By the time construction started in 2007, it was one of the hottest new addresses in town. The pair of developers managed to brand the building exceptionally well, getting non-stop coverage on Curbed, and renaming it One Madison Park after its northerly neighbor. Celebrities were said to have purchased apartments. The top penthouse was to come with its own butler as part of the deal and an apartment to house him in. They even managed later to incorporate starchitect Rem Koolhaas into the deal, first by giving him the purvey over the interiors, and then by branding the smaller sister building that would serve as the main entrance to both.