Silverstein’s unveils massive Hell’s Kitchen mixed-use tower

Silverstein Properties has unveiled a bold new vision for Manhattan’s West Side with The Avenir, a 785-foot-tall mixed-use tower that blends hospitality, culture, and gaming into a single destination across from the Javits Center. Proposed for the corner of 41st Street and 11th Avenue, the development would rise on a vacant lot currently owned by Silverstein.

Image Credit: Silverstein Properties, Binyan Studios

Developed in partnership with Rush Street Gaming and Greenwood Gaming and Entertainment, The Avenir would feature a 1,000-room luxury hotel, over a dozen bars and restaurants, and a state-of-the-art gaming facility. The project replaces a previous two-tower proposal with a single 45-story design from CetraRuddy Architecture and Steelman Partners.

The casino, located on the second floor, will include a sportsbook, poker room, VIP lounges, and a dramatic four-story bar offering panoramic views of the skyline. Above that, floors six through nine will host a culinary hall, boutique performance venue, conference center, spa, and rooftop pool, all designed to appeal to both tourists and locals.

Image Credit: Silverstein Properties, Binyan Studios

At the street level, Silverstein is focusing on placemaking. Multiple entrances will welcome guests from 41st Street and 11th Avenue, with a porte-cochère easing traffic flow for hotel drop-offs. The base will include a publicly accessible “Community Gallery” along 11th Avenue with 45-foot ceilings and rotating art exhibitions—a cultural space meant to serve neighborhood residents and highlight local creativity.

In response to community concerns and in coordination with Manhattan’s Community Board 4, the development team has committed to creating more than 100 fully affordable housing units off-site. These units, accessible via New York’s housing lottery, aim to address the growing need for permanent affordability in the area and draw on Silverstein’s prior affordable housing work nearby.

Sustainability is also a priority. The Avenir will be all-electric, using no on-site fossil fuels and incorporating recycled and renewable materials throughout.

Image Credit: Silverstein Properties, Binyan Studios

As New York's gaming license process heads toward a final decision at the end of 2025, The Avenir positions itself not just as a casino, but as a multi-faceted destination—a carefully integrated mix of commerce, culture, and community designed to elevate an often-overlooked edge of Midtown Manhattan.