Landmark P&G Just an Afterthought on Newly Stylish Amsterdam

The Daily News today examines the ongoing retail turnover on Amsterdam Avenue, where rents now hover around $250 per square foot.

"It's no longer full of beer halls and guys with backward baseball caps watching the game," said Rafe Evans, a broker at Walker Malloy.

Oddly, the article makes no mention of the neighborhood's most recognizable beer hall, the endangered P&G Bar, which is expected to take down its iconic (and landmark-designated) signage and move out when its lease expires on Dec. 31, after more than six decades at the corner of Amsterdam and West 73rd Street.

Its latest rumored replacement: Baby Gap.

Salumeria Rosi, an Italian-style specialty foods store, joins trendy chocolatier Jacques Torres as the P&G's new neighbors on the rapidly changing block.

"The stores now have style where, before, they were utilitarian," said Stu Morden, managing director at Newmark Knight Frank, which inked the Salumeria deal.