**Durst Organization Rebrands Office Towers with ‘Grand Central East’ Moniker**
The Durst Organization has officially rebranded two of its Midtown Manhattan office towers—655 Third Avenue and 733 Third Avenue—as “5 Grand Central East” and “11 Grand Central East,” respectively. The new names reflect the buildings’ prime locations near Grand Central Terminal and mark the first official use of the “Grand Central East” designation, following approval from Manhattan Borough President Mark Levine.
“This new identity speaks directly to what tenants are looking for—high-quality office space with close proximity to Grand Central Station, providing their teams with a seamless, efficient commute,” said Jody Durst, president of The Durst Organization. “Designating these properties as 5 and 11 Grand Central East reinforces their stature as key assets near one of the busiest transit hubs in the world.”
Durst is currently undertaking $16 million in capital improvements at 5 Grand Central East, including the integration of a state-of-the-art building management system to enhance operational efficiency and tenant experience. These upgrades are part of a broader $60 million investment made across both properties over the past decade, emphasizing the company’s long-term commitment to maintaining high-caliber office environments.
By aligning these properties more closely with the Grand Central area, Durst aims to attract and retain top-tier commercial tenants seeking accessibility and modern amenities in one of Manhattan’s most dynamic business districts.
