I first met Bob Stern in the mid-2000s, when I was hired to take over a stalled project on Fifth Avenue at the top of Central Park. The building had been marketed as the most expensive building in Harlem, barely selling at $800 per square foot.
I’ve always advised clients to buy the least expensive property in the best neighborhood — not the most expensive house on the block. So the challenge was clear.
I couldn’t move the building, but I could change the perspective of the buyer. So, in collaboration with Richard Pandiscio, I renamed, rebranded, and repositioned the project from the most expensive building in Harlem to the most affordable luxury building on Museum Mile. Same zip code. Same street. But now aligned with some of the most valuable residences and most beloved cultural institutions in the world.
We renamed it “One Museum Mile” and, in short order, sold the remaining 100 apartments, some close to $2,000 per square foot. We orchestrated a big turnaround and had a very happy client.
Beyond the shift in perspective, the building had incredible attributes that had gone unrecognized: amenities, private parking, the Museum of African History at the base, and views that cascaded across Central Park.
But the biggest oversight from the prior team was failing to spotlight the building’s architect — Robert A.M. Stern — who was then riding the success of designing the most celebrated condominium in modern history: 15 Central Park West. One Museum Mile shared meaningful similarities: a corner site on the park and the same visionary architect behind it.
The first thing I did was interview Robert as a guest on my original series, CORE Talks (a name and concept that was later “borrowed” by one of my competitors).
Over the next decade, I spent countless hours in meetings with him and his incredible team across a number of developments. Some were built and sold exceptionally well. A few never got built. And one was completed without either of our names making it onto the marquee.
I have many fond memories of Bob’s professionalism, but one meeting in particular stands out. He was presenting his concept to a client, one of the most prominent developers in the world. Mid-presentation, our eyes met; I glanced to my right and saw the developer fast asleep… and snoring. I looked back at Bob, and we shared a moment. He continued without missing a beat, and when he finished, the applause in the room jolted our client awake.
What I appreciated most wasn’t just his professionalism — it was his craft. Bob designed buildings with an understated elegance that few residential architects in history have achieved. He created homes that people loved to live in and that passersby admired. He did it with a signature sensibility, but without ego. He designed from the inside out, not the other way around.
Every project I sold of his outperformed the market. Which is why, when I was asked to recommend an architect for the project I’m selling now (The Cortland), the answer was obvious.
I’m grateful to be one of the lucky ones who had the opportunity to work with him and learn from him, through his architecture and, most importantly, his class.
Side Bar:
Here’s my CORE Talks interview with Bob from 11 years ago
Let's do this-
Shaun