Flatiron Building - History of The Site

History of The Site

The site on which the Flatiron Building would stand was bought in 1857 by Amos Eno, who would shortly build the Fifth Avenue Hotel on a site diagonally across from it. Eno tore down the four-story St. Germaine Hotel on the south end of the lot, and replaced it with a seven-story apartment building, the Cumberland. On the remainder of the lot he built four three-story buildings for commercial use. This left four stories of the Cumberland's northern face exposed, which Eno rented out to advertisers, including the New York Times, who installed a sign made up of electric lights. Eno later put a canvas screen on the wall, and projected images onto it from a magic lantern on top of one of his smaller buildings, presenting advertisements and interesting pictures alternately. Both the Times and the New York Tribune began using the screen for news bulletins, and on election nights tens of thousands of people would gather in Madison Square, waiting for the latest results.

During his life Eno resisted suggestions to sell "Eno's flatiron", as the site had become known, but after his death in 1899 his assets were liquidated, and the lot went up for sale. The New York State Assembly appropriated $3 million for the city to buy it, but this fell through when a newspaper reporter discovered that the plan was a graft scheme by Tammany Hall boss Richard Croker. Instead, the lot was bought at auction by William Eno, one of Amos's sons, for $690,000 – the elder Eno had bought the property for around $30,000 forty years earlier. Three weeks later, William re-sold the lot to Samuel and Mort Newhouse for $801,000. The Newhouses intended to put up a 12-story building with street-level retail shops and bachelor apartments above, but two years later they sold the lot for about $2 million to Cumberland Realty Company, an investment partnership created by Harry S. Black, CEO of the Fuller Company. The Fuller Company was the first true general contractor that dealt with all aspects of building construction except design, and they specialized in building skyscrapers.

Black intended to construct a new headquarters building on the site, despite the recent deterioration of the surrounding neighborhood, and he engaged Chicago architect Daniel Burnham to design it. The building, which would be the first skyscraper north of 14th Street, was to be named the Fuller Building after George A. Fuller, founder of the Fuller Company and "father of the skyscraper", who had died two years earlier, but locals persisted on calling it "The Flatiron", a name which has since been made official.