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The Real Deal on the town

11/10/2011, By

The Real Deal on the town

Condo the Dillon lures brokers with BMWs at debut of townhouse units November 10, 2011 01:15PM

From left, Louis Greco, Jr. principal at SDS Procida, Corcoran Sunshine Marketing Group President Kelly Mack and Mario Procida, principal at SDS Procida (credit Richard Lewin)

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The Dillon, a 83-unit condominium at 425 West 53rd Street between Ninth and 10th avenues, rolled out two red carpets for brokers last night to debut its townhouse units and showcase its penthouses (see photos above).

Developed by SDS Procida and marketed by Corcoran Sunshine Marketing Group, the Dillon is 60 percent sold, including one of the nine townhouses, according to a spokesperson for the project. The available units range from a 565-square-foot studio priced at $595,000, to a four-bedroom townhouse spanning 2,750 feet and priced at $4.15 million. The six-story building hit the market in May 2010.

Nina Freudenberger, founder of the interior design firm Haus Interior, made an appearance to show off the interiors she designed, followed closely by cameras from the HGTV reality television series, "Real Designing Women," on which she will star.

Also on hand was Jesse Buckler, a senior vice president at Bond New York who has appeared on HGTV's "Selling New York," rolling his own cigarettes on the townhouse's Juliette balcony.

The balconies appear to be shared between the units -- a feature that surprised at least one potential buyer, freelance magazine journalist Lois Cahall, who has written for Marie Claire, Bon Appetit and others and, like The Real Deal, made it into the brokers-only soiree. She wondered about the voyeuristic tendencies of the neighbors, later commenting, "If you're feeling frisky you can just bang on your neighbor's door!"

Brokers also fixated on the apartments' walls, hand-painted by New York painter Mark Chamberlain in colorful stripes and honeycomb patterns, as well as the shiny BMWs temporarily on display in the garage meant to show off the underground parking.

Even though the Midtown West location is not "primo," said Billy Briggs, an agent at Prudential Douglas Elliman, the building "has what it takes to move." He pointed out that a three-bedroom duplex on sale for $2.4 million has monthly tax charges of only $302 with a 421-a tax abatement.

"They didn't cut too many corners," he said, declining to elaborate.

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