A planned three-level gay bar at West 50th Street and Ninth Avenue is set to add another venue to Hell's Kitchen, but its branding is drawing online criticism before it opens. The debate has ranged from the building's off-white facade to a misspelled word on a promotional poster.
Pride Bar X Lounge is aiming to open next month in Hell's Kitchen, according to The New York Times. The bar is co-owned by Paul Fogarty, 57, who is gay, and his business partner and friend of 20 years, Andy Karlic, who is bisexual; both men live in Hell's Kitchen. “It's an ‘out and proud’ bar,” Fogarty told the Times, pushing back on the idea that the venue is anything other than sincere.
The criticism has focused on contrasting elements of the design: some users consider the off-white exterior too subdued for a gay bar, while others have called the bright rainbow-colored lights too garish. The misspelling “perfomance” on a poster has added to jokes that the branding looks machine-generated.
A 31-Year-Old's Joke Hits a Nerve
Sheeva Massoudi, a 31-year-old operational risk management worker, posted a quip on X comparing the bar's branding to a trap for gay people, according to the Times. Her post became one of the most widely noted reactions to the venue's look.
The dispute reflects a broader question about what people want from gay bars and whom those spaces should serve. The discussion comes as LGBTQ nightlife venues face pressure: Queerty reported in October that Pride Bar X Lounge, initially slated for a Pride 2026 opening, still had no set launch day at that time. The outlet also cited Kikipedia's tally that at least 20 gay bars had closed that year.
A Longer History of LGBTQ Gathering Places
New York City has formally recognized the importance of LGBTQ gathering places. According to the New York City Landmarks Preservation Commission, Julius’ Bar Building was designated an individual landmark for its connection to a 1966 demonstration protesting the closure of bars for serving gay people. That record points to a longer history of bars as places where LGBTQ people gathered—and where access to those spaces was contested.
From Boxers to Pride, a Familiar Corner Changes Hands
The site has history in Hell's Kitchen's gay nightlife scene. It was formerly home to gay sports bar Boxers, according to a report from What Now New York, which reviewed community-board filings. The popular Boxers chain switched addresses in 2021, vacating the Ninth Avenue spot that Fogarty and Karlic's project would later take over, as reported by Queerty.
Those same filings sketched out an ambitious buildout across all three floors. The first floor is planned to seat 66 at tables and 14 at the bar; the second floor would seat 76 at tables and 10 at the bar; and the rooftop would hold 44 table seats and eight more at a rooftop bar, per What Now New York's review of the documents. The filings also listed proposed hours of 11 a.m. to 4 a.m. daily. Separately, the owners had hoped to open in time for Pride 2026, as reported by W42ST earlier this year.
Reddit Weighs In, Divided
Reaction on Reddit's r/nycgaybros has been mixed. Some commenters welcomed another gay bar amid closures, while others questioned whether the neighborhood needs another venue, with one post claiming the area already has 11 gay clubs. Another commenter raised questions about how the bar would treat customers of different races and sexes.
Whether the finished bar will quiet its critics or just give them more material remains to be seen. For now, Pride Bar X Lounge sits at the center of an online argument about branding, generational taste and sidewalk appeal before a single drink has been served.
