{
  "source": "Fashion Week Venues",
  "title": "Versatile Second Floor Space with Amenities",
  "description": "This open space on the second floor is conveniently situated near Penn Station. It offers a variety of amenities to support diverse activities. Features include internet access, air conditioning, and a security system for enhanced safety. The space is equipped with a stock room, counters, fitting rooms, garment racks, and appropriate lighting for operational needs. Additional furnishings and sound and video equipment are included to facilitate presentations and gatherings. The space also benefits from electricity, heating, and an elevator for easy access. A kitchen area is available, along with Wi-Fi and CCTV for added convenience and security.",
  "tldr": "Versatile Second Floor Space is a 37 sqm (400 sq ft) open retail floor vetted by Fashion Week Venues and available for short-term rental in Herald Square, Midtown Manhattan, New York, arriving as a working shop layout with counters, garment racks and enclosed fitting rooms already installed. Best For Pop-up shop and temporary retail trading are the strongest fit for hire here, followed by wholesale appointments and buyer previews, compact fashion showroom and collection preview setups, sample sale space, and small press day or brand shoot sessions using the in-house sound and video kit. Standout Features Retail fit-out is move-in ready, with fixed sales counters, hanging garment racks, private fitting rooms and a separate stock room behind the shop floor for backstock and packing. Also fitted: installed sound and video equipment for presentations, a kitchen area suitable for catering prep, elevator access to the second floor for rail and crate deliveries, and a monitored security system with CCTV coverage. Location Penn Station sits roughly 5 minutes on foot and the 34th Street Herald Square subway hub serving the B, D, F, M, N, Q, R and W lines is around 3 minutes away, in the 10001 area of Midtown South. The surrounding Broadway stretch is dense mass market retail with Express, H&M, Sephora and Victoria's Secret inside 150 metres, so guest footfall is constant and our team schedules early morning load in on every rental. Availability Minimum hire is 4 days and maximum is 15 days, at a published day rate of $1,920 USD (approximately €1,673) with extras quoted on a brief-based basis. Allow 6 to 8 weeks of lead time for standard New York dates and 12 weeks for the February and September fashion week windows, when second floor spaces at this Herald Square address typically book out first. How to Book Enquire with your dates and activation brief and Fashion Week Venues confirms the hold with the operator and replies within 24h, with no charge until confirmed. Permit paperwork, staffing and fit-out coordination are handled by our team throughout, so request availability now to lock your dates.",
  "editorialTake": "This space is best suited for pop-up shops and showroom rental due to its operational readiness and proximity to high footfall locations. Equipped with an elevator and existing retail infrastructure like garment racks and fitting rooms, it offers seamless setup and accessibility for quick turnarounds. Mid-scale contemporary fashion brands looking to tap into the dynamic mass-market atmosphere of Midtown Manhattan will find this second-floor venue strategically ideal for their product category and aesthetic. Brands should consider booking 6 to 8 weeks in advance for non-fashion week timing in New York, as these short-term commercial spaces are highly competitive and quickly snapped up for prime retail windows. For more insights into other venues, you can explore additional options here.",
  "neighbourhoodMood": "The creative ecosystem in Midtown Manhattan, particularly around Herald Square, is defined by its multitude of fashion brands and accessory importers who blend retail presence with trade functions. The ground floor is a bustling scene dominated by recognizable chains like Express, H&M, and Sephora. Yet, it's the hidden trade activities above that floor where smaller showrooms and cut-and-sew offices thrive. Specific areas such as the stretch from 32nd to 35th streets are home to a unique mix of leather suppliers, jewellery and bead wholesalers, and other trade-oriented businesses. These businesses coexist with the vibrant Korean beauty and fashion invasion around 32nd Street, creating a cross-cultural hub perfect for brands seeking a dual retail and showroom operation. Given our venue sourcing expertise, we know clients who thrive here appreciate both the commercial visibility and the practical trade backdrop. Herald Square's unbeatable transport access makes it a favored choice over other regions like SoHo or the Meatpacking District for brand activations that demand easy arrivals for press, buyers, and international guests. Unlike areas with boutique adjacencies, this neighborhood offers volume and accessibility. The space’s proximity to Penn Station and 34th Street-Herald Square's myriad subway connections allows seamless travel for visitors from across New York and neighboring New Jersey. This location’s tradeoff lies in its lack of high-end luxury foot traffic, yet for brands focused on mass appeal and high footfall, it delivers significantly better access without the premium price of lower Manhattan. What we consistently hear from brand teams operating here is that the sheer volume of foot traffic justifies the choice, especially for transaction-driven activations. You can explore other spaces in New York for contrasting options. Street-level perception when arriving for a showroom appointment here is largely influenced by the fact that you are removed from street-level spontaneity; arriving means a purposeful elevator ride to a second-floor refuge from the urban hustle. This setup is ideal for brand activations needing an element of exclusivity — it’s perfect for appointment-only events or intimate press gatherings, as you won’t rely on passing trade. Mornings bring fast-moving commuter traffic, transitioning into a mix of tourists and local shoppers as the day progresses. In the evenings, the energetic allure of nearby Koreatown provides an interesting backdrop for events requiring dining options. However, this location's elevated position means it’s not suited for brands seeking spontaneous walk-in traffic or needing street-level visibility. Operational convenience, such as accessible production and build solutions, compensates, yet each visitor must come through targeted efforts or specific invites.",
  "faq": [
    {
      "question": "Is this space available for pop-up shops?",
      "answer": "Yes, this 37 sqm second floor space near Penn Station is available for pop-up shops and is categorised as a retail activation space. It already carries the fixtures a temporary retail run needs, including counters, garment racks, fitting rooms and a separate stock room, so your team is merchandising rather than building on day one. The Herald Square location puts you inside a dense Broadway retail corridor with Express, H&M, Sephora and Victoria's Secret all within roughly 150 metres, which is why brands running short pop-up shop windows here treat the surrounding footfall as the primary draw. Minimum booking is 4 days and maximum is 15 days, which suits a long weekend drop or a two week trading window equally well."
