Juliette, a new luxury apartment community from Southern Land Company, is officially in pre-leasing mode in downtown White Plains, bringing another high-end tower into the city’s increasingly crowded skyline. The nearly 335,000-square-foot project is set to wrap 177 rental residences around a central amenity deck, with first move-ins targeted for this spring and rents starting at $2,640 a month. The building is being marketed to commuters, pet owners and renters who want condo-style finishes without taking on a mortgage.
Project Details And Design
Juliette’s lineup runs from studios to three-bedroom apartments, with 24 pet-friendly floor plans ranging from roughly 626 to 1,868 square feet, according to Southern Land Company. Standard interiors, the developer says, will include quartz countertops, LED front-lit bathroom mirrors, stainless steel appliances, custom modular closets, keyless entry and in-unit washer-dryers.
Tim Downey, SLC’s founder and CEO, said in a statement that “Juliette will bring a new standard of living to downtown White Plains,” positioning the project as a step up in finish level for the area’s rental stock.
Location And Commuting
Located at 250 Mamaroneck Avenue, Juliette sits a short walk from two Metro-North stations and Bee-Line bus routes, with direct access to major highways and Westchester County Airport, as reported by Mid-Hudson News. The developer is clearly eyeing commuters headed for Grand Central as well as frequent fliers moving between regional airports. Construction on the project began in the summer of 2022.
Amenities For Residents
Juliette’s amenities revolve around a central resort-style pool and spa deck that will feature firepits, a BBQ area and a lawn with games, according to Southern Land Company. Inside, residents can expect a fitness center, a clubroom with a demonstration kitchen, a co-working lounge and a pet grooming spa, along with EV charging stations and garage parking.
The ground floor is slated to include a new Starbucks, and select apartments will come with private balconies, double vanities and built-in desks or dry bars, aiming squarely at hybrid workers and amenity-conscious renters.
Developer Investment And The YMCA
The Juliette project is part of what Southern Land describes as a broader $100 million investment in downtown White Plains that also included financial support to help the YMCA of Central and Northern Westchester secure a new facility, as reported by Mid-Hudson News. After a multiyear partnership that began in 2019, the YMCA now operates out of 148 Hamilton Avenue.
Rents And The Local Market
Local rental trackers put average asking rents in White Plains in the low-to-mid $3,000s, which means Juliette’s $2,640 starting rent lands at the lower end of the city’s current range, according to data from Zillow. That pricing gap suggests the building could pull in renters who are being squeezed in nearby neighborhoods, while still adding fresh luxury inventory to the downtown submarket.
Leasing And Tours
Southern Land and the Juliette leasing team are now fielding inquiries and lining up hard-hat tours for interested renters. For current availability and appointments, prospective tenants can visit Juliette's leasing site. Expect a phased release of units as construction hits completion milestones and final permits are issued.
With downtown White Plains steadily adding new residential projects, Juliette will serve as an early test of how deep demand runs for condo-grade rentals in Westchester’s busiest CBD. The next few months will show whether Southern Land’s approach becomes a template for more developments that could further reshape the city’s housing mix.
