Pier 57's long road to redevelopment just logged another notch: it's launched an official website, replete with new renderings, a video, GIFs, cute pixelated animations, and, oh yeah, information about leasing for potential tenants. The heroic-sounding, in-limbo SuperPier, developed by the ambitious Youngwoo and Associates, has thus far been host to some temporary fashion and art installations, but the whole place will close next month for construction until it reopens in the summer of 2015. That's when stacks of "incuboxes" (sort of like modular containers) will make up a $200 million food and retail complex populated with local creative companies.
Announced anchor tenants include a spa and restaurant by Andre Balazs, a boutique by Opening Ceremony, and a climbing gym by Brooklyn Boulders. On its new site, SuperPier says it's on the hunt for more tenants to fill the 270,000 square feet, such as "global retailers, entrepreneurs, big brands trying new things, square watermelons." Huh? Apparently, "20 superspaces" are available, ranging from 3,000 to 20,000 square feet. The site proclaims: "SuperPier will be the most innovative experience in culture, entertainment, dining, and retail in NYC since the opening of Rockefeller Center in 1939." For more hyperbolic marketing bells & whistles, a teaser video hints at what's to come after the makeoverusing buzzwords like "Marvel!" "Mysteries!" "Colossal!" "Dramatic!" "Delights!"but one thing it wants to make clear is that this is "Not A Mall." Currently seeking new definitions for what exactly it is, then.
Click the image blow to see a a GIF of the pier's future construction in incubox module increments.
· SuperPier [official]
· Pier 57 Reveals Anchor Tenants, More Details, and New Name [Curbed]
· All Pier 57 coverage [Curbed]