1600 Broadway at 48th Street, Google Maps
25-story, 136-unit luxury condominium
Architect Einhorn Yaffee Prescott and SLCE

The old Studebaker Building, which rose at the dawn of the last century over Long Acre Square (better known as Times Square), is demolished.

Built in 1902 as a showroom for Studebaker Brothers vehicles – luxurious horse-drawn carriages like the Grand Victorias, dashing Spider Phaetons, smart single-seat traps and, for the truly adventurous, those self-propelled devices called automobiles – the once elegant 10-story building at 1600 Broadway, also facing 48th Street and Seventh Avenue, served over the years as the backdrop for countless postcards and snapshots of the Great White Way.

Its rooftop has been a pedestal for enormous signs advertising Maxwell House, Chevrolet, Braniff and Sony. Long after the Studebaker roadsters and coupes moved out, its ground floor was home to the Ripley Believe It or Not! Odditorium (“Curioddities From 200 Countries”), Howard Clothes and Tony Roma’s A Place for Ribs.

Sherwood Equities, the owner of the property and the developer of the Renaissance hotel, has applied to the city’s Buildings Department to construct a 25-story, 136-unit apartment tower at 1600 Broadway. It would be designed by Einhorn Yaffee Prescott Achitecture & Engineering, working with Schuman Lichtenstein Claman Efron. It would rise 290 feet, almost three times as high as the Studebaker Building, which is not a landmark.

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Pictures of 1600 Broadway

1600 Broadway, between Crowne Plaza Hotel and 750 Seventh Ave. 27 August 2005.

1600 Broadway, with Crowne Plaza Hotel. 9 July 2005.

1600 Broadway, with PETA KILLS ANIMALS ad. 9 July 2005.

1600 Broadway, with Crowne Plaza Hotel. 16 April 2005.

1600 Broadway, with Crowne Plaza Hotel. 16 April 2005.