Barnes & Noble: Safe…For Now

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!

The nonprofit behind the Union Square Greenmarket plans to open a new community space in the neighborhood to host events and classes on sustainability and nutrition, and provide a spot for other nonprofits in the city to gather near Union Square, according to GrowNYC Assistant Director Julie Walsh. The space, called “Project Farmhouse,” is expected to open at 76 E. 13th St., near Fourth Avenue, by November with a test kitchen, a conference room and a vertical grow wall with moving trays designed to rotate plants so they all get the ideal amount of water, fertilizer and light, said Kate Chura of GrowNYC, who is overseeing the project.

Zoning changes around Union Square, specifically to OUR zone, C6, are designed to make it easier for a wider variiety of businesses to set up shop at the ground floor level and above. The details are here. For example,

• Arcades

• Axe-throwing

• Billiards/pool halls

• Bowling alleys

• Escape rooms

• Golf simulator driving range

• Indoor go-karts

• Indoor skateboard park

• Interactive or virtual reality attractions

• Laser tag

• Miniature golf

• Observation towers

• Ping pong/table tennis

• Play spaces/family fun centers

• Wax figure exhibitions

• Seasonally: haunted houses and similar fright attractions

• Comedy shows

• Concerts

• Dancing

• Open-mic night or poetry reading

• 3-D printing

• Brewery

• Ceramic studio

• Jewelry making

• Wholesale and/or large-scale bakery

• Woodworking

• Other food and beverage producers, such as coffee roasters, ice cream makers, and shared commercial kitchen or food business incubator space

• Other makers

From Crain’s New York Business:

The P.C. Richard & Son store near Union Square is going the way of the cathode ray television set and VCRs.

The city’s Economic Development Corp. has announced a request for proposals to redevelop a city-owned site at 124 E. 14th St. that for the past 19 years has been home to a two-level building occupied by the electronics and appliance store.

The EDC is encouraging developers to pitch projects that include new office space for booming industries in the neighborhood, such as technology and creative businesses. According to the city’s guidelines, the development could provide fledgling companies with the space to get started and also a location for young but established firms to transition from incubator and co-working spaces that have sprouted around the city into their own digs.

Proposals may also include residential space, although a spokesman for the city said the EDC’s goal is an office-focused development. Current zoning on the site, however, would seem to encourage a residential component. About 140,000 square feet of housing can be built at the address versus about 93,00 square feet of commercial space. A project could be a blend of the two.

Midtown South has become the city’s hottest office market, with space in the vicinity of Union Square especially popular for its access to transit, shopping, restaurants and tony residential neighborhoods.

“The current site of the PC Richard store will serve as a new tech hub in Union Square, capitalizing on the academic and transit advantages offered by the neighborhood and its proximity to the Flatiron district,” said Maria Torres-Springer, president of the EDC, in a statement. “This is just one example of how we are finding creative uses for the assets we have in a city where space is harder and harder to come by.”

Bids for the property are due by February, the spokesman said, which is the same month that P.C. Richard’s lease is set to expire.