CUNARD BUILDING, 25 Broadway (Aka 13-27 Broadway, 13-39 Greenwich Street, and 1-9- Morris Street), Manhattan

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CUNARD BUILDING, 25 Broadway (Aka 13-27 Broadway, 13-39 Greenwich Street, and 1-9- Morris Street), Manhattan Landmarks Preservation Commission September 19, 1995; Designation List 266 LP-1928 CUNARD BUILDING, 25 Broadway (aka 13-27 Broadway, 13-39 Greenwich Street, and 1-9- Morris Street), Manhattan. Designed 1917-19; built 1920-21. Benjamin Wistar Morris, architect, and Carrere & Hastings, consulting architects. Landmark Site: Borough of Manhattan Tax Map Block 13 , Lot 27. On May 16, 1995, the Landmarks Preservation Commission held a public hearing on the proposed designation of the Cunard Building and the proposed designation of the related Landmark Site (Item No. 3) . The hearing had been duly advertised in accordance with the provisions of law . Eleven witnesses spoke in favor of designation, including Councilwoman Kathryn Freed and representatives of State Senator Catherine Abate, the New York Chapter of the American Institute of Architects, the Municipal Art Society, the New York Landmarks Conservancy, the Fine Arts Federation, and the Seaport Task Force of Community Board 1. No one spoke in opposition to designation. A representative of the owner attended the hearing but took no position regarding the proposed designation. The Commission has received several letters and other statements in support of designation including a resolution from Community Board 1. Summary Located at the head of of the varied spaces within, Bowling Green and and two loggia-like extending through the elements of the central block to Greenwich Street, section, which visually the twenty-two-story balance the slightly Cunard Building is among projecting end pavilions. lower Manhattan's most The judiciously employed architecturally and nautical iconographic historically significant program of Rochette & edifices. It was designed Parzin i is an in 1917-19 by Benjamin acknowledgment of the Wistar Morris, a talented client and principal architect who received occupant of the building, much critical acclaim for the Cunard Steamship Line his scheme. The Ltd. Founded in 1840 by building's refined neo­ Nova Scotia businessman Renaiss ance skin Samuel Cunard, the Cunard embellishes a structure that company pioneered used subtle setbacks and transatlantic shipping and ample, well-located open travel. From mid-century courts to address the on, Cunard maintained a natural light and presence on or near ventilation demands made Bowling Green, as part of by the 1916 Zoning "Steamship Row," and Resolution. Morris's eventually erected this tripartite design for the building, its own New limestone facade - an York headquarters, in important component of 1920-21. The building was the masonry "canyon" built through Cunard's walls which have come to affiliate, the Twenty-five symbolize lower Broadway Corporation, an Manhattan and especially organization which retained lower Broadway - is characterized by its arcaded ownership until the 1960s, when operations were first story, the arrangement of which is a reflection moved uptown. DESCRIPTION AND ANALYSIS Development of the Site cross the Atlantic, in 1833, from Canada to England, Situated at the southernmost section of Broadway, and six years later received the contract from the where that thoroughfare widens into Bowling Green, British government to carry the mails fortnightly to the site of 25 Broadway has long been associated with and from Liverpool, Halifax, and Boston. In maritime trade and travel. 1 As early as 1660, the association with others, he formed the British and location contained several Dutch colonial dwellings, North American Royal Mail Steam Packet Company, one of which belonged to Lucas Andries, a skipper which with its four ships began the first regular and part-owner of a trading yacht. In 1846, Swiss­ steamship service between the continents in 1840, and born restaurateurs Joseph and Lorenzo Delmonico, was a turning point in the conquest of steam over sail . who had been revolutionizing the eating habits of New During that year "Cunard's Line of Mail Steam Yorkers at other downtown locations since the 1820s, Ships"6 published its first advertisement in New York; opened a restaurant and hotel on the site. Reopened customers could send mail overseas via Cunard's New as the Stevens House hotel in 1856, it was frequented York agent, William F. Harnden, whose one-year-old by many whose fame derives from their association express service between New York and Boston was with shipping and other mercantile interests. The the first in the nation. "Stevens House" name survived into the twentieth When in 1847 a New York-based competitor century, when, as "the executive office centre for arranged to run a federally-subsidized steam-packet shipping interests in this country, "2 it applied to