The Platform Opens The Boulevard, New Center’s First New Residential Construction in a Generation

The Boulevard, a six-story, 356,000-square-foot, mixed-use development on the northwest corner of Third Avenue and West Grand Boulevard developed by Detroit-based The Platform, opened today with Detroit Mayor Mike Duggan in attendance.
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The Boulevard
The Boulevard features 231 apartments, a 330-space garage and a number of storefronts. // Photo courtesy of Nadir Ali/The Platform

The Boulevard, a six-story, 356,000-square-foot, mixed-use development on the northwest corner of Third Avenue and West Grand Boulevard developed by Detroit-based The Platform, opened today with Detroit Mayor Mike Duggan in attendance.

The building, which is the first new residential construction in the New Center neighborhood in a generation, offers studio, one-, one-and-den- and two-bedroom residences, ranging in size from 534 to 1,185 square feet. Twenty percent of the apartments are offered as affordable housing at 80 percent average median income.

“New Center has not seen this kind of development since the 1980s, further proof that Detroit’s comeback is continuing to spread into the neighborhoods,” says Duggan who helped break ground on the project in late 2016. “At the same time, The Platform is providing quality housing options for Detroiters of all income levels, ensuring that everyone can take part in our city’s renaissance.”

The Boulevard is ideally situated for longtime Detroiters or newcomers, according to the developers, located in the heart of the city, near professional institutions and cultural gems, and features walkability and access to public transportation, such as the QLINE, MOGO stations, and bus routes, as well as major expressways.

Additional amenities include a clubroom, lounge, fitness center, an interior courtyard with barbecue terrace, private balconies, storage lockers, and secure fob access. The units include stainless steel appliances, granite countertops, in-home laundry, and balconies.

“The Platform is committed to the neighborhoods of our city, as well as quality, equitable development, and inclusiveness,” says Peter Cummings, executive chairman and CEO of The Platform, who plans to move into the building himself. “There are so many incredible things happening in Detroit, and we strongly believe that everyone deserves to be able to take part.”

Parking is tucked away and out of sight in a 330-space attached parking structure. Residential unit floor plans were a focus of the design effort, with the affordable units spread across all unit types and views.

The development also includes 17,500 square feet of ground-floor retail, so far home to a Comerica bank branch that opened last month. In January, Orangetheory Fitness will open its first Detroit location in the building, and Beyond Juice is to open this month.

“The Boulevard brings not only much needed quality housing for this ever-growing part of the city, but also much-needed retail for those who choose to call this historic neighborhood home,” says Clarke Lewis, The Platform’s project lead on The Boulevard. “We set out to create a development that is more than just a place to live, but a place to call home with true community, places to play and shop, and easy access to everything else our residents need.”

As part of its commitment to celebrating Detroit artists, The Boulevard also is home to a collection of local works done in a variety of mediums, including paint, neon, and repurposed fabric. The works celebrate boulevards around the world and the act of traveling from one point to the next.

The Boulevard was erected on the site of what was once a Howard Johnson Motor Lodge. Max M. Fisher, Peter Cummings’ father-in-law, helped break ground on that hotel in 1964. In 1978, the hotel was acquired by Henry Ford Hospital and turned into the New Center Pavilion. It was imploded in 1997 to make way for a parking lot.

“This is truly a new era in New Center, and I am honored to be a part of it,” Cummings says.

Other financial partners of The Platform in the development include Invest Detroit, the Michigan Economic Development Corp., Detroit Economic Growth Corp., and Fifth Third Bank.

The building was designed by Cline Design Associates PA of Raleigh, N.C., and built by Troy-based O’Brien Construction. The property is managed by Beztak.

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