Rashid brings industrial revolution to Madison Ave

Real Estate Weekly,  Oct 6, 2004  

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The Madison Avenue Business Improvement District has unveiled a prototype newsrack, designed by award-winning industrial designer Karim Rashid, on 77th Street and Madison Avenue.

Rashid, whose clients include Prada and Giorgio Armani, among others, joined Madison Avenue BID President Matthew A. Bauer; Council Member Eva Moskowitz; the Director of Commercial Revitalization for New York City Department of Small Business Services, Ron Melichar; and Len Greco of the New York City Economic Development Corporation-all who have greatly assisted in the efforts to replace the existing newsracks with these contemporary, yet elegant stands.

The stylish new 74" wide, 40" tall and 24" deep piece is made of fiberglass. This prototype will replace four boxes that previously held The New York Times, The New York Post, and publications from the Gotham Writer's Workshop and The Learning Annex.

Eventually, there will be more than 60 Rashid-designed boxes in the area spanning 60th to 86th streets on Madison Avenue.

"The reason we picked the northwest corner of Madison Avenue and 77th Street for the prototype location for the newspaper box is that it is a vibrant corner, especially with the Mark Hotel and the elegant neighboring storefronts, such as Issey Miyake," said Bauer.

"Madison Avenue is an international shopping destination, and it's only appropriate that visual elements on the street should harmonize with the environment as much as possible," said Rashid.

"The previous newsracks were of different heights, colors and shapes and had no sense of design unity. My concept for the new newsrack was to have it function as a piece of street furniture--something functional, yet beautiful."

Councilmember Eva Moskowitz allocated $475,000 for the project and was instrumental in choosing Karim Rashid, the designer. E. William Judson, Chairman of the Madison Avenue BID and President of Judson Realty, and Peter Armstrong of 924 Realty Associates LP and Chairman of the BID's Capital Improvement Committee both were instrumental to the project. Len Greco served as the Project Manager for the NYC Economic Development Corporation. Mr. Rashid's projects range from products, interiors, fashion, furniture, lighting art and music to installations. His clients include Umbra, Issey Miyake, Prada, Nambe, Magis, Mikasa, Shiseido, Giorgio Armani, Yahoo, and Danese, among others.

He also has experience designing street furniture, from mailboxes for the Canadian Postal Service to the Millennium manhole cover for Con Ed.

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