Giuseppe Cipriani, named after his grandfather, who founded the original Harry’s Bar in Venice, loves Lower Manhattan: “It’s the most beautiful part of Manhattan. It’s definitely the oldest, and it’s where everything started.” It also reminds him of Venice because “it’s in touch with the water.”

In fact, as soon as the condominiums he’s developing at 55 Wall St. are complete, he plans to move downtown.

The bona fide booster acknowledges that the area “needs a little bit of help.” So, with Swiss jeweler de Grisogono, he created the Wall Street Concert Series, featuring rock ‘n’ roll performers in 55 Wall St.’s historic ballroom – the first site of the New York Stock Exchange and one of the newest holdings of the Cipriani family.

Why a rock concert? “Because we like rock,” Mr. Cipriani said.

Rod Stewart kicked off the series Tuesday, performing for more than 600 guests, including Amy Sacco, Amy Fine Collins, Serena Boardman, and Wall Streeters who were so entertained they gladly put their BlackBerries away.

This is the second concert series Mr. Cipriani has produced.

“The concerts are a lot of fun. They are the most beautiful evenings in New York that I’ve been to,” Mr. Cipriani said.

Upcoming performers are Sheryl Crow (April 26), Lionel Richie (May 25), Alicia Keys (June 23), Marc Anthony (September 15), and Stevie Wonder (sometime in October).

Proceeds will help the nonprofit Wall Street Rising produce its own concert series in the fall at the Tribeca Performing Arts Center. Performers are not yet confirmed, but the organization’s executive director, Julie Menin, said tickets will either be free or $10 each. And with tables of 10 going for as much as $125,000, you can bet the food and drink are up to the highest New York standards.

“55 Wall St. looked so beautiful,” Ms. Menin said of her experience at the concert. “It’s so fortunate that it’s open. It is one of the treasures of downtown.”