Rockrose Development begins construction on lobby at 300 Park Avenue South; Space designed by Moed de Armas & Shannon

Construction has begun on 300 Park Ave. South's building-wide upgrade and modernization - a new lobby designed by architectural firm Moed de Armas & Shannon. The building's owner, Rockrose Development Corp., is carrying out a redevelopment plan designed to further strengthen 300 Park Ave.South's reputation. The new lobby, which is being expanded by 20% will feature 24' high walls ensconced in limestone. The boutique nature of the building will be highlighted by the materials selected, such as a polished ebony wood Feature Wall fronting a grey river stone concierge desk. Tenants at 300 Park Ave. South will soon be able to enter the building through a modern floor-to-ceiling glass lobby storefront, which the architects envision as a modern intervention of the 100 year old property's classic architecture. As part of the sweeping renovation, which also includes new elevator cabs, bathrooms, storefronts and exterior improvements, the building's oversized arched windows will be illuminated at night. 300 Park Ave. South, a 15-story tower located at the northwest corner of 22nd St., has been on a leasing tear of late. According to Rockrose VP Justin Elghanayan, eight full floors have been leased in the past eight months, including a pair of multi-floor leases to the Whitney Museum of American Art and the Leo Burnett Worldwide advertising agency. Another 20,000 s/f is currently under negotiation. "We have experienced the transformation of 300 Park Ave. South from a great building in a great location to the premier boutique office building in Midtown South," he said.