    },
    {
      "question": "What is the day rate and what is the minimum booking?",
      "answer": "The published day rate is $1,920 USD, approximately €1,673, with a minimum of 4 days and a maximum of 15 days. That figure covers the space and its installed retail fit-out; production, staffing, furniture additions and any signage work are quoted against your brief once we understand the format. In our experience handling Midtown Manhattan bookings, brands find total spend is easiest to model when you add staffing and build lines to the base rate early, and you can sketch that out with our budget calculator"
    },
    {
      "question": "How big is the space and how many people can it hold?",
      "answer": "The space measures 37 sqm, or roughly 400 sq ft, with an estimated comfortable occupancy of 40 people. That footprint works well as a compact trading floor, a fashion showroom for wholesale appointments, or an intimate press moment; it is not sized for a large seated brand presentation. Brands who hire spaces of this scale in New York usually plan for 15 to 20 guests at a time in a retail configuration and rotate a larger list across the evening for launches. The open plan layout means you can reset from selling floor to appointment room in under an hour with the furniture already on site."
    },
    {
      "question": "Is the space move-in ready, or will I need a fit-out?",
      "answer": "It is move-in ready for retail, which is the main reason brands shortlist this second floor space. Counters, garment racks, fitting rooms, general furniture, retail lighting, electricity, heating and air conditioning are all installed and working. Most brands layer on top rather than build from scratch, adding vinyl, plinths, a branded backdrop or a bespoke counter wrap, and our production and build"
    },
    {
      "question": "Is there a stock room and are there fitting rooms?",
      "answer": "Yes, the space includes a dedicated stock room behind the shop floor and enclosed fitting rooms on the floor itself. For a sample sale or a full price pop-up shop that combination matters more than square metres, because it keeps backstock, packing materials and steamers out of the customer sightline. Garment racks and counters are already in place, so a rental here can move straight from delivery to steaming to selling in a single morning. Brands running sample sales at this address typically dedicate the stock room to size runs and replenishment and keep two staff working it during peak hours."
    },
    {
      "question": "How does load-in work for a second floor space?",
      "answer": "There is an elevator serving the second floor, so rails, crates and flat packed fixtures go up without a stair carry. Parking is available at the property, which matters on this stretch of Broadway where kerbside loading is tightly policed and street level congestion around Penn Station and Herald Square peaks through the middle of the day. When you book with us we schedule load-in for early morning and brief your logistics partner on elevator dimensions and access timing so nothing is stranded on the pavement. We also confirm out hours with the operator so your strike does not overrun into the following tenancy."
    },
    {
      "question": "Does this space work as a showroom for buyer appointments during New York Fashion Week?",
      "answer": "Yes, the fitting rooms, garment racks and stock room make it a workable fashion showroom for collection previews and wholesale appointments. The second floor position is an advantage for appointment based formats because it gives you a quieter, more private setting than a ground floor unit while keeping you two subway stops from most Midtown showroom clusters. Buyers arriving from Penn Station or 34th Street Herald Square reach the door in under five minutes, which is the practical test for any showroom rental in New York during a packed market week. Request availability early for the February and September windows, since second floor spaces in this corridor are the first to go."
    },
    {
      "question": "Can I use it for a press day, product launch or content shoot?",
      "answer": "Yes, sound and video equipment is installed in the space, which supports press days, small product launches and content capture without an external AV hire. The retail lighting suits product photography and lookbook stills, and the kitchen area gives you a prep point for catering or a coffee station during a press session. A short-term rental of 4 to 6 days is a common shape here, with one day to dress the room, two or three days of appointments and press, and a strike day at the end. If you want the room to read as a content studio rather than a shop, we can strip the racks and counters back to open floor with operator approval."
    },
    {
      "question": "What amenities and equipment are included?",
      "answer": "Included are internet and Wi-Fi, air conditioning, heating, electricity, retail lighting, furniture, counters, garment racks, fitting rooms, a stock room, sound and video equipment, a kitchen area, elevator access and parking. Security is covered by an installed security system and CCTV, which is a genuine consideration when you are trading high value stock on a busy Broadway block. Concierge included means our team checks every one of these on site before your dates rather than relying on the listing sheet. If your activation needs anything beyond this list, such as additional seating, plinths or a POS terminal, we quote it against your brief."
