By  on September 14, 2005

Let the bidding begin. Luxury lofts at André Balazs' new residential tower, M40, are now officially for sale, starting at a cool $2.3 million. Sure it sounds like a bit much for a place on the southern edge of SoHo at Grand and Mercer Streets, but look at it from Balazs' perspective: "One can think of this almost as [buying] a suite at the Mercer Hotel," he said. His point is actually not far off, considering apartment owners at M40 will have access to a number of hotel-like amenities, including room service, a private pool and gym, parking and a concierge who will find someone to walk a dog or fill a pantry.

So far, 13 of the 40 available units have been presold to buyers of the Mercer Hotel demographic: "a little Los Angeles, a little fashion, a little Europe and I think a number of people who had been living uptown," he said.

Marc Jacobs, whose show Balazs attended Monday night with his girlfriend, Uma Thurman, lives at the Mercer when he's in town, so is he picking up an address at M40? Balazs wouldn't comment, but said word of mouth has brought in potential bidders and he's created a children's book that will be sent out to lure others. It's titled "A SoHo Love Story" and tells of the romance between two Chihuahuas, and then between their two owners, and then eventually between their owners and M40.

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