A mammoth effort to keep a landmark institution afloat.

Gem Spa,  an East Village landmark, opened in the 1920s on the corner of St. Mark's Place and 2nd Avenue. It got its current name in the 1950s, and gained fame through beat writers who frequented the place. Celebrities and artists, including the likes of Madonna who posed outside the store while filming 'Desperately Seeking Susan' have also dropped in. It was also once home to the famous Zoltar fortune telling machine. But it's big claim to fame is its egg cream drinks.

These days the store is struggling to keep its doors open after temporarily losing its cigarette and lottery licenses in the spring.

Now, in an effort to save the corner store, small business advocacy group #SaveNYC is hosting a cash mob this Saturday, September 14th, starting at noon at the store.

A faux storefront was installed as a riff on Citibank, which is rumored to be interested in taking over the premises.

According to the New York Times, the current owner, Parul Patel, says the store is $100,000 in debt and needs to make $17,000 just to keep the lights on.