BY AL BARBARINO

Alloy Digital has signed a six-year, 29,416-square-foot sublease with Liquidnet Holdings Inc. at 498 Seventh Avenue in Times Square South, The Commercial Observer has learned.

The expanding digital media firm will occupy the entire 19th floor in the 880,000-square-foot, Class A building owned by George Comfort & Sons Inc. and located between West 36th and West 37th streets. The firm is relocating from 151 West 26th Street in West Chelsea.

“Alloy Digital is one the many tech firms that have relocated to the submarket from Chelsea Market, and other areas of the city,” said Jones Lang LaSalle’s Alexander Chudnoff, who represented Alloy Digital with Dan Turkewitz.

All Digital’s offerings include Smosh, hosted by Ian Hecox and Anthony Padilla As part of the negotiations, the sublandlord agreed to redevelop the space to the needs of Alloy Digital, a content development, production and talent management firm that owns digital, Internet-based networks, includingSmosh, a teen and young adult comedy program hosted by Ian Hecox and Anthony Padilla.

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BY BILLY GRAY

Columbia University has hired a team from Winick Realty Group to market 1,690 square feet of retail space at 2884 Broadway, The Commercial Observer has learned.

Winick Executive Vice President Kenneth Hochhauser, Director Michael Gleicher and associate David Lawford will represent the Ivy League University as it seeks a retail tenant to replace Card-O-Matic, a stationery and novelty shop. The lot, with 1,240 square feet of ground floor and 450 square feet of basement space, is on Broadway between 112th and 113th Streets, near the campus's main entrance gate.

It's also two doors down from Tom's Restaurant, the greasy spoon made famous when Seinfeld used its wraparound neon sign in exterior shots.

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BY GUS DELAPORTE

Special event venue and production company Metropolitan Pavilion has signed a lease for 639 West 46th Street, the former H&H Bagel Factory, it was announced yesterday. Asking rent was approximately $45 per square foot.

The building, owned by MKF Group, includes 25,000 square feet over two floors, with 14-foot high ceilings throughout, according to a statement. Metropolitan Pavilion requires spaces with large footprints and high-ceilings, which in current market conditions are not readily available, according to Alan Boss, president.

The property is currently undergoing renovations which are scheduled for completion by November 2013. The renovation of the building is being done in cooperation with architect David Feldman and will include a renovated façade, new elevator, new stairs and new mechanicals, according to Adam Smith, director of real estate at MKF.

“Given Metropolitan Pavilion is an event venue, we have been looking to further our brand to be a first class operation,” Mr. Boss said. Currently, Metropolitan Pavilion operates an event space at 125 West 18th Street.

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BY MICHAEL EWING

Join the Young Men’s/Women’s Real Estate Association for its March luncheon at the University Club in Midtown. The special guest speaker will be David Levinson, the chairman and chief executive officer of L&L Holding Company.
YM/WREA Luncheon, The University Club, 1 West 54th Street, College Hall Banquet Room; 12:00pm, contact Alisa Amsterdam at alisa.amsterdam@cushwake.com for more information.