Madison Avenue is a north-south avenue in the borough of Manhattan in New York City, United States, that carries northbound one-way traffic. It runs from Madison Square (at 23rd Street) to meet the southbound Harlem River Drive at 142nd Street. In doing so, it passes through Midtown, the Upper East Side (including Carnegie Hill), East Harlem, and Harlem. It is named after and arises from Madison Square, which is itself named after James Madison, the fourth President of the United States.
Madison Avenue was not part of the original New York City street grid established in the Commissioners' Plan of 1811, and was carved between Park Avenue (formerly Fourth) and Fifth Avenue in 1836, due to the effort of lawyer and real estate developer Samuel B. Ruggles who had previously purchased and developed New York's Gramercy Park in 1831, who was in part responsible for the development of Union Square, and who also named Lexington Avenue.
Since the 1920s, the street's name has been metonymous with the American advertising industry. Therefore, the term "Madison Avenue" refers specifically to the agencies, and methodology of advertising. "Madison Avenue techniques" refers, according to William Safire, to the "gimmicky, slick use of the communications media to play on emotions."
383 Madison Avenue is an office building owned and occupied by JP Morgan Chase in New York City on a full block bound by Madison Avenue and Vanderbilt Avenue between 46th and 47th Streets. Formerly known as the Bear Stearns Building, it housed the world headquarters of the now-defunct Bear Stearns from the building's completion until Bear's collapse and sale to JPMorgan Chase in 2008. The building now houses the New York offices for J.P. Morgan's investment banking division, which formerly occupied 277 Park Avenue. Both 383 Madison and 277 Park are adjacent to JPMorgan Chase's world headquarters at 270 Park Avenue.
Designed by David Childs of Skidmore, Owings & Merrill LLP, it is 755 ft (230 m) tall with 47 floors. Hines Interests managed the development process for Bear Stearns. It was completed in 2001 and opened in 2002, at which time it was, by some reports, the 88th tallest building in the world. The building has approximately 110,000 rentable square meters (1,200,000 sq ft).