A new bar/terrace at 335 Madison overlooking Grand Central, © SHoP Architects
Since the announcement of One Vanderbilt more than four years ago, much attention has been paid to the controversial Midtown East Rezoning, which was approved last summer. Howard Milstein was one of many developers looking to take advantage of the rezoning, proposing a plan to raze the Grand Central-adjacent office tower 335 Madison and replace it with a modern structure that would expand the building’s tech incubator. But he ultimately decided to forego the demo and undertake a $150 million renovation by SHoP Architects that more than doubles the square footage of Grand Central Tech and creates a new lobby and retail/amenity spaces for tenants. Renderings for the new “vertical tech campus” known as Company have now been revealed by Arch Daily.