    },
    {
      "question": "What is the neighbourhood like and what footfall can I expect?",
      "answer": "You are in Herald Square, Midtown Manhattan, with 32 stores inside 600 metres and 25 of those in fashion, including Express, Aeropostale, Zara, Levi's, Urban Outfitters and Dr. Martens. The audience skews mass market and high volume rather than luxury, which favours accessible price points, drop culture and streetwear over quiet luxury positioning. Korea Town restaurants sit immediately to the south, so evening events benefit from a strong dinner crowd within two minutes' walk. Every space we list here is vetted for footfall context, and if this profile is not the right fit for your brand you can compare it against other spaces in New York"
    },
    {
      "question": "How do guests get here, and is parking available?",
      "answer": "Penn Station is roughly five minutes on foot and 34th Street Herald Square, serving the B, D, F, M, N, Q, R and W lines, is around three minutes away. That transit density is the single strongest argument for this address; guests coming from Brooklyn, New Jersey Transit and Long Island all arrive without a transfer. Parking is available at the property, which we reserve for your crew during load-in and strike rather than for guests. For hire windows that include an evening event, we advise sending subway directions rather than a car recommendation, because Midtown traffic around Penn Station is unpredictable after 5pm."
    },
    {
      "question": "Do I need a permit to run a pop-up here, and can I put up signage?",
      "answer": "For interior temporary retail in an existing commercial unit like this one, you generally do not need a separate City permit, but you will need a New York State Certificate of Authority to collect sales tax if you are selling, plus operator approval for any signage or fit-out change. Exterior signage on this building is subject to landlord rules and New York City zoning sign regulations, so anything visible from Broadway needs to be cleared before it is produced. Occupancy above the stated 40 person figure, amplified sound after hours or any temporary structure will pull in additional requirements. Our team walks you through the paperwork for your specific format, and our permit guide"
    },
    {
      "question": "How far in advance should I book?",
      "answer": "Allow 6 to 8 weeks for standard New York dates and around 12 weeks if you want the February or September fashion week windows. That timeline gives room for contracting, sales tax registration, fit-out production and staff recruitment without compressing everything into the final fortnight. Because the maximum stay here is 15 days, calendars fill in short blocks and gaps close quickly, so enquire as soon as your dates are firm even if the brief is still moving. In our experience with Herald Square bookings, brands who lock dates early get first choice on load-in slots and evening event hours."
    },
    {
      "question": "What does Fashion Week Venues handle on my behalf for this booking?",
      "answer": "We handle everything between your brief and your opening day at this Herald Square address: negotiating terms with the operator, contracting, permit and sales tax guidance, load-in scheduling through the elevator, fit-out production, furniture additions, point of sale setup and post activation reporting. We also brief and place your floor team through our retail staffing"
    },
    {
      "question": "What happens after I enquire?",
      "answer": "Send us your dates, format and rough budget and we reply within 24h with confirmed availability, a full cost breakdown and any operator conditions attached to your specific use. If the dates work we place a hold with the operator while you review, then issue a short form licence to occupy that covers the rental period, access hours, insurance requirements and the deposit. Deposit and payment terms are set by the operator and confirmed in writing before anything is due from your side. From contract signature we move straight into production planning, permit paperwork and staffing so your 4 to 15 day window at this Penn Station space opens on schedule."
    },
    {
      "question": "What is the day rate?",
      "answer": "$1,920 / day. Weekly and press-preview rates are quoted on request."
    },
    {
      "question": "Is staging, branding and fit-out permitted?",
      "answer": "Yes. Fashion Week Venues runs the full production build — signage, fixtures, lighting, sound, catering and staffing — subject to venue rules. Include your fit-out brief in the inquiry."
    },
    {
      "question": "What is included?",
      "answer": "Included on-site: Internet, Air Conditioning, Security System, Stock Room, Counters, Fitting Rooms, Garment Rack, Lighting."
    },
    {
      "question": "How far in advance should we book?",
      "answer": "Fashion week windows book 6–10 weeks out. Off-season activations can be secured in 2–3 weeks."
    }
  ],
  "editorialFaqCount": 15,
  "city": "New York",
  "country": "US",
  "lat": 40.74895398,
  "lon": -73.98886238,
  "areaSqm": 37,
  "areaSqft": 400,
  "priceLabel": "$1,920 / day",
  "priceEur": 1656,
  "coverImage": "https://fashionweekvenues.com/i/versatile-second-floor-space-with-amenities-4ef0e0c6-1.jpg",
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  ],
  "amenities": [
    "Internet",
    "Air Conditioning",
    "Security System",
    "Stock Room",
    "Counters",
    "Fitting Rooms",
    "Garment Rack",
    "Lighting",
    "Furniture",
    "Sound & Video Equipment",
    "Electricity",
    "Heating",
    "Parking",
    "Elevator",
    "Kitchen",
    "Wifi",
    "CCTV"
  ],
  "useCases": [
    "retail activation"
  ],
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