Massive Advertisement Covers Entire Facade of Upper West Side Building

up end the west end

One corner of the Upper West Side is suddenly looking a whole lot like Times Square.

A giant advertisement reaching more than 12 stories high has gone up at 720 West End Ave. (and W. 95th St) at the site of what was formerly the Salvation Army Edgar J. & Lyndon Perkins Williams Memorial Residence, a senior housing complex that closed in 2019.


The banner includes the slogan “Up End The West End” and links to According to the website, the building will house 138 condominiums designed by Thomas Juul-Hansen and amenities like a swimming pool, music studio, wine cellar, basketball and squash courts, on-site parking, and even a dog-washing room. The building’s Instagram account says: “For a storied avenue, a new conversation starts in Spring 2024.” A construction notice outside the building indicates the project’s anticipated completion date is November 2024.

720 west end construction

The building was constructed in 1927 by Emery Roth, whose other UWS landmarks include The San Remo, The Eldorado, The Beresford, and The Ardsley. Brack Capital Real Estate purchased the facility from the Salvation Army for $108 million in 2015, then sold it to Wafra Capital Partners for $165 million in late 2021. Residents of the senior center began moving out in 2016.

The proposed sale of the building made headlines in 2014 when New York Attorney General Eric Schneiderman publicly opposed the transaction, questioning both the sale price and whether tenant protection laws would be violated. Several other city officials also opposed the sale.


“It’s outrageous that the Salvation Army would do this,” said New York City Councilmember Gale Brewer at the time.

The transaction ultimately proceeded after the Salvation Army and residents of the senior center struck a deal which involved the construction of a new facility: EastView at 2306 Third Avenue in East Harlem.

Prior to selling the building to Wafra Capital Partners, Brack Capital Real Estate’s plans for condo development were approved by the Landmark Preservation Commission. According to Cityscape, those plans allow Wafra to add nearly 15,000 square feet above ground and close to 4,000 square feet below. Wafra has not yet responded to ILTUWS’s request for more information.


Sharing is caring!

Latest Comments

  1. Good Humor January 30, 2024
    • UWSgurl799 January 30, 2024
      • Joan Hanks January 30, 2024
        • Daniel Friedman January 30, 2024
          • Joan Hanks January 30, 2024
            • Daniel Friedman January 30, 2024
    • Cyrus February 1, 2024
      • good humor February 2, 2024
  2. Officially Tired January 30, 2024
  3. R Wayne Parsons January 30, 2024
    • Daniel Friedman January 30, 2024
  4. NotOnMyWatch February 1, 2024

Leave a Reply