It is still a good place to service cars and ship packages. But with gathering speed, the western edge of Hell’s Kitchen is going residential, and in the process, it is becoming New York’s latest industrial district to reinvent itself. Of the big-name developers investing in the neighborhood — a list that includes TF Cornerstone, the Elad Group and Taconic Investment Partners — perhaps the most notable might be the Moinian Group. It has helped shape the look of the modern Far West Side.
Soon joining Atelier and Sky around the corner will be Oskar, a rental building with a terra-cotta facade at 572 11th Avenue, at West 43rd Street. A far smaller undertaking, it has just 164 apartments, from studios to three-bedrooms, across 13 stories. But what Oskar may lack in scale it makes up for in style. It was originally designed as a condo, a generally more luxurious property type, said Joseph Moinian, the firm’s chief executive. Despite the change in use, which gives the developer more “longevity” at the site, the building’s design was never downgraded, Mr. Moinian said. Finishes like Caesarstone kitchen counters were retained, he said, adding, “the quality is very, very high.”