The Latest on Park Renovations

Next week (January 7 to January 11),interior building material and equipment deliveries and installation work will continue on all floors inside the building as well as roof work.

The following week (January 14 to January 18),interior building material and equipment deliveries and installation work will continue on all floor as well as roof work.

This weekend the site will be open on Saturday, January 5th for interior and superstructure related activities between the work hours of 7AM and 5PM as permitted by the City.

New to the neighborhood: Layers Bakeshop at 209 East 14th St., between 2nd and 3rd Aves.

You’ll find it on 12th St. just west of University. Early reviews are great (although likely phony).

This time it’s for real. Maybe. On Thursday, the 14th St. Busway will go live, bringing with it an unknown amount of change and perhaps chaos the neighborhood. Once it’s in effect, the Busway will mean that the only way to get crosstown westbound without interruption will be on 13th St. since neither 11th St. nor 15th St. cut across town uninterrupted. Will 13th St. become a nightmare? We shall soon see.

Join The New School’s Fabio Parasecoli for New York City’s first college pop-up class will at Union Square’s Greenmarket on Wednesday, April 20 at 11 a.m.

A world-travelled food and culture expert, Fabio leads The New School’s Food Studies program, which examines the cultural, political, and economic significance of how and why we eat.

With the Greenmarket as his classroom, Professor Parasecoli will conduct a unique cultural, historical, and environmental lesson in food – with the farmers as participating experts – as collective thoughts turn to spring produce, Easter dinners and Passover recipes.

At the end of the pop-up class, he’ll offer up a Greenmarket recipe and answer questions. The class starts by the statue of Gandhi at the south-west corner of Union Square–look for The New School signs!

Gothamist reports:

A cereal saloon? In Union Square?? In this economy??? Not anymore, I’m afraid: The Kellogg’s NYC cafe, a large windowed box where tourists could pay too much to eat cereal suspended in midair, has closed. “Closed abruptly,” according to Eater, its empty husk reimagined as a holiday pop-up slinging fancy donuts.
The Kellogg’s NYC website confirms the closure: “We are sincerely thankful for the support of all our great guests of this unique cereal experience,” it screams in all caps. “While Kellogg is busy creating the next adventure, the Union Square Space will be open as a White Box space through our partner Co.Create NYC for events.”

If, in turn, you were wondering what a White Box space is, here’s some start-up word salad for you to digest: “The White Box is where brainstorms become brand activations, product innovations become pop-ups, fever dreams become private parties.” (On which most of Union Square would theoretically be able to spy, considering the whole storefront is glass.)

In June of 2016, Kellogg’s NYC opened its first cereal cafe in Times Square, offering tourists bowls of refined carbohydrates for the totally-reasonable-what-do-you-mean price of $6 to $8. The menu had been enhanced by Christina Tosi of Momofuku Milk Bar, possibly to justify the price, I guess? Anyway, the venture’s perhaps improbable success prompted a move to a bigger space overlooking Union Square in 2017, a boom year for Instagrammable cereal, for whatever reason. Located at 31 East 17th Street, the new digs were more than five times bigger than the old ones, according to Eater. Kellogg’s dropped prices — $1.50 for your basic bowl of Frosted Flakes (a family-sized box of which currently costs $3.79 at Target) or Special K; $4 for a jazzed-up bowl with toppings — but this more affordable fare does not appear to have done the trick.

Kellogg’s NYC did not address Gothamist’s questions about the reason for the departure, so we can’t say for sure what prompted the closure. Still, a slew of better-established businesses have vacated the neighborhood in recent months and years, typically citing rents rising at wildly unrealistic rates. Coffee Shop shuttered in October 2018, to be replaced by a Chase Bank and by CHLOE. In January, Blue Water Grill closed its doors, a spokesperson for its owner (an actual billionaire) explaining, “Even though this is one of New York’s most successful restaurants, it can’t be successful with a $2 million plus rent.” In 2017, popular eatery Republic announced its impending relocation, due to the mounting financial burden of a Union Square lease, and in 2015, Danny Meyer explained that he had to move his Union Square Cafe because of “untenable rent escalations.”

Meanwhile, demand for Kellogg’s product has reportedly been waning across the board. Without knowing exactly how much it costs to rent a centrally located sky lounge, one designated specifically for the consumption of Frosted Mini Wheats and their ilk, it’s hard to guess at the overhead Kellogg’s NYC faced. It seems reasonable to expect, though, that the rent would be high — too high, even, for Big Cereal to justify?!?! What have we come to??

But take heart, my Froot Loops, because a statement from Kellogg’s suggests the brand isn’t done with you yet:

We have been lucky to have wonderful support from cereal fans and media alike. We are committed to continuing to bring more unique and engaging experiences to Kellogg’s cereal fans in the future. Kellogg has loyal, passionate fans that constantly seek the chance to interact with our iconic brands. We believe this includes in-person experiences that push the imagination and provide unexpected opportunities to experience cereal, something they’ve been connected to their entire lives, in a completely new way. That was our belief when we opened the first café and fans have responded positively and asked for more ever since. Stay tuned for updates on our next chapter!