Although West 42nd Street is one of the busiest streets in Manhattan, the blocks west of Tenth Avenue were never rezoned from their historic status as a Manufacturing District related to the docks along the Hudson River. As new development moved through Times Square westerly to the Hudson new zoning was required to incentivize development in the area. A team was organized by the original owners of the block from Eleventh to Twelfth Avenue to negotiate with the City Planning Commission, Community Board 4, and various other agencies to change the area from a low density manufacturing district to a high rise mixed use community. IDA (with WQB Architecture) worked with Howard Zipser of Stadtmauer Bailkin LLP to change the zoning and subsequently with Newmark Realty to resell the property for development. The property was recently completed by the Moinian Group and named The Atelier, a 50-story luxury condominium.