’s not good for small business owners like us,” lamented Shaju, who declined to give his last name, an owner of A-Z Luggage & Essence on 30th Street. He said it’s a struggle to keep up with the area’s rising rents. “A lot of stores are closed and more are closing. We have been here for 24 years, but I don’t know how we will be able to continue.”
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Sweetgreen ,1164 Broadway: Be sure to go early during lunch hour: This favored spot has some of the freshest made-to-order salads around and draws a big crowd. sweetgreen.com
Lupulo , 835 Ave. of the Americas: This Portuguese eatery, named the language’s word for “hops,” is on the ground floor of the Eventi Hotel and is great for grabbing a bite after work. lupulonyc.com
Curry in a Hurry , 119 Lexington Ave.: A neighborhood staple since 1976 (former prez Bill Clinton is a fan), this reasonably-priced Indian restaurant features a take-out counter with a large selection and sit-down seating on the upper level. curryinahurrynyc.com
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Madison Square Park (pictured), 26th Street and Fifth Avenue: Check out Teresita Fernandez’s “Fata Morgana,” an overhead mirrored sculpture, bring rover to the dog run or grab a burger at Shake Shack, all within this green space. madisonsquarepark.org
Kalustyan’s , 123 Lexington Ave.: Experienced chefs and amateurs alike will be wowed by the selection of specialty spices and other international goodies – Tuscan lentils, Sumac powder and Calabrian crushed chili pepper are all favorites – at this market, open since 1944. kalustyans.com
The Breslin , 16 W. 29th St.: Grab a group of friends and bring a big appetite to feast on a whole roasted suckling pig at this meat mecca inside the Ace Hotel New York. thebreslin.com
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The Thrifty HoG (pictured), 11 W. 25th St.: This resale boutique features a large selection of vintage clothing, jewelry and furniture with all proceeds benefitting homeless mothers, whom the shop also provides job training for, and children. thriftyhog.org
Project No. 8 at the Ace Hotel , 22 W. 29th St.: This boutique located in the Ace Hotel features a quirky and interesting variety of travel and design items from a well-curated selection of artists and designers. projectno8.com
Flower District , West 28th Street between Sixth and Seventh avenues: Deck out your pad with fresh flowers and plants from the shops in the century-old district on West 28th Street, including Noble Plants, Ode a La Rose and Bill’s Flower Market around the corner.
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Desmond’s Tavern (pictured), 433 Park Avenue S.: A quintessential Irish dive bar operating since 1936. Stop in for the happy hour specials — like $3.50 glasses of wine, $9 PBR pitchers and $4 cosmos — and stay for the live music. desmondstavernnyc.com
NoMad Bar , 1170 Broadway: Head to this swanky hangout at the NoMad Hotel for a classy night out. Be sure to try the Cocktail Explosion (a shareable “megacocktail”) and the Humm Dog, a bacon-wrapped frankfurter. thenomadhotel.com
Maysville , 17 W. 26th St.: Whiskey lovers will be wowed by the impressive selection at this low-key watering hole, along with its Southern-style menu. maysvillenyc.com
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On the heels of the Ace, NoMad, Eventi and Gansevoort Park hotels opening in the area, a Virgin Hotel is slated to open soon on Broadway, and the team behind the Garment District’s Refinery Hotel is also working on a NoMad project.
Companies such as La Colombe, Juice Press and SoulCycle have launched outposts in NoMad, and restaurant chain The Smith is opening a location in the area this winter.
Meanwhile, NoMad residents have their pick of new, ultra-luxe and amenity-filled residences, such as 10 Madison Square West and the Bow Building at 242 Fifth Ave., where bows and ribbons used on toys were once produced.
The Bow Building is garnering “insane interest,” according to broker Ryan Serhant of the Serhant Team, which represents the project.
“In five years, the people buying in this neighborhood now won’t be able to afford it anymore,” Serhant said. “There is going to be even more and more positive change. It’s a great time to make an investment in NoMad.”
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To rent: 122 Lexington Ave. #3E: One bed, one bath; $2,195/month 45 E. 25th St. #14E: Studio, one bath; $2,500/month 114 E. 27th St. #4A: Two beds, one bath; $3,800/month
To buy: 39 E. 29th St. #2E: Studio, one bath; $1,100,000 45 E. 25th St. #8B: One bed, one bath; $1,295,000 11 E. 29th St. #11C: Two beds, two baths; $2,195,000
2015 NoMad data as of Dec. 16 : Median sales price: $1,995,000 Number of units on market: 231 Median rental price: $5,300 Number of rentals on market: 885
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Once composed mostly of wholesale luggage, jewelry and flower retailers, office buildings and little residential space, today NoMad, “north of Madison Square Park,” is one of the most desirable places to live in the city.
The area takes up just 20 square blocks — roughly, from 25th to 30th Street, Sixth to Lexington Avenue — but it’s packed with luxury spaces in historic, loft-like buildings where rents average $5,700 and the median sale price is $3,795,000, according to StreetEasy.
“This area is one of the most exciting for real estate in all of NYC right now,” said NestSeeker broker Ryan Serhant, who stars on Bravo’s “Million Dollar Listing.” “NoMad hasn’t always had high-end residential living and now people from all around the world want to live here.”