You’ve probably walked right past it. If you’ve ever found yourself rushing toward Columbus Circle or grabbing a coffee near the southwest corner of Central Park, you’ve been in the shadow of 1776 Broadway New York NY. It doesn't scream for attention like the glass-and-steel Billionaires' Row towers nearby. It doesn't have the flashy neon of Times Square. Honestly, it looks like a lot of other pre-war buildings in Midtown.
But this 25-story tower at the corner of 57th Street is a survivor. It has lived through the era of "Automobile Row," the decline of mid-century office culture, and the radical transformation of the neighborhood into a luxury retail hub. While the nearby Central Park Tower literally touches the clouds, 1776 Broadway stays grounded in a history that’s surprisingly colorful once you start digging into the property records.
The Lazarus Building and a $20 Million Face-Lift
Back in 1927, when the building was first finished, it was known as the Lazarus Building. Designed by architect Joseph Gilbert, it was born into an era where Broadway was less about theater and more about cars. This stretch of the city was the heart of the automotive industry. Think high-end showrooms and corporate headquarters for brands that defined the early 20th century.
It’s not just some dusty relic, though. Recently, the owner, ULM Holding, poured about $20 million into a capital improvement program. They didn't just paint the walls; they overhauled the lobby and the facade to keep it competitive. In a city where "Class A" office space is a moving target, you have to keep moving just to stay in the game.
Who is actually in there?
If you walk into the lobby today, you aren't seeing car salesmen. You’re seeing patients going to StarPro Physical Therapy or folks heading to HearUSA. It’s become a hub for service-oriented businesses that need to be where the people are. Navillus Contracting, a firm that has worked on massive NYC projects like One Vanderbilt and the World Trade Center, recently grabbed 5,000 square feet on the eighth and ninth floors. They wanted to be close to their own projects. It makes sense.
The lower floors are where things get really interesting. For a few years now, 1776 Broadway New York NY has been part of the massive Nordstrom flagship store ecosystem. It’s one of four interconnected buildings that make up that retail beast. While the main glass facade of Nordstrom is a modern marvel, the guts of the store actually snake through these older structures, including 1776.
The Billie Holiday Connection
Here is a bit of trivia that usually gets lost in real estate brochures: this building has seen some serious legends. ULM Holding actually notes that the likes of Billie Holiday and Fred Astaire used to walk through this lobby. It’s hard to imagine the "Lady Day" herself checking in with a security guard, but that’s the beauty of Manhattan real estate. Every square foot has a ghost story.
In the 1920s and 30s, these midtown buildings were often filled with music publishers, booking agents, and rehearsal spaces. It was the "Old New York" that writers like F. Scott Fitzgerald tried to capture. Today, that vibe is mostly gone, replaced by the hushed tones of a physical therapy clinic or the beep of a Nordstrom checkout counter, but the bones of the building haven't changed.
Why location is the only thing that didn't change
Location is a cliché for a reason. 1776 Broadway sits at the intersection of everything:
- Central Park: Two blocks away.
- Columbus Circle: A literal stones-throw.
- Carnegie Hall: Right down 57th Street.
When you're at this address, you're at the nexus of the Upper West Side’s residential quiet and Midtown’s corporate chaos. That’s why the rent for office space here still hovers around $60 per square foot—even in a market where people are constantly questioning the future of the office.
Addressing the "General Motors" Confusion
If you search for historical facts about this area, you might run into mentions of the General Motors Building. Be careful here. While GM had a massive presence on Broadway (specifically at 1775 Broadway, which is now 3 Columbus Circle), the "big" GM Building everyone knows is actually over on Fifth Avenue.
However, 1776 Broadway was right in the thick of that automotive gold rush. It was surrounded by the B.F. Goodrich Company Building and the United States Rubber Company. It was a "cogs and wheels" kind of neighborhood before it became a "diamonds and silk" neighborhood.
What it’s like inside today
The floor plates at 1776 Broadway aren't huge. We’re talking about units that range from small 1,500-square-foot offices up to full floors of around 5,500 square feet. For a giant law firm, that’s nothing. But for a creative studio or a specialized medical practice? It’s perfect. It feels more intimate than the massive glass boxes where you have to take three different elevators just to get to your desk.
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The building features:
- A 24/7 attended lobby (pretty much a requirement in this part of town).
- Operable windows (a rare luxury in newer buildings where you're trapped in recirculated air).
- Direct access to the N, R, W, Q, A, B, C, D, and 1 trains. Basically, if a train goes to Manhattan, it probably stops near here.
How to navigate 1776 Broadway
If you’re looking to lease space or just visiting a tenant, here’s the ground truth. The entrance is right on the corner of 57th and Broadway. It can get crowded because of the Nordstrom foot traffic, but once you’re inside the lobby, things quiet down significantly.
For businesses, the "prestige" of the address comes from its proximity to Central Park Tower and the Hearst Building. You’re getting a "Billionaires' Row" zip code without necessarily paying the $200-per-square-foot prices found in the newer glass towers.
Real-world insights for tenants or visitors
- Commuting: Use the 57th St-7th Ave station for the N/Q/R/W or the 59th St-Columbus Circle station for the A/B/C/D/1. It’s a five-minute walk from either.
- Lunch: You’re spoiled for choice. There’s the food hall at the Shops at Columbus Circle, but if you want something faster, the local carts on 57th are actually decent.
- The Nordstrom Factor: Since the building is physically connected to the store, there’s an energy there that most office buildings lack. It doesn't feel like a "dead" zone after 5 PM.
1776 Broadway New York NY isn't trying to be the next landmark that tourists flock to with cameras. It’s a workhorse. It’s a building that has successfully pivoted from the age of the automobile to the age of luxury retail and modern healthcare. If you're looking for a slice of New York that feels authentic but updated, this is it.
Actionable Next Steps
If you are considering 1776 Broadway for your business, your first move should be to contact Resolution Real Estate or Cushman & Wakefield, as they handle the current leasing and management. For history buffs, a walk-through of the Nordstrom flagship store next door provides a unique look at how the landmarked facades of the neighboring 1780 Broadway were preserved and integrated into the modern structure. Always verify the current floor availability directly, as the smaller 5,000-square-foot plates in this building tend to move quickly due to high demand for medical and boutique office space in the Columbus Circle area.