Look Building

History and architecture

The 21-story Look Building dates to 1948-50, when the minimalist aesthetics of European Modernism first began to transform the character of “setback” office buildings. Located on the west side of Madison Avenue, between 51st and 52nd Streets, this handsome mid-20th century modern structure combines tiers of ribbon-like windows with tightly-rounded corners and setbacks faced with white brick to create a unique and memorable silhouette.

Two second-generation, family-run, businesses were responsible for its construction: Uris Brothers, developers, and Emery Roth & Sons, architects. Though they first began to collaborate in the mid-1920s, it wasn’t until the death of each firm’s founder in the mid1940s, that the sons Percy and Harold D. Uris and Julian and Richard Roth, began to focus on commercial development. This informal partnership, which lasted until the 1970s, produced a great number of large Manhattan office buildings.

Richard Roth, who attended the Massachusetts Institute of Technology, served as lead architect. Planned to be stylish and profitable, the building closely followed the requirements of the 1916 zoning code to maximize the square footage while using industrial materials to create sleek, streamlined elevations that suggest the influence of not only the German Expressionist architect Erich Mendelsohn, but also the 1931 Starrett-Lehigh Building and the 1947 Universal Pictures Building in Manhattan.

The new structure was named for Look magazine, which was part of the Cowles media empire. With a strong emphasis on photography, Look became one of the most widely-read magazines in the United States and it remained at this location until ceasing publication in 1971. Other prominent tenants included Esquire Magazine; Pocket Books; the music publisher Witmark & Sons, where singer-songwriter Bob Dylan made some of his earliest studio recordings; the industrial designer Raymond Loewy, and the building’s architects.

During the late 1990s, a major and sympathetic restoration of the facade was undertaken by the architects Hardy Holzman & Pfeiffer Associates. At this time, the steel windows were replaced with similar aluminum frames and a new entrance portico was created. The Look Building was listed in the National Register of Historic Places in 2004 and the facade is subject to a conservation easement filed with the Trust for Architectural Easements.