The Strand has opened at the former Shakespeare & Co. space at 2020 Broadway.
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NYC bookstore royalty, The Strand, opened its third Manhattan location on Monday, June 30, at 2020 Broadway between West 69th and 70th Streets. The Strand also operates the Central Park book kiosks at 60th and Fifth, its original store two blocks south of Union Square at 828 Broadway (at the corner of East 12th Street in the East Village), and a location known as The Bowery Bay Shops in Terminal B at LaGuardia Airport. This new arrival, taking over the space previously occupied by Shakespeare & Co., marks the bookstore’s second shop on the Upper West Side, joining its two-floor spot at 450 Columbus Avenue between 81st and 82nd Streets. ILTUWS stopped by to get the lay of the land.
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Two quick aspects that caught our attention right away were the Shakespeare & Co. sign still hanging outside and the café currently not in operation. A store employee told us that both are the result of permits still waiting to be approved. They added that a new custom sign is being made for the space, and when the café opens, it will have less seating than it did when it was Shakespeare & Co. One visitor was disappointed by this news, as it had been a popular spot for people to bring their computers and work for extended periods of time.
The cafe will open once permits are approved.
The overall vibe of The Strand felt familiar in terms of shop layout—but a little more alive. An employee said they changed the paint color to a lighter tone to brighten up the space. It worked. The blend of literature, games, puzzles, Strand merch, and even some fun kitchen supplies—like sloth “slow clean” sponges—offers a mix of products that makes The Strand a potential one-stop shop for birthday, holiday, or graduation gifts.
Check out I Love The Upper West Side’s New Games & Puzzles Section!
Sloth sponges and other fun gear.
By the register, admiring all the eye candy.
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When you walk into the store, to your right, you’ll find a whole slew of Strand shirts along with a large selection of puzzles from previous issues of The New Yorker. We also noticed some fun socks (several with a cat theme), keychains, and hats—including one featuring Jeremy Allen White’s “Yes, Chef” from The Bear, whose fourth season premiered last weekend.
To the right when you walk in.
Once you walk up the short stack of steps, the same as before, classic Strand colors and font are now featured, with white headings on a red background at the top of the bookshelves that were already in place for Shakespeare & Co. Even some of the low-standing tables we saw previously now have titles like Noam Chomsky’s A Livable Future Is Possible and Joan Didion’s The Year of Magical Thinking on display. Another table was dedicated to candles. Higher up, Strand tote bags, pencils, and other case tchotchkes abound.
The stairs, in between the cafe and puzzles, Strand merch, socks, and other tchotchkes.
Low table books.
The Science Fiction/Fantasy section includes titles like How to Become the Dark Lord and Die Trying by Django Wexler and Flaco, the legendary owl that escaped from the Central Park Zoo in February 2023—a story that captivated the city and beyond. In the Art/Fashion/Photography section, we also noticed some books on AI, including Empire of AI by Karen Hao in the Science section—a subject as topical as it gets these days, evoking mixed emotions. Then we smiled to see Joan Baez’s When You See My Mother, Ask Her to Dance in the poetry section. Beatles fans might want to check out John & Paul: A Love Story in Songs by Ian Leslie in the New Non-Fiction section, located up the stairs to the right.
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The children’s section is in the back left corner, as it was before when Shakespeare & Co. occupied the space. However, when we returned this time, we were amused to see a Strand-spelled name train. We’ve used name trains as gifts before; my dad still has the one I got him for Father’s Day in one of his work areas. By the train was a collection of books with New York themes, like New York for Kids: 25 Big Apple Sites to Color by Patricia J. Wynne, New York Baby by Puck and Violet Lemay, and another gift I got my nephew, who always asks me where I live because he’s curious and out of state—Mr. Boddington’s NYC ABC’s. There’s a good Lincoln Center page in that one.
Choo Choo, The Strand has pulled into 2020 Broadway.
During our visit, one customer told an employee, “It’s nice to see a Strand here, even though I already live by another one.” They were referring to the Strand on Columbus, which is definitely bigger with a wider selection, but both locations seem to complement each other well. Keep in mind, the entire lower level of the Columbus location is dedicated to children’s books, games, stickers, toys, and more, while there’s a beautifully curated setup of options here on Broadway.
By the history section.
Overall, the mix of products, materials, and colors makes this new Strand pop—a pleasant stroll to stimulate the senses or find something special to share with someone you appreciate.
The Strand’s hours are Monday through Saturday from 9 a.m. to 8 p.m., and Sunday from 10 a.m. to 7 p.m.
Shakespeare & Co. closed its other locations–on 105th and Broadway and at 69th and Third Avenue–earlier this year. One location remains open in Paris.
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The lack of seating is unfortunate
If enough customers vocally concur, the seating capacity might well prove negotiable.
Well, I am sad to see Shakespeare & Co. close ALL of its US shops, especially after seeing “Jane Austen Wrecked My Life,” a recent movie release, which takes place in part in the Shakespeare & Co. bookstore in Paris.
But I am happy that the Broadway & 69th/70th Street space will still be a bookstore — and the storied Strand at that!
As I mentioned in a comment here that for some reason hasn’t ‘stuck’ yet, the Paris Shakespeare and Company is unaffiliated with the NYC chain, FWIW.
Welcome, UWS Strand #2! The neighborhood and the city are in dire need of repopulation with bookstores, ones offering both new and used titles.
So, is this “Flaco” book classified as science fiction or fantasy? (Or is it misshelved?)
Four other branches of the Strand in Manhattan — none of them still around, alas — come quickly to mind. Anyone else remember their locations? Were there others?
Um, I’m pretty sure the Paris Shakespeare and Company is, like its eponymous predecessor, unrelated to the NYC chain.