I am, or was, frequently on the block of East 18th between Broadway and Park Avenue South, just north of Union Square. Though I haven’t been in lately, I’ve been a devotee of the Old Town Bar on the same block, going all the way back to my first real employment out of school in 1981 on 5th Avenue and West 20th at the Methodist Book Concern Building. Today, though, I’m showing a very ancient painted ad, mostly gone, at the roofline at #34 East 18th, advertising A. Steinhardt Brothers on 1860 Broadway. A bit of world wide web searching turns up that the company produced whiskey jugs, bottles and pottery as well as giftware, ornaments, fragrances, toys, dolls; apparently the retail storefront was at 860 Broadway, which is at the corner of East 17th across from Union Square. Additionally, according to the Indispensable Walter Grutchfield, Abraham Steinhardt’s “fancy goods” distributorship was lin business from 1912-1921. Founder Steinhardt had passed away by then and his son-in-law David Rosenthal was in charge until the company dissolved in 1929.
The two buildings are one and the same because 34 East 18th is actually an ell of 860 Broadway, connecting behind the Broadway storefronts between East 17th and 18th. The whole complex, built in 1884, was originally called the Parish Building, and later, the Butler Building. Long after the Steinhardt Brothers, 860 was home to Andy Warhol’s third Factory studio and arts workshop. (The second Factory was in the Decker Building a bit south on Union Square West; it was there that a crazed ex-associate, Valerie Solanis, shot him in 1968). The Warhol Museum is located in his hometown, Pittsburgh, Pennsylvania.
Check out the ForgottenBook, take a look at the gift shop. As always, “comment…as you see fit.” I earn a small payment when you click on any ad on the site.
5/11/25