The Bradford: Bed-Stuy Rental Changes Name Yet Again, Is Now Courting Luxury Tenants

The Bradford, we were recently informed via a press release that landed in our inbox, "brings luxury living to Brooklyn's heartland."

Luxury housing pushes into Bed-Stuy.
Luxury housing pushes into Bed-Stuy.

The Bradford, we were recently informed via a press release that landed in our inbox, “brings luxury living to Brooklyn’s heartland.”

The Bradford also brings green building to Brooklyn’s heartland and affordable housing to Brooklyn’s heartland, Brooklyn’s heartland being the Stuyvesant Heights section of Bed-Stuy, which had, until recently, a lot of de facto affordable housing and not very much explicitly “luxury” housing.

If you’re feeling confused, so, it seems, is the Bradford. The 105-unit development was formerly known as the Acacia, and briefly before that 1560 Fulton Street (which is still, of course, the building’s address). Though at the very beginning it was also the Bradford.

To avoid confusion (we assume) the new promo site has omitted the address entirely.

The latest sales pitch appears to be an attempt to find tenants (or new tenants?) for the remaining market-rate rentals—the building’s affordable units rented swiftly. Developed by BRP Companies, HDC and the Goldman Sachs Urban Investment fund (the project was built on a lot formerly owned by the city), the building boasts lots of posh touches like dual-flush, water-saving toilets, washer/dryers, granite countertops, double-doored stainless steel fridges and walnut floors. “Make your pals green with envy over dinner conversations on how GREEN your building is. You will find it easy to take pride in your apartment… when you know that your residence is LEED GOLD certified.”

There’s also a red-rose garden, full-time doorman so you can “snooze with abandon knowing that the 24-hr doorman and security staff are there to add to your, your friends’, and your family members’ sense of safety” and gym where you can “sweat out the stress of your daily grind in private fitness facilities. Who needs that public locker room experience…. shower off the gym grime in your own bathroom!”

Who indeed?

It all sounds greatly appealing, even if the units themselves look fairly cookie-cutter, were it not for the prices: one-bedrooms that start at $2,096? We’re not in Williamsburg here. In fact, despite its proximity to the Stuyvesant Heights Historic District, the building is on the corner of Albany Avenue, beyond the Kingston Throop C train station, which is to say, kind of a schlep to Manhattan on the local train.

The developers are, it seems, testing the waters of what renters will pay for new construction in areas further and further beyond the crescent of Brooklyn that hugs the East River. It certainly seems that the target resident is a professional Manhattanite, given that the website feels the need to explain Bed-Stuy—”a vibrant and continually evolving neighborhood” where “unfolds both Brooklyn of the past and Brooklyn of the future” whose “serene tree-lined streets and stately brownstones [create] a welcome respite from the hustle of daily life.” Which is a little far from the truth given that Fulton is not entirely a respite from the city, being one of the main commercial thoroughfares in the neighborhood.

Just as 1560 Fulton is a little far from the “nearby” amenities touted in the release: Bedford Hall is a mile away, Bedford Hill Coffee Bar is 1.4 miles (about a half-hour walk) and Catfish 1.2 miles.

But then, as Aleksandra Scepanovic, Managing Director of Ideal Properties Group, which is marketing the development, wrote in the release: “The lack of inventory is impacting the entire borough, including this historic neighborhood.”

So, you know. The Bradford: Bed-Stuy Rental Changes Name Yet Again, Is Now Courting Luxury Tenants