Urban Outfitters Creating Fake Upper West Side. Really.

by - June 21, 2010 at 12:57 pm -

The Urban Outfitters slated to open in August on 100th Street and Broadway won’t look like a traditional Urban Outfitters. Instead, the guy designing the store is going to recreate¬†an older Upper West Side aesthetic — “bodega chic” as the Wall Street Journal calls it. What the hell does that mean?

A fake neighborhood not unlike our own.

A fake neighborhood not unlike our own.

Basically, the store will be split into four little fake independent “shops” — a hat store, a hardware store, a neighborhood bar and a bodega.

“The whole idea was to do this kind of ironic statement of lining the building with storefronts that would be reminiscent of independent businesses,” Ron Pompei, creative director of Pompei A.D., told the Journal. “It’s the story about the streets of New York as they once were.”

What to say? There comes a moment when marketing gets so craven it’s actually kind of hilarious. Remember derelicte, the faux-homeless fashion line from the movie “Zoolander”. Yeah, well that’s us now.

Mugatu: Let me show you Derelicte. It is a fashion, a way of life inspired by the very homeless, the vagrants, the crack whores that make this wonderful city so unique.

Coming next — a theme park where you can meet actual “mom and pop” actors portraying independent store owners. Bring your kids! Watch actual small business owners cry as their dreams are dashed by sky-high rents! Meet “drug dealers” played by Disney actors — “I’ve got a real ‘Jones’ for this striped sailor vest, $42 at retail!”

Anyway, welcome to our fake community.

Check out what other stores are coming to the Upper West Side, and what’s closing down, here.

(flickr photo by Troy Holden)

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  1. Helene says...

    At least it is better than another empty storefront.

  2. Thomas Jefferson says...

    I just love when corporations insult us with their blatant irony.

  3. Joe says...

    Um, aren’t there still blocks like this? Wouldn’t this be more appropriate in Vegas, alongside of their faux NY casino?