NYT: For TF Cornerstone, Home Is Where the Sign Is

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  • Client: TF Cornerstone

Trying to find the perfect place to live in NYC is like trying to find a needle in a haystack.  It often comes down to choosing between inexpensive rent, ideal location or enough space.  To find something with all three of these qualities is relatively unheard of, the kind of apartments you only hear about on television.

Well, as The New York Times’ Joyce Cohen recently wrote about in “The Hunt”, these apartments might be easier to find than you think.  Look no further than behind the Pepsi Sign in Long Island City.  For renters such as Renee McAdams, TF Cornerstone‘s new high-rise buildings hold the key:

“I had never been in Long Island City,” she said. “I am one of those people who doesn’t leave Manhattan. So I went there and was absolutely in shock.”

She was unaware of the transformation, starting in the late 1990s, that has filled Long Island City with residential towers boasting postcard views of Manhattan.

Seeing the sign at the newest TF Cornerstone building on Center Boulevard, she stopped in to see the model apartments. “I thought, ‘Boy, I wonder what this costs,’ ” she said, expecting Battery Park City prices.

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