Owners of Herald Center unveil big plans to visually transform the address and attract new retailers to 34th Street.
The ‘bowtie’ formed by the convergence of Broadway, 34th Street, and Sixth Avenue has become one of the city’s busiest and most exciting intersections. Anchored by Macy’s on the northwest corner, this urban beehive also boasts fabulously successful Gap and Victoria’s Secret stores, meticulously maintained parks at Herald and Greeley Squares, and popular pedestrianized stretches of Broadway. It is truly the heart of the 34th Street District.
Now, an article in the NY Post indicates that Herald Center, located at the intersection’s southwest corner, is about to get a major upgrade. Real estate columnist Steve Cuozzo reports that Herald Center’s owner JEMB Realty is planning a $50 million beautification project that will transform the building’s dark façade and add air and color. The improvements are part of JEMB’s effort to attract high-profile brands to the retail space that will soon be available on the lower floors.
The planned improvements and reconfiguration of retail space, along with its location - “The site enjoys Manhattan’s possibly best subway and bus connections on a corner where 100 million pedestrians pass each year,” writes Cuozzo – will be another big plus for the city’s greatest retail shopping district.
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