My friends in New York tell me that if you want to sell a luxury residential building, you need a name brand architect. People care about architecture and it’s part of the buying process: “Oh, it’s a Herzog building.”

To that end, Toll Brothers City Living just released the following video for their 121 E 22nd project in New York. If you can’t see it below, click here. What’s notable, is that it is OMA’s first full building in New York. So the story is: star architect + first building in the city.

[youtube https://www.youtube.com/watch?v=dSQq8W8od9g?rel=0&w=560&h=315]

But there’s more. It’s almost unbelievable that, until now, OMA hadn’t designed and constructed a full building in New York. I reread this Dezeen article 5 times just to make sure I wasn’t missing something.

So much of Rem Koolhaas’ career (founding partner of OMA) is centered around New York City. In 1978, he published Delirious New York, where he both dissected and celebrated the city’s “culture of congestion.” Oysters at the downtown athletic club, anyone?

This book was so influential that I bet you’d be hard pressed to find an architect that doesn’t have it in their collection. I have his approximation of New York hanging on my wall. So this was clearly overdue. Kudos Toll Brothers City Living.

Note: OMA’s New York office is led by Shohei Shigematsu.