CetraRuddy Architecture and Steelman Partners unveil the design for The Avenir — a sculptural mixed-use tower combining luxury, culture, and connectivity on New York’s skyline.

*Courtesy of Silverstein Properties / Binyan Studios*

In a transformative vision for Manhattan’s Far West Side, The Avenir has been revealed as a landmark mixed-use development designed by CetraRuddy Architecture and Steelman Partners, blending cutting-edge design, civic purpose, and luxury urban experience. Rising to 785 feet, the tower’s sleek silhouette and sculpted forms aim to redefine the city’s edge while stitching together an underserved neighborhood with new public and cultural spaces.

Conceived as a “neighborhood campus,” The Avenir will house a 1,000-room luxury hotel, a state-of-the-art gaming facility, restaurants, a food hall, and a community-first art gallery — all wrapped in a biophilic, pedestrian-friendly podium that seeks to activate the street-level experience.

“We designed The Avenir as though the neighborhood is a campus,” says Lisa Silverstein, CEO of Silverstein Properties. “It will bring more security, enterprise, and entertainment on a level that doesn’t exist in one establishment and become a sophisticated addition to the New York skyline.”

A Sculptural Response to Urban Density

The architectural concept for The Avenir draws from New York’s lineage of iconic high-rise structures while softening its impact through fluid geometries, natural materials, and a nine-story podium that responds to the local urban fabric. Atop this base, a 45-story tower rises with a gentle, sculpted curvature, designed to open view corridors and reduce perceived mass.

Rather than a monolithic statement, the tower creates rhythmic harmony with its surroundings — a design language that extends from façade articulation to landscape integration. Art-filled installations, transparent edges, and an open green rooftop position the building as a vibrant node within the city’s pedestrian ecosystem.

Architecture with a Civic Conscience

Central to the project’s vision is its contribution to community and culture. The development is the product of a joint venture between Silverstein Properties, Rush Street Gaming, and Greenwood Gaming and Entertainment, aimed at delivering economic opportunity alongside design excellence.

If approved, the scheme is projected to generate 4,000 construction jobs, over 5,000 permanent positions, and new pathways for local business and artistic engagement.

“The site is at the crossroads of diverse neighborhoods that currently aren’t connected,” notes Nancy Ruddy, Founding Principal of CetraRuddy. “Our design knits together these urban layers, creating a cultural hub that reinforces New York’s character as a walkable city.”

On the 11th Avenue frontage, a soaring community gallery will span an entire city block. This double-height, glass-enclosed space will offer free exhibition opportunities to local artists, with flexible use for cultural and educational programming — continuing Silverstein Properties’ legacy of accessible civic spaces.

Program and Public Realm Integration

From elevated gaming floors to multi-level dining, a boutique entertainment venue, and a rooftop pool, the interior programming prioritizes daylight, accessibility, and spatial flow. Unlike traditional casinos, The Avenir’s gaming space is designed with abundant natural light, city views, and integrated entertainment that merges with the building’s hospitality ethos.

Entrances on 41st Street and 11th Avenue encourage seamless foot traffic while maintaining separation between gaming and non-gaming elements. Hotel guests and locals alike will enjoy direct access to public areas such as the spa, food hall, and conference facilities.

The luxury hotel, conceived as a high-rise retreat, will include floor-to-ceiling glazing, premium finishes, and expansive views over Manhattan, positioning it as a destination for both international travelers and convention attendees from the adjacent Jacob K. Javits Center.

Urban Revitalization and Affordable Housing

The Avenir’s ambitions extend beyond design into housing equity. Silverstein Properties has committed to delivering over 100 permanently affordable apartments off-site, contributing to ongoing efforts in Hell’s Kitchen and Hudson Yardsto increase accessible living options.

With no land-use hurdles, no displacement of existing communities, and full site control, the project is shovel-ready — poised to deliver substantial economic, architectural, and social value to one of the city’s last underutilized corners.

“We are delighted that The Avenir blends harmoniously into the Far West Side,” adds Tim Drehkoff, CEO of Rush Street Gaming. “Our goal is always to fit in, support, and benefit the communities in which we operate.”

A Sophisticated New Chapter for West Manhattan

At once an urban destination, a local resource, and a design-forward architectural beacon, The Avenir aspires to more than a vertical program of amenities. It seeks to anchor a once-fragmented neighborhood through architecture that uplifts — socially, economically, and aesthetically.

If realized, it will not only reshape the skyline but reinvigorate the ground plane — creating a new cultural axis for New York City’s West Side, where public art, green space, hospitality, and community coalesce.

The Avenir: A Bold New Vision for Manhattan’s Far West Side