Ireland-based fashion retailer Primark recently signed a lease for a four-story flagship store at 150 West 34th Street in Midtown, Manhattan. Designed by Gensler, the new store will comprise more 54,000 square feet of retail space and replace the current occupant Old Navy at the 78,000-square-foot building, which was built in 1900 and most recently renovated in 1998. The property is located between Sixth and Seventh Avenues.
The rendering in the main photo shows extensive exterior revisions to the structure, including the overhaul of its Art Deco design with a simplified teal and gray corrugated metal façade surrounding a large arched window.
Photograph of 150 West 34th Street, via Vornado Realty Trust
The new store will be the brand’s 11th store in the state of New York, and is the company’s first location in Manhattan.
Photograph of 150 West 34th Street, via Vornado Realty Trust
“The Penn District is transforming into a dynamic new District offering the best in class of retail, restaurants, and lifestyle offerings,” said Ed Hogan, EVP of retail leasing at Vornado. “We are excited for Primark to open its first Manhattan location in this vibrant neighborhood. As the Penn District is quickly becoming New York’s top destination for exceptional shopping, dining, and entertainment, we look forward to working with the Primark team as they welcome their first Manhattan customers to experience all that the new store and neighborhood have to offer.”
The site is located in close proximity to the 1, 2, and 3 trains at 34th Street-Penn Station and the B, D, F, M, N, Q, R, and W trains at the 34th Street-Herald Square Station.
The store is expected to open sometime in 2026.
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It’s like a billboard in a movie theater, good thing there’s nothing like a ticket booth downstairs: Thanks.
Another fast fashion brand outsourcing countries that abuse workers rights and create more landfill
Cool. At least we’ll get a Primark out of the cancellation/mothballing of every beneficial transportation project.
Cuz my junk food is too expensive and trans, or something…
wow thats a massive downgrade, the new facade looks like a storage facility. The old one was kinda 90s deco kitsch but still at least had some interesting elements
Is Old Navy moving or closing?
They are going to cover the stone cheap sheet metal?
The Primark rendering is includes a Sprint store which hasn’t been there for over 4 years now.