Ecko Chamber! 10th Ave. Showroom for Lohan Devotee

Marc Ecko, that faint reverb of '90s cool, is opening a new showroom on the far West Side.

Mr. Ecko, whose hipness has lately gone the way of rip-off track pants, recently anointed fallen child star Lindsay Lohan as his half-nude "digital muse." In a move scarcely less edgy, he's taken 18,500 square feet at up-and-coming 475 10th Avenue for two years.

Mr. Ecko has faced rising debts in the last few years, after he started his brand in 1993 and quickly expanded into magazine publishing and video gaming. The landlord at the Times Square Theater also sued the company in 2009, saying they stopped paying rent on space planned for a three-story flagship.

The designer will be using the new 10th Avenue space as a showroom and for executive offices. Fellow strivers in the turn-of-the-last-century building include Isaac Mizrahi, Richard Meier Architects, Time Out New York and Donna Karan Home Collection.

The asking rent was $35 per square foot.

Michael Heaner of the Kaufman Organization represented the landlord, while Clayton Kline of Jones Lang LaSalle represented the tenant.

lkusisto@observer.com