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Clapboard House Goes Up in Times Square (?)

Posted: Updated:
Walking down 49th Street west of 8th Ave, I noticed an unusual building behind a construction barrier...

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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...

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Now:

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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?

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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.

-SCOUT
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