First Avenue Retail Market, 1938.

A decisive action in Mayor Fiorello La Guardia's war on pushcarts, the opening of indoor retail markets citywide in the late 1930s and early 1940s moved the Mayor closer to his goal of riding the street of the vendors he claimed were unsanitary and causing traffic congestion. The First Avenue Market, opened in December of 1938, was the second in a series of nine public markets.

Designed by architects Albert W. Lewis and John D. Churchill and using federal WPA funds, the new markets were mandated to have running water, rail facilities, and loading platforms. The generally L-shaped space occupied addresses both of First Avenue (the front entrance) and East 10th Street. The vendors within (many of whom who had previous owned pushcarts) sold cheese, vegetables, and a dizzying variety of other products. The markets were successful, often crowded, and survived through the 1960s. Pushcarts, the thorn in La Guardia's side, were never truly were eliminated, despite the new markets.

After 1965 the building was used in part by the Department of Sanitation. In the mid 1980s the building was purchased by the avant-garde theatre company, Theater for the New City. The theatre has occupied the space with auditoriums, rehearsal rooms, and offices since 1986. In 2001 the city (who retained the air rights on the building) allowed the construction of a set-back, 16-story, residential tower above the original 1938 market building (which, thankfully retains its 1930s carved signage).