MAG Partners launches leasing
at Anagram Turtle Bay and Mabel

Manhattan NY Woman-owned real estate company MAG Partners, in partnership with Global Holdings, the international real estate development and investment firm founded and led by Eyal Ofer, launched leasing at Anagram Turtle Bay, located at 300 East 50^th St. in the Turtle Bay neighborhood. A reimagining of what modern urban living can be, Anagram Turtle Bay comprises 194 apartments with design and a diverse unit mix, delivering 30% of its units under the Affordable NY program. Additionally, the firms have announced a lease signing with Serafina Mare, the first-ever Serafina’s restaurant spinoff with a special menu focused on seafood, offering perks for residents including discounts and room service. The restaurant comprises the entire ground floor of the residential tower and is expected to open in fall 2026.

“Both Anagram Turtle Bay and Mabel — which remarkably tracked on the same construction and launch timelines — demonstrate our commitment to building with integrity. Every detail has been given the deepest level of thought and consideration as we help raise the standard of what it means to live in New York City,” said MaryAnne Gilmartin, founder and CEO of MAG Partners. “In addition to providing much needed housing, we’re also welcoming an exciting new restaurant concept from the celebrated Serafina brand, delighting tenants with this new dining experience. Anagram Turtle Bay is an exciting new addition to the energy that continues to build in this area of Manhattan.”

“This successful partnership with MAG Partners and Safanad has resulted in New York City’s newest premiere residential experience,” said Josh Feder, senior vice president, head of investments, Global Holdings. “Anagram Turtle Bay further establishes the Anagram brand synonymous with an elevated, luxury urban lifestyle.”

The 23-story tower — located at the corner of 50^th Street and Second Avenue amongst tree-lined streets — is the newest in the city’s growing Anagram collection, synonymous with an elevated lifestyle and curated living experience that stands out in today’s rental market. Global’s last Anagram project, Anagram Columbus Circle, also in Manhattan, achieved full lease up last year. Fostering a unique sense of community and place, the prime Midtown East location offers immediate access to multiple subway lines, ideally situated between the energy of the Central Park and the East Midtown office district and the serenity of the East River.

MAG Partners is no stranger to redefining city living. Combined with the launch of Mabel, and the firm’s past success with Ruby — its 480-unit residential tower at 243 West 28th Street that opened in 2023 and is now fully leased and stabilized — Anagram Turtle Bay cements MAG Partners’ reputation for creating residential spaces that stand apart.

Also developed in partnership with Safanad, and exclusively marketed and leased by Douglas Elliman Development Marketing, Anagram Turtle Bay’s 194 residences are bright, welcoming, and thoughtfully crafted to elevate everyday living. Oversized windows flood each home with natural light, framing quintessential Manhattan views. The residences range from studios to three-bedroom layouts and feature elevated ceiling heights, White Oak Style flooring, in-unit Bosch washers and dryers, and smart home features such as programmable climate control and keyless entry. Kitchens are intelligently designed with tailored natural-finish cabinetry, quartz countertops, full-height porcelain tile backsplashes, and a state-of-the-art Bosch appliance package with induction cooktops—perfect for entertaining or savoring meals from one of the neighborhood’s many culinary destinations.

Bedrooms offer a sense of retreat with integrated blackout shades and generous storage, including walk-in closets in most units. Bathrooms are spa-like sanctuaries, with primary baths featuring mosaic tile-accented showers and custom quartz-topped vanities, while secondary baths are styled with terrazzo flooring and porcelain tile accents.

Designed by BKSK Architects with detailed masonry, rooted in the neighborhood’s legacy of hidden mid-block gardens, Anagram Turtle Bay fosters a strong indoor/outdoor connection with thoughtfully integrated green spaces that bring garden culture to life. The approach creates homes that feel grounded in their environment while offering a peaceful retreat from the urban pace. Allowing New Yorkers to live their best New York life, amenities include three floors of stylishly composed offerings designed to elevate every aspect of city life. This includes a Fitness Lab with cross training, cardio and strength training options; a garden and its lounge including an apertivo bar, study and library for work or socializing; the Serafina Mare special menu and room service; media lounge with fireplace; and the 24th floor rooftop — a showstopper with sun loungers and grilling stations and panoramic views of the city skyline.

“It has been a great thrill for BKSK to design the newest addition to MAG Partners’ collection at 300 East 50th Street in Manhattan. Our collaboration has resulted in a commanding corner presence at this important intersection, embodying our concept of bridging Midtown East and Turtle Bay with a contemporary interpretation of historic brick detailing seen in landmark corner residential buildings of both districts,” said Todd Poisson, partner, BKSK.

Founded by Vittorio Assaf and Fabio Granato of Serafina Restaurant Group, first-class Italian restaurant Serafina has been a favorite of New Yorkers since it first opened on the Upper East Side in 1995. The duo have since expanded the brand across three continents with dozens of restaurants. This game-changing restaurant spinoff – comprising more than 5,000 s/f of street level and below grade space — is the 13th Serafina location in NYC and the first Serafina Mare concept. The menu will have a specific emphasis on seafood. Residents will have a special menu and delivery service from the restaurant.

“We are honored and excited to open the first Serafina Mare on the ground floor Anagram Turtle Bay. We anticipate establishing meaningful connections with the tenants and the entire Turtle Bay community as we introduce this new and exciting seafood concept from our beloved brand,” Granato said.

MAG Partners represented itself in the deal. Serafina Mare was represented by Micheal Azarian of Cushman & Wakefield.

