West End Ave is a simple apartment in New York's Upper West Side designed by General Assembly. This redesign takes place within a historic pre-war building (designed by Gaetano Ajello), an important architect of the early 20th century, combining the elegance of its origins with a modern and timeless aesthetic. The architectural heritage is respected by referencing classic pre-war design, characterised by its ornate exterior walls, elaborate forms and stone carvings. These elements are cleverly integrated into the design of the apartment through the choice of materials, complemented by the simplicity and warmth of plenty of custom wood products. THE NEWLY CONCEIVED LAYOUT RETAINS THE UNIQUE LIVING AREAS OF TYPICAL PRE-WAR LAYOUTS, BUT HAS BEEN RESTRUCTURED TO ENHANCE NATURAL LIGHT, LANDSCAPE AND ADAPT TO MODERN LIVING NEEDS. This includes larger, more open social spaces for events.

In terms of decoration, the apartment deliberately uses material contrasts to highlight its beauty. The kitchen is a focal point, and the design is both warm and practical, connected to the living area through elegant sliding doors. It features a stone countertop, marble island table and integrated white oak table, creating a comfortable and open environment. The living room features a custom coffee table made of white oak and lime, enhancing the organic feel of the space. The storage solution is cleverly integrated into the entire apartment, including custom built-in appliances that match the original building details. A standout feature is the bar near the dining area, which features high-gloss finishes, unpainted brass cabinets, marble countertops and smoky glass mirrors. The hallway also benefits from thick plaster racks with hidden drawers.

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