Woolworth's on Fifth Avenue

Eleven years after B. Altman opened store at 34th and Fifth, the Woolworth's Board of Directors announced that the company would build a large store at the NE corner of 40th Street and Fifth Avenue. The new "Five and Ten Cent Store deluxe" Woolworth's opened in the Fall of 1917.

Parade route along Fifth Avenue -- most likely a WWI send-off parade. The parade is heading south; the view looking north. The Woolworth's store is on the far right, and brownstones where the future Arnold Constable building are to its right (north). Date, ca. 1917  Image: NYPL

Over ten years later, in 1930, the first supermarket was built in Jamaica, New York, making it possible for food shoppers to obtain most, if not all, of their groceries under one roof. That, along with the growth of the suburbs throughout the 1930s, popularized discount retailing. Discount retailers, such as Woolworth's, and in the 1950s, Korvette's and McCreery's, offered frequent sales, less individualized customer service, and savvy merchandising to attract a wide range of customers.

Window shopping on Fifth Avenue, ca. 1930. Image: MCNY

Throughout the 1930s, Woolworth's continued to grow and expand operations throughout the U.S. and in Canada. In 1937, the NYT announced that plans were filed to build the company's 1,000th store at 39th Street and Fifth Avenue, just one block south of the existing flagship store, and next door to the Arnold & Constable Co. store. It opened a year later, in 1938, sixty years after the the first  "Woolworth's Great Five Cent Store" was opened in in Utica, New York. 

Fifth Avenue looking north from 39th Street, ca. late 1930s / early 1940s. Image: Pisark

The new Woolworth's store was designed by architects Starrett & van Vleck, known for designing the flagships of several other department stores, including Lord & Taylor, on Fifth Avenue between 38th and 39th Streets (It's still there.).

Woolworth's shopper shot by Stanley Kubrick, 1947. Image: MCNY

Before Woolworth's the NE corner of 39th Street and Fifth Avenue was home to the Union League Clubhouse. The Union League Club was founded on February 6, 1863, and incorporated on February 16, 1865 as a group of political elites in support of the Union. Among others, Bryant Park's namesake William Cullen Bryant was a member.

Union League Clubhouse, c. 1909, at the NE corner of 39th Street and Fifth Avenue. Image: LOC

The building at 39th Street and Fifth Avenue was the club's third location, having moved first from 17th Street to Madison Avenue and 26th Street. The club moved to 39th Street on March 5, 1881 and stayed until 1931, at which time it moved to it's present location at 37th Street and Park Avenue.

View of 39th Street and Fifth Avenue, showing the Union League Clubhouse and Arnold Constable & Co. store, 1929. Image: MCNY

The F.W. Woolworth Company went defunct in 1997, and as of 2001 the company has been part of Foot Locker Inc.

There are two Foot Locker stores in the 34th Street area, each within blocks of the former Woolworth's store at 35th Street and Broadway.

Woolworth's at 35th Street and Broadway, c. 1927 Image: Pisark

Other Sources
Union League Club Landmarks Preservation Commission Report, LP-2389
This book.
Wikipedia

House of Mansions to Bankers' Trust

This post also appears on the Bryant park blog.
 
In 1855, developer George Higgins bought a plot of land at Fifth Avenue and 42nd Street, across the street from the Croton Distributing Reservoir. He hired American architect Alexander J. Davis to design a new building, and the result was this 11 unit luxury residential complex with crenelated parapets (like a castle!). Completed in 1856 and advertised as the House of Mansions, the housing complex promised residents views of "the water of the Croton, like an artificial pool, or lake . . . from the upper floors."  

Fifth Avenue looking south from 42nd Street. Image [1880]: NYPL or LOC

Just a few years earlier, the nearby Crystal Palace and Latting Observatory attracted visitors from all over, and helped establish midtown Manhattan as a tourist destination. Though the area was far from urban at the time, Higgins no doubt noticed the gradual migration of wealthy Manhattanites north along Fifth Avenue, and hoped to cash in on it. 

As history blogger Daytonian in Manhattan writes, Higgins' plan did not work -- Fifth Avenue at 42nd Street was still considered too rural for most New Yorkers. (The  Samuel P. "Sasparilla" Townsend residence had only recently been built at 34th and Fifth, and that's eight blocks south.) The property was bought and sold a few more times, and eventually the Rutgers Female Institute (later, Rutgers Female College) relocated here. A formal dedication ceremony was held on October 24, 1860. The school soon outgrew this location as well, and the property passed through a few more owners.

Fifth Avenue looking north from 41st Street, [1883].

By 1884 the Pottier & Stymus Manufacturing Company had purchased the land, demolished the structures, and built a new building on the site. The New York Times called it "extensive and elegant," and described the building as having a brownstone frontage on Fifth Avenue as well as a side entrance on 42nd Street. (I think it's the building in the photo below with the wall sign that reads "American Safe Deposit Bank.")

Fifth Avenue, looking north toward 42nd Street [1900-1910]. Image: LOC

By this time the landscape of Fifth Avenue had changed from rural to commercial, with a brief residential heydey in between. The area surrounding 34th Street by now had transformed from residential to retail, and many of the brownstones near 42nd Street were rapidly being torn down and replaced with commercial buildings and warehouses. 

The next ten years brought more changes and taller buildings to Fifth Avenue. In 1915 the Oceanic Investment Company announced the construction of a new building to be named after the building's primary tenant, the Astor Trust Company. The Astor Trust Company was set to move from their existing offices on Fifth Avenue and 36th Street and into this building, occupying a 21-year lease upon the building's completion in 1917.

Astor Trust Company building, NE corner of Fifth Ave. and 42nd Street, 1917. Image: LOC

The building's architect was Montague Flagg, also known for designing the Thomas Cook building at 565 Fifth Avenue, which is no longer. The Astor Trust Company building was eventually renamed the Bankers' Trust building and still stands, though it's no longer the tallest on the block, and there isn't a crenelated parapet to be found. 

Other Sources:
The Fifth Avenue Association. Fifty Years on Fifth, 1907-1957.
Lockwood, Charles. Manhattan Moves Uptown: An Illustrated History.