MAG Partners' Mabel, is the newest and second residential building named in honor of historic and influential New York City women. Located at 335 8^th Ave. in the Chelsea neighborhood, the building — sustainably designed to achieve Passive House and LEED Gold certifications — adds 188 units of new housing to New York City, 30% of which delivered under the Affordable NY program.

The contextual seven-story building is named after Mabel Osgood Wright, a pioneering American writer, conservationist and an early leader of the Audubon movement. An NYC local, Wright played a role in advocating for the protection of wildlife and their natural habitats during a time when environmental awareness was still in its infancy. Wright’s values align with MAG Partners’ commitment to beauty and sustainability, incorporated throughout the branding. The building honors her pioneering spirit with a sustainable design that delivers an unmatched level of beauty, comfort, and environmental responsibility.

Mabel is Passive House certified, the highest international standard for energy efficiency that ensures a superior living environment in comparison to traditionally constructed residences. Passive House brings numerous advantages, offering residents a sustainable, green lifestyle. Residences are eco-friendly, cleaner, quieter, and provide the utmost comfort for residents.

“As we continue to expand our residential portfolio with buildings focused on high design, thoughtful amenities and biophilic urban elements, we’re thrilled to be back in the thriving Chelsea neighborhood that, like all of New York City, needs more quality housing delivering the modern, elevated lifestyle New Yorkers want today,” said MaryAnne Gilmartin, founder and CEO of MAG Partners. “We’re honored to continue celebrating the legacy of remarkable, trailblazing women in the city by offering the newest living experience that is both integral to our brand and the character of New York.”

Mabel is located around the corner from MAG’s first residential project, Ruby; 480 units at 243 West 28^th St. named after Ruby Bailey, a master beader and prominent fashion figure of the Harlem Renaissance. That project opened in 2023 and is fully stabilized and leased.

Designed by renowned architects COOKFOX, Mabel offers studio, one-, and two-bedroom homes that are bathed in natural light and redefine modern living in elegant urban style. Every detail is crafted to exemplify Mabel’s commitment to sustainability, health, and the preservation of local ecosystems. With ceiling heights of up to 10 ft., each residence is purposefully designed to maximize light, facilitate views, and enhance tranquility.

The 188 apartments feature wide plank White Oak wood-style flooring throughout, oversized triple-pane windows designed for improved comfort and quiet, and blackout solar shades in the bedrooms. The gourmet kitchens has modern cabinetry with warm wood tones and light gray or pure white Caesarstone countertops. In addition, residences feature induction cooktops and seamlessly integrated appliances with paneled refrigerators and dishwashers. Full-height backsplashes offer light gray Caesarstone or Mosaic tiles. All units include in-home Bosch washer and dryers, Bosch wall ovens, smart home keyless entry and generous walk-in closets.

Bathrooms are spa-like retreats featuring elegant floating vanities in light or warm wood finishes, complemented by pure white Caesarstone offset sink tops that enhance space and functionality. Full-height herringbone wall tiling is paired with matching floor tiles and oversized mirrors, creating a striking visual texture. Frameless glass showers and deep soaking tubs offer a luxurious, spa-like experience. Every detail has been considered to create an environment that’s serene, sophisticated, and sustainable.

“Our vision was to bridge the mid-20th-century, verdant open plan of Penn South with the contemporary reinvention of Chelsea into a vibrant residential community,” said Brandon Specketer, AIA, partner, COOKFOX Architects. “Mabel’s modern brick expression is massed to fit the historic masterplan and is interwoven with gardens, connecting new residents to nature and the existing community. The design creates healthy, sustainable homes for the neighborhood’s next era.”

Residents have 25,000 s/f of indoor and outdoor amenities intentionally curated to promote comfort, convenience, well-being, and entertainment. These include a fitness center equipped with cardio and strength training equipment, as well as a pet spa, meditation room, self-storage, and bike storage areas. Residents have the comfort of a 24-hour attended lobby and can relax in the tranquil Sanctuary Garden and also make use of the meeting and conference rooms. The library/media lounge offers a cozy fireplace, entertaining wet bar with a designated dining area, and private phone booths. The Garden Terrace on the second floor features a lush, planted deck with comfortable seating. Other amenities include additional inviting lounge areas, a sun lawn, and a fully-equipped grilling and dining area for outdoor gatherings on the roof. Blooming gardens and courtyards cascading with greenery offer idyllic respites for relaxing, reflecting, and connecting.

MAG Partners was selected by Penn South, the affordable housing cooperative in Chelsea, to develop Mabel into a mixed income apartment building with ground floor commercial space including a grocery store operated by Lidl, the rapidly expanding high-quality grocery store from Europe. The project is being developed in conjunction with Safanad and Met Life Investment Management under the Affordable NY Program, with 30% of its units reserved for low- and middle-income New Yorkers.

This is Lidl’s second signed lease in Manhattan, following its first opening in Harlem in 2022. The store will open in fall 2026 and offer a bakery, fresh produce, floral, meats and seafood sections, as well as other everyday grocery essentials, with unmatched value and a simple and efficient shopping experience.

“It has been an amazing experience to collaborate with MAG Partners on this project. As construction comes to an end and the doors open to the public, we are reminded that Mabel is more than a beautiful new building; she represents a significant step forward in our commitment at Penn South to improving the quality of life for our residents,” said Ambur Nicosia, President of Penn South. “Mabel is designed to help us meet our mission to reduce maintenance costs for our cooperators, increase the availability of affordable housing options in our neighborhood, and will soon host the highly anticipated Lidl supermarket. We congratulate MAG Partners on achieving this milestone as we all work together to contribute to and support the future of New York City.”

Mabel is in proximity to Hudson Yards, Madison Square Garden, the High Line, Fashion Institute of Technology, and many of Chelsea’s acclaimed restaurants.