Real Estate Weekly
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As Drybar moves in, life at 111 Murray now comes with fringe benefits

In a first-of-its-kind deal, national salon chain Drybar is partnering with apartment developers to offer residents in-house blowouts.

Fisher Brothers, Witkoff and New Valley, the developers of the luxury 111 Murray Street in Tribeca, have signed an exclusive agreement with the chain to include a Drybar in the tower that will let residents schedule at-home appointments for the signature blowouts.

“As part of our very concentrated efforts to provide best-in-class amenities and services for buyers at 111 Murray Street, we are thrilled to make this announcement,” said Steve Witkoff, chairman and CEO of the privately held, global real estate development and investment firm Witkoff.


“As developers, we’re always looking for the next generation of luxury services that we believe will resonate with our buyers. Having their very own Drybar is proving to be extremely alluring because of the time it saves and the convenience it provides.”

With a call to the building’s Abigail Michaels managed concierge, or a press of a button on the Drybar app, a stylist will be deployed to 111 Murray Street where residents can enjoy any number of services including blowouts, up-dos and hydrating treatments.

Designed by Drybar’s award-winning architect Josh Heitler, the two-chair shop will feature all of Drybar’s signature, custom design elements within the David Rockwell designed Club Floor. Residents will enjoy their treatments from custom Italian chairs surrounded by tufted fabric walls, marble bars with built-in iPhone charging stations, and flat screens featuring popular movies and television shows. “The single most important part of the Drybar experience is the way we make women feel,” explained Alli Webb, founder of Drybar.

“We are thrilled to extend our exclusive blowouts to the residents of 111 Murray Street in order to make them look and feel their best before they even step out the lobby door. It’s such a beautiful building, I’d love to live there myself.”

Winston Fisher, a partner with Fisher Brothers, said, “We knew we wanted to provide residents with an at-home salon experience, so we included such a space as part of our extensive offerings. Our partnership with Drybar elevates this space to a whole new level never before seen in residential development.”

111 Murray rendering
111 Murray rendering

The Club Floor at 111 Murray Street has been designed by David Rockwell and includes a fitness center with movement studio, a 75-foot lap pool, children’s splash pool with interactive water jets, spa with private treatment rooms, saunas, a teen arcade, children’s playroom and media room. A hammam made from slabs of stone will offer an authentic warming and relaxation experience steeped in the Turkish tradition.

111 Murray has been pushing the limits of amenity offerings in New York City condos.

The developers also signed a first-of-its-kind partnership with Blue Star Jets to offer tenants exclusive access to private aircraft, car services, and hotels across the globe.

Sales at the 157-unit tower have been going well with over half of the $2 to $17 million homes already sold.

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