The new building was designed by architects Trowbridge and Livingston as a 32-story tower capped by a 9-story fireproof pyramid for storage. At 540-feet it was to be the third tallest tower in New York behind the Singer Buildingand the Metropolitan Tower. The top of the Singer Building's slender tower is visible in the background of May 5, 1911 (photograph B17469) and June 6, 1911 (B17559).
| May 3, 1911 | |
| May 3, 1911 | |
| May 5, 1911 | |
| May 5, 1911 | |
| May 9, 1911 |
| May 15, 1911 | |
| May 25, 1911 | |
| June 6, 1911 | |
| June 6, 1911 |
| July 5, 1911 |
| August 3, 1911 |
| September 5, 1911 |
