Custom-Made Juice Cleanse Purifies Residents of UES Condo

By Amy Zimmer on September 25, 2012 8:42am 

MANHATTAN — If your apartment building had a drink created in its honor, what ingredients would it have?

For the new luxury condo overlooking the East River at 515 E. 72nd St., which boasts a half-acre private park, yoga sanctuary, 56-foot indoor pool, climbing wall and Elements Spa with Flower Essence consultations, among other upscale wellness amenities, the signature drink is a juice cleanse regimen custom designed by the health-conscious celebrity favorite Organic Avenue.

The juice company devised a one- to five-day cleanse for residents called the Love*515 cleanse, which can be prepared and delivered to residents on demand. They're also offering Organic Avenue's full menu of juices, smoothies, booster shots, and even a round of salads, wraps and desserts during delivery hours.

"We wanted to provide 515 owners with an all-juice cleanse that would flood their bodies with nutrients," Denise Mari, founder of Organic Avenue said in an email.

A sample day of Love*515 includes a chlorophyll shot (believed to fight infections and heal wounds, according to the company's website); a 14 oz. grapefruit juice; a 14 oz. "master tonic" (purified water, lemon juice, coconut sugar and cayenne pepper); a 14 oz. "Green LOVE*" (a blend of greens, pear and lemon); a 14 oz. "Veggie Vibe" (mix of carrots, beets, spinach, swiss chard and more); a 14 oz. cucumber juice; and a 14 oz. almond "mylk".

The building approached Mari's company to start the venture, and Organic Avenue seized the chance to reach new people to share its mission of helping "people learn how to transition and maintain a healthy lifestyle that is pleasurable and sustainable, while also friendly to people, animals and the environment," she explained.

Just as the apartments aren't cheap — ranging from $699,000 for a studio to $12.325 million for a penthouse — neither is the cleanse.  The Love*515 will cost residents $75 for a one-day cleanse, $210 for three days and $330 for five days.

But if interest in the building is any indication, the juice could fly off the shelves. Roughly 68 percent of the 330 units are already sold, the marketing company said. The building is hoping the cleanse will be a new enticement.

"Organic Avenue is not only popular with celebrities including Gwyneth Paltrow, Alicia Silverstone, Jake Gyllenhaal, Liev Schreiber and Naomi Watts," Elaine Diratz, of Corcoran Sunshine Marketing Group, the sales agent for 515 East 72, said in a statement announcing the cleanse on Monday, "it is also a neighbor with a location on Lexington Avenue between 73rd and 74th streets."

This Upper East Side building is not the only one embracing a vegan-friendly ethos.

On the Lower East Side, the 110-unit Madison Jackson, in a former public school at 371 Madison St., 24-hour room service from an on-site juice bar with vegan options will be available for those who get kale chip cravings at 2 a.m. (That's in addition to a Jivamukti yoga studio and in-house nutritionist.)

But the East 72nd Street building is taking the health-centric pampering to a new level of luxury.

Mari said that Organic Avenue is also working with the residents'-only Elements Spa on a massage to compliment the LOVE*515 cleanse.

"Together they create the perfect detoxifying treatment," she said. "The body will soon feel lighter thanks to the removal of toxins and balancing of the immune system more efficient."

At the building's demonstration kitchen, Organic Avenue will also host events to discuss its philosophy and products.

Whether other buildings will follow call on the company to make their own cleanses remains to be seen.

"[We] are open to discuss appropriate activities at other residential buildings that will continue our mission of educating people about healthy living and the raw/organic/vegan lifestyle," Mari said.

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