Australian Johnathan Breene worked to bring the concept of Setai to New York with developers Zamir Equities following the success of The Setai in South Beach, Miami, in operation since 2005.
One can see the group’s attention to detail, not only in the building’s physical design, but also in its service. Once it is completed in spring its amenities will provide the ultimate convenience for busy residents.
“We all work long hours, we travel, our lives are all so hectic. And I think Setai represents something where you can come home and you live in such an elegant and beautiful surrounding, but also you have a lot of the services and amenities that make your lifestyle easy,” Breene said in a promotional video.
The look is a contemporary toned-down Asian, the influence obvious in the architectural design of space and flow and the use of natural materials—timber, dark stones, bamboo, water features.
The entrance is suitably imposing and creates a transition space from the busy Financial District that is long enough to allow mind-body adjustment.
Global Residents
A mixture of studio, one-, two-, and three-bedrooms make up the 167 units available. Floor space ranges from 475 to 3,424 square feet and priced from $815,000 to $7.87 million. Residences are designed by Jean Michel Gathy of Denniston Architects.
Seventy five percent of the condos are sold—selling slightly slower due to the financial crisis, but not languishing as many others are. Fifty percent will live as primary resident owners. Many have sold through word-of-mouth and owners come from all across the United States, France, Spain, Italy, South America, Russia, Canada, and China, said Setai sales director Jane Klaris.
Klaris describes The Setai as calm and peaceful, “a very pare-down experience.” She said the idea is about “transportation” through busy lives, “where the living amenities are an extension of how we live.” Live at The Setai and expect to be pampered as if in a 5-star hotel. The amenities are classy and wide-ranging, led by an experienced concierge team.
“We've really tried to create a combination of different types of spaces that will appeal to different people at different times of day and different moments of their life,” said the developer, Joshua Zamir of Zamir Equities. He said the 44,000 square feet of amenities “is probably the most amenity space out of any project in Manhattan.” The amenity space was designed by Robert D. Henry Architects, LLC.
Resident-only space includes the rooftop terrace that boasts two Jacuzzis, gas-fired grills, cabanas and a lounge with a log fire. The building is high enough to get a decent view over the water towards the Statue of Liberty.
Moving the edge of the building back 18 feet on the eastern side from the 10th floor up created a spacious feel on narrow New Street and a terraced area adjacent to the residents' gym and lounge.
Opposite The Setai is a school, the first in the area for 50 years, said Klaris. Other residences are springing up and families are moving in. The Financial District's landscape is changing.
The Setai Club
A point of difference for the discerning Setai customer is the exclusive club and networking opportunities it provides. The Club is an extension of The Setai brand, allowing residents and up to 500 elite guests to join and enjoy a range of amenities.
“What is particular about this project is that it is not just a residential development. What the Setai intention was, was to create a resident's component, together with a club,” said architect Gathy.
Club members have access to the restaurant for breakfast each day, the concierge team will take care of life's little details and the gym and spa are available for fitness and rejuvenation. A library and wine-tasting room provides further space for entertainment and socializing.
Club Director Ronan Henaff said the spa concept is designed by Daniella Steiner, the “spa guru of Europe” and includes unique treatments, therapies and massages, as well as a Jacuzzi, steam room and sauna. Monthly events include car events, art events, and business connection events, Henaff said. Current club members include Forest Whittaker, Russell Simmons, and Blair Underwood.
Klaris described the people interested in the Setai condos and club is someone who has an “air of sophistication.” The client is world traveled and knows good quality, she said. “A person who is distinguished, has style and elegance…they will take advantage of the amenities.”
The name “Setai” comes from a combination of two Indonesian words: “seltan,” meaning “south” and “pantai” meaning “beach.” Interestingly, “setai” in Japanese loosely means “household in existence,” or “connected by residence.”
