The Deuce was losing its juice — but a giant new fun-and-fantasy store from England is the latest retailer aiming to put the magic back in the world-famous – once notorious – West 42nd Street block between Seventh and Eighth avenues.
House of Spells, a UK-based seller of toys and collectibles licensed from fantasy franchises such as “Harry Potter,” “Lord of the Rings” and “Game of Thrones,” will open its doors at 234 W. 42nd St. on July 29. Illusionist Jamie Allan, star of “Amaze” on stage, will join local elected officials and Broadway luminaries to launch the 20,000 square-foot emporium.
The colorful, two-level venue is full of dragons, superheroes, and “immersive” features for kids and adults. Built out for about $5 million, not including the cost of its lease, House of Spells couldn’t come at a better time to a block that’s had setbacks in recent years.
It’s the second 20,000 square-foot debut on the block’s south side in the past year. An “immersive tech emporium” called tm:rw replaced the giant former McDonald’s at 220 W. 42nd St. last July, featuring everything from a cotton candy robot to an actual Formula 1 show car.
Times Square business advocates and nearby merchants say House of Spells will accelerate the return of the old spark — and crowds.
“Not since the British invasion of the Beatles the Kinks and the Who have I been this excited. House of Spells will bring new energy and magic to The Deuce and, I’m certain, new crowds,” crowed Times Square Alliance President Tom Harris.
Jaime Vidal, president of House of Spells’ US operations, called the choice of location for its first US store a “no-brainer,” citing Times Square’s “energy, excitement and magic. There’s no shortage of magical wonders for fans to discover.”
The Deuce, once Midtown’s creepiest and most dangerous block, gave its name to an HBO series set during the crime- and porn-infested 1970s. It’s nothing like that today, having been revitalized as part of the overall, family-friendly Times Square area upgrade that many called “Disneyfication.”
But neither is it as attractive as it became in the late 1990s and the Oughts. It’s still home to Madame Tussaud’s, AMC cinemas and thriving theaters including the New Amsterdam, home to “Aladdin.”
B.B. King’s Blues Club closed in 2018 and was replaced by a Lids sportswear store.
Construction to reopen the landmarked but derelict-looking Times Square Theater at 215 W. 42nd St. — a scaffold-shrouded, seemingly permanent blight — ground to a halt three years ago.
Numerous storefronts stand empty, including at gleaming office tower 11 Times Square. Giant NYPD concrete blocks to protect the street from terrorism line both sides, giving it a war-zone appearance.
Even so, hopes are high for House of Spells.
Cushman & Wakefield’s Alan Schmerzler, who represented landlord Madison International Realty, called it a “compelling and seamless addition that aligns exceptionally well with the character of the street.”
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