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Luxury Casino Tower Revealed for Hell’s Kitchen
May 30, 2025, 10:09.29 am ET

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Rendering: Avenir/Silverseen Properties

A major new development could soon reshape Manhattan’s Far West Side. The Avenir, a proposed 785-foot mixed-use tower, has just released its updated design—blending hospitality, entertainment, and community space in a way the developers say is unlike anything else in New York City.

The project is a collaboration between Silverstein Properties, Rush Street Gaming, and Greenwood Gaming and Entertainment. If approved, it would bring a 1,000-room hotel, restaurants, a food hall, meeting spaces, a spa, and a new gaming venue to 11th Avenue between 40th and 41st Streets—just steps from the Javits Center. The developers estimate it would generate over 4,000 construction jobs and 5,000 permanent roles, while offering new cultural and economic opportunities for the surrounding community.

The building’s design, led by CetraRuddy Architecture in partnership with Steelman Partners, introduces a nine-story base topped by a 45-story hotel tower. The structure is intentionally sculpted to reduce its visual bulk while providing open, light-filled interiors—especially rare for gaming venues. A standout feature is the full-block community gallery along 11th Avenue with 45-foot ceilings, intended to spotlight local artists and host public programming.

The gaming floor, occupying less than 12% of the building’s total square footage, will include multiple levels with city views, along with a poker room, sports book, and live music lounge. Non-gaming areas—including the food hall, event spaces, and rooftop pool—will be accessible without entering the casino.

Silverstein, whose prior West Side developments include River Place and Silver Towers, plans to build more than 100 permanently affordable apartments at an off-site location nearby. The project is shovel-ready, with no major zoning changes or demolitions required.

Billed as a “neighborhood campus,” The Avenir is designed to knit together an area still fragmented by infrastructure gaps. With a focus on public art, walkability, and year-round activation, the development team says it aims to create a destination that benefits locals and visitors alike—and brings new energy to a long-underutilized stretch of the West Side.

For more details, visit www.theavenir.com.

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