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Why This Stunning Times Square Sardine Shop Is a Must-See

I need to preface this entry by saying: I am not a fan of sardines or other tinned fish. You know what I am a fan of, though? Unusual and unique places that you can’t find anywhere else. Here at Route 1 Views, we love that stuff. It is hard to get any more unusual and unique than the Fantastic World of the Portuguese Sardine store in Times Square, which blends Art Deco signage with a wildly ornate interior shipped directly from Portugal that resembles a 19th century library. A library of canned fish.

This requires a bit of explanation, of course. The Fantastic World of the Portuguese Sardine store represents a contemporary extension of a long-standing Portuguese canning tradition. Operated by Comur, a seafood company established in 1942, the shop highlights the brand’s effort to bring its heritage products beyond Portugal. After developing more than 20 locations domestically, the company expanded internationally with a flagship store at 1582 Broadway, secured through a decade-long lease in one of New York City’s most visited areas.

The store’s concept merges retail with immersive design. Styled as a whimsical “canning library,” its interior features floor-to-ceiling shelves filled with vividly illustrated tins, presenting sardines as both culinary items and collectible objects. One of its most recognizable features is the “Timeless Sardines” line, in which cans are labeled with years dating back to 1916. While these dates are symbolic rather than literal, they allow customers to select tins tied to birthdays or milestones, each accompanied by brief historical references or notable figures from that year.

The opening of the store aligned with a growing global fascination with tinned seafood, driven in part by social media trends that spotlight preserved fish as both affordable and gourmet. Alongside traditional offerings, the shop includes premium selections, such as hand-prepared sardines and decorative gold bar packaging that emphasizes luxury. Through this blend of heritage, storytelling, and theatrical presentation, the store reimagines canned fish as a cultural emblem and a distinctive experience for an international audience.

Whatever your predisposition toward purchasing the rather pricey tins of sardines, octopus, salmon, tuna, crab, and lobster may be, we think you’ll find the store itself as fascinating as the name would suggest. The displays are colorful and captivating, and the decor is unlike anything I’ve ever seen in a store. My wife did try one of the sardine tins, and she reported that it was quite good. I tried a little nibble just to be sure, and sardines still most definitely are not for me, but I have to respect the thought and effort put into this odd but endearing store. I’m sure you will as well.

Matthew Christopher May 04, 2026 New York NY Architecture Places to Visit

Location: 1592 Broadway, New York, NY 10036

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