VICKTROLA

Situated between Midtown East and the Upper East Side, VICKTROLA PROJECT will rise among Manhattan's various buildings with the aim of capturing and reimagining the enviable lifestyle associated with the high society of Manhattan. In the late 19th century, Mrs. Astor pioneered a New York style inaccessible to all, hosting her first private party and sending invitations to the prominent names of New York's high society, known as "the four hundred." Soon after, a movement exclusively embracing the elite of the Upper East Side emerged, characterized by extravagant private parties exuding opulence and disdain for the outside world. New York society was entering a new era of extravagance, from jazz parties at Studio 54 to events at the Stork Club and galas at the Ritz Rock Club. The Manhattan high society was globally envied for its secrecy and exclusivity within that private circle. With its long history of wealth, rivalry, and scandals, today's members are compelled to maintain a low profile, partly due to the rise of social media, creating a conflict with the surrounding world. VICKTROLA's purpose is to bring to light the history of New York's elite, recreating that secure, extravagant, and uncomplicated environment while preserving the values and traditions that gave rise to the most important and envied social class of all time, all within a modern and classy context.