two line directly between New York and Europe, Cunard five-story buildings at the northeast corner of the responded by establishing direct service on a weekly block, and counted among its occupants the Russian­ basis between New York (via the Hudson River piers American Line Steamship Company. Three other in Jersey City) and Liverpool; eventually service was edifices on the site along Broadway accommodated extended to Glasgow and other European ports. By restaurants, an art publisher, a haberdasher, and the the 1850s Samuel's son, Edward, was listed in city offices of the Anchor Line Steamship Company. directories as the representative of his father's Facing Greenwich Street, along the western side of company, which maintained its address at 4 Bowling the site, stood a series of masonry buildings owned by Green for many years. That site and its neighbors, the Manhattan Railway Company and used as a collectively known as "Steamship Row" after all the repository for property lost on subway and elevated ticket-booking agents there, were replaced in 1899- trains of the IRT Company. Among the small 1907 by the United States Custom House. structures which had stood facing Morris Street was Subsequently, Cunard moved its offices to 29 the former home of Aaron Burr. Broadway and 21-24 State Street among other In February 1918 the long-established real estate downtown sites, before building its new headquarters firm of Irons & Todd acquired the individual lots for at 25 Broadway. $5 million and formed the construction concern of Cunard fared well in the competitive market of Todd, Irons & Robertson, Inc. 3 in preparation for the transporting passengers and packages across the erection of a large office building to be turned over Atlantic. To attract well-to-do customers, the ships after its completion to the Twenty-Five Broadway soon introduced steam heating and spacious, well­ Corporation, led by Cunard official Thomas Ashley illuminated public rooms. By the late nineteenth Sparks.4 Cunard's decision to build its own century, Cunard was closely associated with luxurious headquarters in New York - contemporaneous to the travel, far outstripping its rivals in that regard and remodeling in 1919-21 of No. 1 Broadway for the thus emerging as the premier British passenger line. headquarters of the International Mercantile Marine Furthermore, beginning in the 1860s, ships Company - signaled the city's growing supremacy as transported many emigrants to North America in a world port. The assemblage of property was the steerage, thus profiting from travel by low-income largest single possession in the lower part of passengers as well. Such dominance required constant Manhattan at that time and the largest real estate innovation to increase speed, safety, and (for some) transaction since the preparations for erecting the comfort: as the decades passed, technological Equitable Building a few blocks further north on advances replaced the 200-foot-long wood paddle Broadway. ships of the 1840s with the 600-foot-long quadruple­ Cunard Lines Company5 screw turbine liners of the 1910s. Cunard continued A leading Nova Scotia businessman engaged in to prosper, purchasing the competitor Anchor Line in banking, lumbering, shipping, and shipbuilding 1912 and Canadian Northern Steamship Company enterprises, Samuel Cunard (1787-1865) became a (Royal Line) in 1916, while remaining independent of pioneer of regular transatlantic steam navigation. He the acquisition-driven International Mercantile Marine was a co-owner of the first Canadian steamboat to Company. 2 After contributing substantially to the war effort, "palazzo" arrangement. 9 As buildings increased in Cunard emerged from World War I in a far healthier size and adjacent streets correspondingly grew darker position than many shipping companies. Recognizing - the often-cited, H-shaped Equitable Building (1912- the decreasing numbers of emigrants to North 15, E.R. Graham) comes to mind - reformers America, the company intensified its efforts to attract gathered approval in 1916 of the New York City luxury travelers and sought to capture the nascent Building Zone Resolution. That law, besides tourist trade. Its ships connected New York to restricting building uses to specific areas of the city, Liverpool, Bristol, Rotterdam, Antwerp, Hamburg, controlled the height and bulk of new structures. Southampton, and Cherbourg, while other routes Architectural delineator Hugh Ferriss, in his well­ serviced Philadelphia; Boston; and Portland, Maine. publicized renderings, studied the formal possibilities The intensive post-war rebuilding program added encouraged by the law and his collaborator, respected thirteen new ships, one rebuilt vessel, and impressive architect Harvey Wiley Corbett, articulated the ideas new headquarter buildings in Liverpool7 and New in words, opining that the architect had graduated
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