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).
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.
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!