New York probably has the most competitive real estate market in the world. In the discourse of the sector players, a market segment of "starchitects" or even an area designated as "architects row" is identified. Starting from the 611 West 56th Street Tower by the Pritzker Álvaro Siza, located northeast of Hell's Kitchen/Manhattan and completed in 2022, this presentation focuses on an exploratory discussion of the development, marketing, and reception of residential buildings by starchitects. In what urban context are these projects developed and what type of policies are underlying them? What are the motivations of developers in hiring a starchitect? What is the strategy/process and marketing narrative? Is there a social segment attached to this signature architecture? Based on a set of interviews and content analysis of multiple documents, the presentation will focus on four dimensions: 1º The urban framework of the project; 2º The network of actors involved in the process and the specific role of each; 3º The instruments and branding narrative of the "product" - the building and its author; 4º the profile of the residents. The presentation is a singular contribution to the discussion of the theme of starchitecture in the housing domain, going beyond the already more established discussion of the theme in the context of institutional buildings and urban renewal policies.

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