Playstation’s “Vita Hill Social Club” Now Occupying 154 Stanton
Posted on: February 7th, 2012 at 6:28 am by Elie
New York Studio Gallery closed its doors in December after five years at 154 Stanton Street. The gallery is still renting out the main showroom, but will continue to operate the adjacent LZ Project Space by appointment only. Shortly after the new year, the storefront had already taken on new character. One for the gaming set.
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Indeed, the corner of Stanton and Suffolk Streets is now pimped out as one ginormous Playstation advertisement. Masked as a sophisticated and well-appointed “social club,” the space is essentially a complex marketing ploy for the new Vita handheld. Gamers can stop by and chill on the comfortable couches with complimentary Playstation entertainment and snacks. A gussied up arcade of sorts.
The Vita Hill Social Club, as it’s called, offers various events through the end of February, with plenty of giveaways for patrons. This Lower East Side outpost is one of eight urban locales across the country chosen for exclusive previews of the product.
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154 Stanton Street still boasts the ghost signage from bygone business Louis Zuflacht, a so-called “kosher” haberdasher that opened in 1909. Meanwhile, Louis’ grandson posted a rather reassuring comment over at Greenwich Village Daily Photo:
Louis Zuflacht was my grandfather…my mothers dad. He dies at 104 years old in 1986. He and his sons, my uncles Jack and Joe, ran the business with him for many many years. When the busiess and the neighborhood went bad they left the building and retired in Florida.
Someone bought the building from the city and it changed hands twice more. Amazingly all the prior owners kept the sign which is really iconic and a work of art. The current owner is a gem. She fully intends to maintain the image and sprit of the building. Has spent a small fortune renovating and preserving the infrastructure so that it could last many lifetimes.
Thank god she has the keys…she is great!!!
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