If you’ve passed by Gem Spa, the legendary East Village bodega that is home to the city’s Best Egg Cream (#BestEggCream) at any point since September 11th of this year, you may have done a double, or even a triple take. We know that St. Mark’s Place has become increasingly gentrified, but is Gem Spa now a bank, or wait, what is going on here, exactly?
While it has been rumored that a citibank is slated to take over the corner lot which has been home to Gem Spa since 1957, fear not: this an art installation meant to draw attention to, but also satirize, the phenomenon known as “Disappearing New York.” It isn’t very pretty.
Disclaimer text running across the bottom of the sign above reads:
schitibank has kept the historical appeal to this building to absorb their customer base. This schiti location is not affiliated with any other schiti locations. We don’t mean to gentrify, as schitibank is co-opting this space with Gem Spa to bring you an authentic banking, egg cream and vaping experience. Every customer is on surveillance cameras. Smile, you’re on camera.
The Gem Spa Schitibank installation is the work of Tommy Noonan and Doug Cameron of boutique marketing firm DCX Growth Accelerator, who are known for their ‘Artisanal’ publicity stunts (Google them and be very impressed).
Click Image to Enlarge So You Can Read the Fine Print!
God is definitely in the details here. Promotional posters for the ‘bank’s’ various perks and services include artwork by Robert Mapplethorpe as well as the likenesses of The New York Dolls, Patti Smith, Allen Ginsberg and Jack Kerouac.
Click Image to Enlarge for Detail
More posters and props can be found inside the bodega!
We clearly do not need another bank in the village (or anywhere in NYC, for that matter) but we do need a cool bodega that’s been around forever, and we need our delicious egg creams! Gem Spa is located at the southwest corner of 2nd Avenue and St. Mark’s Place. Drop in and drop some cash next time you’re in the hood. Better yet, make a special trip to visit, so you can see the schitibank installation before they take it down!
Update, May 8th, 2020: Sadly, Gem Spa has fallen victim to the Coronavirus Outbreak. Read the Press Release After The Jump
“It is with a heavy heart that we announce Gem Spa has poured it’s last legendary egg cream and closed its doors forever.
This has been an extremely difficult decision, and one we are heartbroken to make. Forced to close the store due to New York City & State Covid restrictions implemented six weeks ago in the interest of safety to our customers and staff, we had hoped to reopen once things stabilized. Prior to the crisis, it had become increasingly apparent that the evolving character of the area was no longer able to sustain a corner creation like ours.
Coronavirus concerns closed our city, cratered businesses, and ultimately sealed the fate of our (close to) 100-year-old shop.
After careful review and assessment of our options, we have made the heartbreaking but necessary decision to close permanently.
We have enjoyed the most incredible love, support, loyalty and friendship from our neighbors, city, and visitors from around the world. We are, and always will be, eternally grateful to the historical artists, musicians, designers and dedicated denizen’s who saw us as much more than a beloved bodega but an iconic East Village institution.
Although our physical doors are closing, we will live on through our website (https://gemspanyc.com) where we will be highlighting more of our rich history and the iconic figures that have made us who we are. We will also continue to sell Gem Spa branded merchandise as well as art, books and photographs inspired by our store.
The Patel family would like to thank everyone for all the beautiful memories and for the opportunity to serve you. We hope that all of you are staying safe and in good health. Lots of love from all of us to all of you.”