West End Ave is a minimalist apartment located on the Upper West Side, New York, designed by General Assembly. This redesign within a historic pre-war building crafted by Gaetano Ajello—a key architect from the early 20th century and former residence to notable New Yorkers like Sergei Rachmaninoff—marries the elegance of its origins with a modern and timeless aesthetic. The architectural heritage is honored through references to classic pre-war designs characterized by ornate facades, detailed moldings, and stone carvings. These elements are subtly integrated into the apartment’s design through material choices, complemented by the simplicity and warmth of extensive custom millwork. The newly conceived floor plan maintains distinct living zones typical of pre-war layouts but has been restructured to enhance natural light, views, and to accommodate modern living needs. This includes larger, open social spaces suitable for hosting, alongside private bedrooms and guest areas.

In terms of finishes, the apartment features a deliberate contrast of materials to highlight their beauty. The kitchen is a focal point, designed to be both welcoming and functional, connecting to the living area through elegant pocket doors. It boasts stone countertops, a marble island, and an integrated white oak table, creating a cozy yet open environment. The living room features bespoke coffee tables made of white oak and travertine, enhancing the space’s organic feel. Storage solutions have been cleverly incorporated throughout the apartment, including bespoke built-ins that echo the original architectural details. A standout feature is the bar near the dining area, showcasing high gloss finishes with unlacquered brass cabinets, a marble countertop, and a smoked glass mirror. The hallways also benefit from thick plaster shelves with hidden drawers. Private areas of the home serve as sanctuaries for family members. The primary suite includes a wallpapered entry, a deep-colored lime wash, and luxurious touches such as a custom olive-green headboard and an alpaca rug.