The Billion-Dollar Drama: 5 Secrets Behind The Iconic 711 Fifth Avenue, New York NY
The building at 711 Fifth Avenue in New York, NY, is far more than just a prime piece of Midtown Manhattan real estate; it is a nexus of corporate history, ultra-luxury retail, and high-stakes legal drama that continues to make headlines as of December 2025.
Currently undergoing a massive repositioning under the direction of developer Michael Shvo’s firm, SHVO, this iconic structure—once famously known as the Coca-Cola Building—is being transformed into a modern masterpiece while simultaneously being the centerpiece of a bitter, high-profile tenant dispute.
A Biography of Concrete and Glass: The 711 Fifth Avenue Profile
The 18-story office and retail building, located at the coveted corner of 5th Avenue and East 56th Street, has a storied past that cements its status as a landmark in the prestigious Plaza District.
- Full Address: 711 Fifth Avenue, New York, NY 10022
- Original Name: The Coca-Cola Company Building
- Current Owner/Developer: SHVO (Michael Shvo) in partnership with Deutsche Finance America
- Year Built: 1927
- Original Architect: Bethlehem Engineering Corporation
- Repositioning Architect: Peter Marino
- Architectural Style: Beaux-Arts inspired
- Building Size: Approximately 340,000 to 354,000 square feet
- Building Class: Class A Office and Retail
- Notable Former Owners/Tenants: The Coca-Cola Company, NBC, and Columbia Pictures
The SHVO Vision: A Peter Marino Masterpiece
In 2019, the building's ownership changed hands in a complex deal, with SHVO and Deutsche Finance America acquiring the property for a reported $937 million, following a quick flip from Nightingale.
The new owners immediately launched an ambitious plan to reimagine the property, aiming to restore its glamour while updating it for the demands of the "new economy tenant."
The Architectural Renaissance
SHVO selected world-renowned architect Peter Marino to direct the building's repositioning. Marino, known for his work with luxury fashion houses, was tasked with disrupting the conventional corporate lobby experience.
The redesign focuses on transforming the lobby and common areas to reflect a level of sophistication and artistry previously unseen in the building. This massive renovation project aims to highlight the property’s historic Beaux-Arts architecture while incorporating minimalist, modern influences.
A Boutique Office Destination
711 Fifth Avenue is one of only 20 boutique office buildings along Fifth Avenue, making its office space highly exclusive.
The transformation is designed to appeal to high-end financial services, technology, and luxury brands seeking an unparalleled presence in the Plaza District. The building boasts a prime location just steps from major attractions and the world-famous retail corridor.
The Core Club Controversy: A High-Stakes Legal Battle
The most compelling and recent development at 711 Fifth Avenue is the dramatic legal confrontation between the landlord, SHVO, and one of its most high-profile tenants: the members-only social club, Core Club.
The Core Club, a secretive and exclusive establishment, relocated its clubhouse to the top floors (15-18) of 711 Fifth Avenue two years ago, occupying 60,000 square feet, including a 6,000-square-foot outdoor terrace.
The Eviction Fight
The relationship between the club and the landlord quickly soured, leading to a bitter legal dispute. SHVO attempted to evict Core Club, a move that would have been a significant blow to the club’s prestigious new location.
In a major win for the tenants, a New York judge recently blocked SHVO's eviction bid, allowing the members-only haunt to remain put. This ongoing litigation highlights the intense financial and social pressures surrounding prime Fifth Avenue real estate.
The legal sparring is centered around issues of rent, access, and the overall terms of their lease agreement, turning the building into a symbol of landlord-tenant conflict in the luxury commercial market.
Who Else Calls 711 Fifth Avenue Home?
Despite the legal drama, 711 Fifth Avenue remains a highly desirable address, attracting a mix of international corporations and luxury retail brands.
Anchor Tenants and Retail Entities
The building’s retail component is crucial, situated directly on the Fifth Avenue "Gold Coast" retail corridor. Current notable tenants include:
- Omega Boutique: A major luxury watch retailer.
- Swatch New York: Another prominent retail presence, occupying a street-level space.
In the office tower, the tenant roster is equally prestigious. Parisian hospitality company Accor recently secured a 23,000 square-foot office lease, further solidifying the building's appeal to global luxury brands.
From Coca-Cola to Core Club: A Legacy of Power
The history of 711 Fifth Avenue is a testament to its enduring power as a commercial hub. Before the current ownership, the building was famously the headquarters of the Coca-Cola Company for decades, earning it the moniker "The Coca-Cola Building."
Prior to Coca-Cola, the building played a pivotal role in the early media landscape, serving as the headquarters for both NBC and Columbia Pictures.
Its original 1927 construction by the developer Floyd De L. Brown and the Bethlehem Engineering Corporation set a standard for elegance that was even recognized by the Fifth Avenue Association.
Today, as the building undergoes its Peter Marino-led transformation and navigates the complexities of the Core Club lawsuit, 711 Fifth Avenue continues its legacy as one of the most talked-about and dynamic properties in New York City real estate. The blend of historic Beaux-Arts charm and modern luxury ensures its place as a centerpiece of the Plaza District for decades to come.
Detail Author:
- Name : Miss Autumn Dach I
- Username : kihn.willie
- Email : rowena65@oberbrunner.com
- Birthdate : 2001-01-04
- Address : 3848 Fritz Falls Lake Vincenza, CO 70143-5979
- Phone : +1.726.255.3212
- Company : Heidenreich-Monahan
- Job : Security Guard
- Bio : Maiores enim saepe ducimus laboriosam adipisci eum. Blanditiis earum officiis magnam modi earum dolore animi aut. Cupiditate impedit ut enim est consequatur vel.
Socials
twitter:
- url : https://twitter.com/mandy3765
- username : mandy3765
- bio : Facilis veniam laboriosam qui eveniet repellendus. Nobis dolor possimus magnam. Voluptas velit voluptatem non id perspiciatis.
- followers : 4208
- following : 2677
linkedin:
- url : https://linkedin.com/in/mandygorczany
- username : mandygorczany
- bio : In ducimus maxime numquam aut doloremque.
- followers : 6136
- following : 1118
instagram:
- url : https://instagram.com/mandy_xx
- username : mandy_xx
- bio : Quo iusto amet expedita et accusantium rem. Vel enim consequatur corporis aut dolor aut est.
- followers : 3662
- following : 1007
tiktok:
- url : https://tiktok.com/@mandy273
- username : mandy273
- bio : Non enim deleniti aliquam ut nam autem facilis quia.
- followers : 3794
- following : 27
facebook:
- url : https://facebook.com/mandy4077
- username : mandy4077
- bio : Repudiandae similique laudantium omnis necessitatibus optio dolores totam.
- followers : 729
- following : 307
