Development Du Jour: Fifty Franklin

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Location: 50 Franklin Street, between Lafayette/Broadway
Size: 18 floors, 72 units
Prices: $600,000 to $3 million
Architect: Rawlings Architects
Developer: W Developers
Sales & Marketing: Elliman

We first spotted this new condo development at 50 Franklin Street over the summer, when the building—which we'll generously place "on the fringes of Tribeca"—was still flying under the radar. Now, the full website has launched (it outlines "50 reasons to love your lifestyle") and the project has some splashy coverage in this month's Real Deal, which questions whether or not the Chinatown/Tribeca DMZ can really handle luxury development right now. That (cough) remains to be seen, but the strategy here is to buck the recent Tribeca trend of massive apartments in favor of smaller units—including several studios sized at 600sqft—that can be priced more competitively. Amenities include a doorman, concierge, media lounge, landscaped roof deck, pet spa and an apartment that can be rented for guests. Though, we're not sure if stashing your parents so close by is really an amenity. Listings aren't online yet.For more stories from Curbed, go to curbed.com.

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