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Look Building ARCHITECT: Emery Roth & Sons DATE: 1948-50 STYLE: European Modernism The 21-story Look Building dates to 1948-50, when the minimalist aesthetics of European Modernism first began to transform the character of “setback” office buildings. That this handsome mid-20th-century modern structure combines tiers of ribbon-like windows with tightly-rounded corners and setbacks clad with a white brick to create a unique and memorable silhouette.

LOOK Building, October 26, 1951. Completed in 1950, the Look Building set a new standard for minimalist Modern office buildings. Needing to comply with zoning codes regarding setbacks, the 21-story structure renders those setback through uniform rows of windows and white brick, with tightly-curved corners. Its massing and setbacks give it a wedding-cake-like silhouette similar to a number of other Modern buildings in the city, namely the Starrett Lehigh Building. Designed by the firm of Emery Roth & Sons (by then led by the sons, as Roth died in 1948), the project was developed by Uris Brothers (also a second generation firm). According to the LPC Designation Report, "built on speculation, the Look Building needed to be fashionable, practical, and profitable." And the project was just that. Early tenants included the firm that designed it, famed industrial designer Raymond Loewry, and a number of publishers and magazines, including the eponymous publication, Look (much to the chagrin of fellow tenant Esquire). Today the building's tenants include the Municipal Arts Society.