Next Act for Roseland Ballroom Site
Where the Roseland Ballroom once stood on West 52nd Street now rises ARO, a collection of Midtown West rentals from renowned architectural firm CetraRuddy. When complete, ARO will rise over 60 stories into the air and contain 426 luxury apartments for rent, ranging in size from studios to a sprawling duplex penthouse. The building has a modern style, complete with a web of composite-metal panels wrapping around the glass facade to produce a stark geometry that includes balconies rippling out from the corners, an introduction of contemporary architectural drama to Midtown West. And the site’s entertainment history will be recognized, with artist James Greco working on a sculpture for the lobby that incorporates the “A,” “R,” and “O” from the old Roseland marquee, along with photographs taken during famous performances at Roseland, including the Rolling Stones and Metallica, that will adorn the building.