Tree-lined Perry Street in the West Village is one of Manhattan\u2019s most prized neighbourhoods. Despite gentrification, some things \u2013 including certain residents \u2013 have remained as they always have been over the decades. Lee Gross, a feisty and sharp nonagenarian trailblazer who was pivotal in shaping the cinematic documentation of...
and more. Gross was, you could say, an originator of content marketing, one of the first to really understand the power of BTS photography and its ability to reel in the viewer. Before her, film studios had nothing but big glossy poster imagery to sell their films. She saw the value in capturing the action as it happened.
‘What to me is interesting in retrospect is how one thing led to another,’ she says. She is talking about the evolution of her career, but that state is as applicable to her personal life and building her home. It was 1990 when Gross and her husband were looking to relocate from their spacious 2,200 sq feet apartment on 277 West End Avenue, with its 12 closets and a foyer that held a piano.
The couple had already brought on board the architect Peter Moore, a specialist at transforming industrial buildings into residential ones, including the famous Area nightclub on Hudson Street, which he converted into condo apartments. The Perry Street building, explains Gross, was previously a warehouse; many of the other tenants had covered over the arched rough brick ceilings, but hers is still exposed and ‘characterful’.
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