Client Case Study
The Helena
Rose Associates was retained by the Durst Organization to assist and guide the Helena's architects and designers and to manage the construction and marketing of this residential rental building.
Rose was involved in every stage of The Helena's construction from pre-development to occupancy.
- Rose built a 597-unit, 80/20 building
- Met the highly demanding criteria necessary to achieve LEED Gold certification
- Marketed the building and educated renters that living green does not require sacrificing luxury
Pre-Development Consulting
Professionals from throughout the Rose organization participated in The Helena's pre-development planning. The mandate was to develop a green building and the requirements of LEED certification played a critical role in The Helena's pre-development, influencing the selection of the professional team, guiding the purchase of materials and impacting budgets. Rose consulted on everything from large construction deliverables to the selection of finishes and the development of marketing strategies. The building's shell, for instance, had already been designed and Rose was tasked with creating floor plans that maximized space. The Helena was also located in a pioneering neighborhood so Rose created exceptional amenities to compensate for the building's lack of access to restaurants and transportation.
Rose marketed the building, overcoming the challenges posed by its pioneering location and educating renters that living green does not require sacrificing luxury. With the Helena, the professionals at Rose met and exceeded owner expectations.
Construction Supervision and Project Management
Rose's Construction Supervision team ensured compliance with the numerous sustainable criteria to achieve LEED certification for a high-rise residential building. To meet and exceed energy efficiency requirements, The Helena utilized heat recovery systems, public area lighting sensors and photovoltaics. Rose construction professionals oversaw construction of an on-site blackwater treatment plant at the Helena. The recycled water is used in the cooling tower, irrigation and to flush the residential toilets. The Helena consumes 43 percent less water than is typically used in non-LEED high-rise residential projects. The Helena also incorporated a storm water management system to reduce flow to the sewer system by 70 percent.
Residential Marketing
The Helena is located at Eleventh Avenue and 57th Street, a former manufacturing neighborhood at the western edge of Midtown Manhattan that has limited access to transportation, retail and restaurants. Rose's leasing professionals responded to this by creating and marketing Club Helena, a lounge that provides residents with complimentary breakfast and coffee, and the Helena Shuttle, a hybrid luxury bus that transports residents to and from the Columbus Circle transportation hub.