Manhattan Mall

original article posted at LiveMalls

Manhattan Mall, Entrance at 6th Avenue and 33st Street. Photographed 4/28/07 by Steven Swain

Manhattan Mall is located in Herald Square at the corner of 33rd Street and Sixth Avenue in New York. The building originally opened in 1910 as the flagship store for the iconic Gimbels department store chain, and was open until 1986 under that nameplate.

When Gimbels closed, the massive store was modernized and reconfigured as a vertical mall originally called A&S Plaza, which opened in 1989 with an 8-story Abraham & Strauss department store as its pimary anchor.

A&S's parent company, Federated Deaprtment Stores, merged with R.H. Macy Co. in 1994, and eventually combined the A&S and Macy's nameplates into a single Macy's brand. Since Macy's already had a store two blocks away, Federated transfered the former A&S to its Stern's division.

With Stern's as an anchor, the mall changed its name to Manhattan Mall and witnessed a gradual but distinct drop in popularity, hurt at least partly by the sudden proliferation of national chain stores taking up residence in nearby storefronts closer to Macy's, which culminated in near failure when the Stern's nameplate was discontinued in 2001.

The mall was drastically reconfigured, eliminating nearly half of iits original shopping levels, and replacing Stern's with a relocated food court and smaller anchors like Steve & Barry's University Sportswear and Charlotte Russe. The changes increased occupancy, but compared to its original opening, Manhattan Mall is not the gem it once was.

In an effort to stem the tide of losses and increase poplarity, the Manahattn Mall will soon be reconfigured again. On April 18, 2007, JCPenney announced that it would open a 150,000 square foot store at the mall, its first in Manhattan, in 2008 or 2009. The new store will take up mch of the existing mall space, but will add a popular anchor that may help the mall viable in the future.

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