New York architecture, planning and interior design firm CetraRuddy are set to transform the New Jersey Bell Headquarters Building tower in Newark. Built in 1929, the historic tower was designed by prolific Manhattan architect, Ralph Walker.

The 436,000-square-foot tower, which sits on 540 Broad Street in Newark, will be repurposed to accommodate 260 apartments and 60,000 square feet of office and retail space. Existing tenants like Verizon, whose headquarters are located in the building, are due to remain.

CetraRuddy, run by husband and wife John Cetra and Nancy J. Ruddy, has a strong pedigree in conversion projects. The firm are no stranger to Walker’s designs, having worked on the Walker and Stella Towers in Manhattan previously. As with those project, CetraRuddy will maintain much of the detailing and 1920s decorum found on and inside the building.

“This is an incredible landmark of this city and a national treasure, and we are delighted to help bring it new life,” said Cetra in a press release. “For Newark, this visionary project brings new vibrancy and economic vitality to Newark’s downtown center, while also preserving its renowned historic character.”

In 2005, the building’s art deco facade and lobby was listed on the National Register of Historic Places. Rising 20 stories (275 feet) the sandstone and buff brick facade features colonnades and motifs by sculptor Edward McCartan. At night, the facade and upper levels are illuminated to reveal McCartan’s detailing.

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