Friedel of Newmark Grubb Knight Frank to lead leasing of Lam Group's 100,000 s/f retail development which will include new hotel under the Virgin brand

Adding to NoMad's rising popularity as a destination neighborhood for tourists and New Yorkers alike, Lam Group is looking for cutting-edge retailers and a dynamic restaurateur to create an indelible hospitality and shopping experience at its 400,000 s/f, mixed-use development. The developer has tapped expert retail advisor Mitchell Friedel, an executive vice president with Newmark Grubb Knight Frank (NGKF) Retail, to spearhead the leasing efforts for the 100,000 s/f of space with NGKF vice chairman Neil Golden and senior managing director Ross Perlman. The project comprises a full city block on Broadway running from 29th St. to 30th St. Breaking ground this winter, the property offers multi-level retail options along with an opportunity for a signature restaurant with an expansive terrace. Above the retail pedestal, the developer is building a high-end lifestyle hotel under the Virgin brand, a global brand that reaches more than 60 million customers. Lam Group has commissioned VOA Associates to design this iconic building-standing tall above its neighbors-to become the gateway building to the NoMad neighborhood. "Not only will tenants benefit from the organic growth of the neighborhood, but this project will spearhead the NoMad Broadway corridor as the next boutique retail corridor in Manhattan," said Friedel, who was the force behind the retail leasing of the Time Warner Center. "For many retailers, this is the 'it' neighborhood in New York City, with its vibrant nightlife, boutique hotels and chef-driven restaurants. It's an ideal location." NoMad, named for its location north of Madison Square Park, has been the focus of high-end condo developments, boutique hospitality and notable restaurant projects in recent years such as the trendy ACE and NoMad hotels. The area also features two museums, the Baruch Performing Arts Center, the well-known Italian grocery Eataly, two major subway stations and an abundance of popular dining options. "This project's newly minted retail space with vaulted ceilings and full glass exterior walls will provide retailers with an amazing street presence to market their brand and product beyond the confines of their stores. The NGKF team understands how to communicate to the market the opportunity and vision for this to-be premier destination solely based on specs and concept,» said John Lam, CEO of Lam Group. "We don't want to just plug space. We want to create a meaningful, dynamic destination for New Yorkers and the 52 million visitors annually to the city." The Lam Group is one of the leading owners, developers and operators of franchised hotels in the city. The group is experienced in developing retail, office and residential space alongside its hotel developments to enhance the surrounding community, bringing its ingenuity and vision to make these projects successful.