Hearst Building "Boutiques" Reappear And Disappear

No, there is not going to be a new Anna Sui boutique in the Hearst Building at 57th and Eighth, or a Catherine Malandrino shop or, as we noticed yesterday, an Alberta Ferretti store. They seem to be appearing and vanishing at random, however they are just fake storefronts. Apparently, the empty retail space in the building (of which there remains an abundance) is being tarted up for the filming of "Confessions Of A Shopaholic". Apparently, the northern tip of Hell's Kitchen is supposed to be some sort of luxury shopping destination.
Maybe they're filming a dream sequence.