The Building: Alma, 30 West 21st Street.
The Amenity: Nightly turndown service.
The Pitch: The vogue for boutique-hotel-style living in a residential setting has reached a new level at the Alma, a conversion of the building that once housed Danceteria. The owners of the twelve units, priced from $6 million to $10 million, will be able to call upon the building’s two staff maids to come by in the evening and turn down the beds. The developers are also talking with Project Runway boy genius Christian Siriano, among others, to design custom uniforms for the housekeepers. Rooms will be tidied and pillows topped with Alma-branded, Jacques Torres–created chocolates. Condos will receive fancy floral arrangements each month, so the maids will primp those too. The only thing missing is a minibar stocked with Cristal.