The $2 Billion Transformation Of 100 West 33rd Street: From Gimbels Flagship To The Heart Of NYC's Penn District
The address 100 West 33rd Street in New York City is more than just a zip code; it represents a century of Manhattan’s commercial evolution, from the golden age of department stores to the cutting edge of modern media and tech office space. As of December 2025, the building, a massive 1 million-square-foot tower, is a centerpiece in Vornado Realty Trust’s ambitious, multi-billion-dollar transformation of the Penn District, cementing its role as a crucial hub for global commerce and a vital link in the city’s transportation network.
This pre-war architectural marvel, originally known for its grand retail presence, is currently undergoing a significant metamorphosis. The former retail base, once the bustling Manhattan Mall, is being reimagined to complement the sleek, modernized office floors above, offering a fresh, sustainable, and highly connected workspace that is attracting major global tenants and redefining the Penn Plaza neighborhood.
The Storied History and Architecture of 100 W 33rd St
The building at 100 West 33rd Street boasts a rich and fascinating biography, a profile that tracks the economic and architectural history of Midtown Manhattan. Its origins are rooted in the city's golden age of retail, giving it a unique character that modern developments often lack.
- Original Name: Gimbels Flagship Store
- Original Architect: Daniel Burnham & Co.
- Year Built: 1910 (Officially opened in 1911)
- Original Function: Flagship Department Store (Gimbels)
- Later Retail Identity: A&S Plaza (1989–1995), Manhattan Mall (1995–2021)
- Current Function: Class B Commercial Office Tower with Street Retail Base
- Current Owner: Vornado Realty Trust
- Total Square Footage: Approximately 1 Million Square Feet (1,000,000 SF)
- Location: Corner of West 33rd Street and Sixth Avenue (Avenue of the Americas)
- Sustainability Status: ENERGY STAR Certified Property
From Gimbels Grandeur to Manhattan Mall’s Closure
The building’s initial claim to fame was as the flagship store for Gimbels, one of the "Big Four" department stores in New York, rivaling Macy's. Designed by the renowned architect Daniel Burnham (famous for the Flatiron Building), the store opened in 1911 and was celebrated for its immense size and grandeur.
After Gimbels closed in 1986, the retail space was redeveloped and reopened as A&S Plaza, and later, the Manhattan Mall in 1995. For decades, the mall occupied the base of the office tower, serving as a popular, if sometimes overshadowed, shopping destination near Penn Station.
The Manhattan Mall officially closed in 2021, marking the end of a major retail chapter for the building. This closure paved the way for Vornado Realty Trust to execute its current vision: stripping the enclosed mall concept and converting the base into high-end, dynamic street-level retail and modern office lobby space, aligning with the broader Penn District transformation.
100 West 33rd Street: The Centerpiece of the Penn District Revolution
Today, 100 West 33rd Street is strategically positioned as a critical component of Vornado's ambitious Penn District development plan. This multi-billion-dollar initiative aims to completely re-envision the area surrounding Penn Station and Madison Square Garden, transforming it into a modern, transit-oriented commercial and entertainment hub.
The building’s location is unparalleled, sitting directly across from the new Moynihan Train Hall and just steps from the Empire State Building. This proximity to major transit arteries—including the Long Island Rail Road (LIRR), New Jersey Transit, and multiple subway lines—makes it a prime location for major corporations seeking a highly accessible New York City headquarters.
A Magnet for Global Media and Tech Tenants
The modernized office spaces at 100 West 33rd Street have attracted a powerhouse roster of tenants, primarily from the media, advertising, and financial sectors. This influx of high-profile entities underscores the building's successful pivot from retail center to a premier commercial office address. The building's large, flexible floorplates and high ceiling heights—a remnant of its department store past—are highly desirable for modern office layouts.
Key tenants and entities that have established a significant presence in the tower include:
- IPG Mediabrands: A global media and marketing services holding company, which occupies a massive amount of space and acts as the building's anchor tenant.
- FCB WORLDWIDE: A major global advertising agency.
- Initiative: A leading global media agency.
- IPG Health: A dedicated health communications network.
- UM US (Global Headquarters): The US headquarters of the global media company.
- Bank of America: A significant financial tenant.
- Traverse32: A modern production studio, demonstrating the building's appeal to creative industries.
The concentration of these interconnected media and advertising firms has effectively turned 100 West 33rd Street into an unofficial hub for the industry in Midtown Manhattan.
The Future Vision: Sustainability and Connectivity
Vornado's redevelopment focuses heavily on integrating the pre-war structure with 21st-century requirements for sustainability and connectivity. The building is officially ENERGY STAR certified, reflecting a commitment to environmentally conscious operations and energy efficiency.
The future of the building is not just about interior renovations. The transformation is highly visible from the street level and beyond:
- Retail Overhaul: The former multi-level mall is being replaced with modern, expansive street-level retail, providing a more pedestrian-friendly and high-end experience along Sixth Avenue and West 33rd Street.
- Digital Facade: Plans have been reported for a massive new digital sign that will span the entire back side of the building, from West 32nd to West 33rd streets, dramatically changing its visual impact and integrating it into the high-tech, vibrant atmosphere of the revitalized district.
- Event Hub: The building’s prominence in the revamped Penn District has made it a venue for major industry events, such as the upcoming Advertising Week New York 2025, further solidifying its status as a nexus for global business and innovation.
In essence, 100 West 33rd Street is a case study in commercial real estate revitalization. By leveraging its historic, architecturally significant shell and its irreplaceable location near major transit, Vornado is successfully transforming a legacy retail property into a cutting-edge, sustainable office tower. This strategic redevelopment ensures the former Gimbels flagship continues to drive economic activity and remains a landmark for the next century in the dynamic Midtown South and Penn District neighborhoods of Manhattan. The ongoing work is not just an upgrade; it’s a complete re-platforming of the asset for the modern digital and corporate era, a crucial element in the overall New York City commercial landscape.
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