Clapboards, in Times Square? Given that anything new in this area tends to be glass, steel, or less frequently brick, this is definitely an oddity, silly gimmick or not. But is this a new construction? A check on Google Maps Streetview reveals that a year ago, things were a bit different...
The address is 249 West 49th Street, which used to be a decently-reviewed old school Italian restaurant called Baldoria (closed a year ago). The four windows on the original brick structure seem to perfectly match up with the new look, suggesting this is just a new facade. But for what sort of restaurant?
Thoughts or guesses? I wonder how much they're charging for the third floor space...The lack of roof should bring the rent down a bit.
Update! Alert reader David did some research and leaned that this is soon to be the "Smokehouse 49th Street" ... so yeah.