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SERHANT. New Development Named Exclusive Marketing and Leasing Agency at The Laney, in the Heart of the Upper West Side 

SERHANT. New Development, the dedicated division for the leasing, sales and marketing of new development projects at SERHANT., has been named the exclusive marketing and leasing agency of record at The Laney, a 79-unit elegant boutique prewar restoration offering residents a sophisticated take on the high-end rental lifestyle. 

One of New York’s premier developers and property managers, The Olnick Organization, which owns thousands of rental apartments and more than one million square feet of commercial space across the tri-state area, procured this historical gem and managed its redevelopment. 

Located at 201 West 77th Street on the north-west corner of Amsterdam Avenue, two blocks from Central Park and Riverside Park, The Laney was originally built in 1929 by renowned architect Emery Roth. It has been redefined by famed designer Peter Pennoyer Architects with interior and exterior craftsmanship that is reminiscent of the gilded age. An added solid dimensional limestone façade gives way to homes that capture the essence of timeless New York. BKSK Architects was the architect of record. 

Units feature open living spaces complemented with solid oak wood flooring, kitchens are adorned with Glassos countertops, custom cabinets, Miele appliances, and Franke sinks. Primary baths feature radiant heated natural stone floors with adorning Waterworks fixtures. High-tech features such as a smart entry door and a Wi-Fi HVAC system complete the home. 

“We are excited to be the dedicated division for the leasing, sales and marketing of this meticulously transformed classical building,” said Ryan Serhant at SERHANT. “The Laney honors the beauty of traditional prewar architecture, combined with top of the line, modern finishes, which truly encapsulates the high-end rental lifestyle at its finest.”   

The Laney’s suite of exclusive amenities includes an intimately appointed private lounge, well-equipped fitness room, landscaped courtyard, dog spa, children’s playroom, a meeting room with an individual office suite, and a commercial laundry room in addition to in-home washer and dryers.  

“We are proud to bring this luxury building to market,” said Seth Schochet, President of The Olnick Organization. “With the lack of rental supply on the Upper West Side, we had a vision of honoring this building’s legacy by bringing The Laney back to the splendor of what luxury living was like in 1929 versus making it another modern glass building. It is truly unique in its sophisticated restoration completed by a famed designer and a renowned architectural firm.” 

SERHANT. New Development also manages sales and marketing for The Westly, Jolie at 77 Greenwich, Iris TriBeCa, Brooklyn Point, Quay Tower, and The Huron, among others. 

SERHANT. was founded in September 2020 by Ryan Serhant, top luxury real estate broker and star of Bravo’s Million Dollar Listing New York, as a content-to-commerce real estate ecosystem that is mobile first, with a first-of-its-kind in-house film studio for organic lead generation, creating customer acquisition for its two core businesses: brokerage and education.  

For more information about The Laney, visit

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