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Restaurant That Created Dream-Like Promotional Video Vanishes Without a Trace

"The restaurant feels like a secret cave"

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Sadly, New York City had no place for The Place. Judging by the reviews on Yelp and the check-ins on Foursquare, it looks like the 18-year-old restaurant closed its doors at some point over the last few weeks. The Place’s homepage is for sale, and the phone line is disconnected.

This West 4th Street restaurant was not a critical darling, nor a foodie destination. But The Place does have one major claim to fame: It produced what might very well be the most wonderfully odd commercial in restaurant history. The owners definitely didn’t plan for this to become a viral hit — they actually tried to pull it from YouTube as soon as Eater discovered it five years ago. It’s surreal in the way that only dreams and certain David Lynch films are. Few things in life are perfect. This is one of those things.

Please take a moment to enjoy The Place promo video, in all its glory: