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Sunday, June 5, 2011

The Limelight

The New York Limelight was an episcopal church in the mid-1800s, it then turned into a disco and rock club in the 1970s, but it soon went out of business so it was sold and turned into a goth/techno club. When the police found out the club was known for having drug dealers it had to be closed, and it reopened several times after the 90s for several purposes. Finally, in 2010 it re-opened as the Limelight Marketplace, filled with designer clothes, make up, and delicious food. It seems as though it has gone through so many transitions in the past years and we hear this is not the last one.

Gawker critics feel as though the mix of food and clothing in this marketplace was always a bad idea.

We stopped by  Old Hollywood (shown above), and a saleswoman said they were one of the only designer brands that would stay at Limelight after its next transition into a high-end department store. We talked about the reasons why the place was going out of business and she said it was probably the odd mix of brands and their prices that clashed and ruined the flow of Limelight, as if the architecture of the building wasn't enough (we had a little trouble finding our way out with all the little hallways and staircases). She said that a price range of $100-$400 would make more sense than having a stores with prices below $100 next to one's that price in the thousands. When one enters there is fun makeup counter on the right with some very affordable clothing on the left, but as one continues one the shopper begins to run into more high end brands such as French Connection.  It is difficult to understand who Limelight targets with this juxtaposition of "splurge" worthy designers, interior designers, fine, aged cheeses, and eclectic jewelry.  

The NEW Limelight (read still the awesome building minus the seemingly random selection of designers plus a more cohesive department store-esque style) promises to fix the problems it has thus far encountered.  So more than simulating a Barney's department store, the new Limelight will expose cutting-edge and established designers that will attract more attention with their novelty and flourish in the elegant environment the building has always provided.   We just want to say that we're very excited for this shift because as undeniably ADD as the current layout for Limelight is, the building itself is truly unique and should have an offering indicative of that fact.

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