Tonight, 200 Eleventh Avenue, the iconic new landmark in the West Chelsea Arts District designed by Annabelle Selldorf and built by Glauco Lolli-Ghetti of Urban Muse and Young Woo and Associates came to life with the launch of SNOB magazine, the Russian language magazine geared towards the growing Russian community in the USA.

On one of the most perfect evenings, a large, well-heeled crowd ascended to a dramatic penthouse in the building currently listed by Leonard Steinberg and Herve Senequier of Prudential Douglas Elliman for $ 17,5million. Beluga Caviar and Champagne were flowing, with thousands of candles and 2 bands playing. The dramatic double height loggia terrace boasted the most remarkable panorama of Midtown Manhattan as a backdrop. Nets owner Mikhail Prokhorov, the owner and publisher of SNOB, towered over the crowd, yet he never felt constrained by the 24ft ceilings of the large living room with views in every direction.

The magazine, operating out of a Dumbo office, will include a social-networking website and an elite club that hosts invite-only cocktail receptions, readings and film screenings around the U.S. The September issue features a cover story on Stepan Pachikov, the Russian founder of a handwriting-recognition software company. Snob will be distributed 10 times a year, running a circulation of 20,000 in New York.