New York City apartments are notoriously difficult to renovate. Between the rigid co-op boards and the sheer logistical nightmare of getting a ladder through a tiny elevator, local DIYers and contractors usually have their hands full. That is why Janovic Paint & Decorating Center Long Island City remains such a staple. It isn’t just about buying a can of paint; it’s basically a rite of passage for anyone trying to survive a renovation in Queens or Manhattan.
Honestly, the LIC location at 21-45 44th Drive is a beast. It’s situated in a neighborhood that has transformed from a gritty industrial hub into a forest of glass luxury towers, yet the need for high-quality architectural coatings hasn't changed. If anything, the demand for high-end finishes like Benjamin Moore’s Aura line or specialized wood stains has skyrocketed as those new condos fill up.
The Real Deal on the Long Island City Location
You’ve probably seen the Janovic name all over the city. They’ve been around since 1888, which is kind of wild when you think about how many businesses have folded in that time. The Long Island City branch specifically serves as a critical bridge between the residential needs of Astoria and the heavy-duty industrial requirements of the local film studios and construction sites.
Walk in on a Tuesday morning. You’ll see it. It’s a mix of frantic contractors grabbing five-gallon buckets of "Super White" and interior designers agonizing over whether "Swiss Coffee" is too warm for a north-facing living room. The staff there actually knows their chemistry. They aren't just scanning barcodes; they understand why a certain primer might fail on a pre-war plaster wall versus new drywall.
The store is huge. Space is a luxury in NYC, but this spot actually lets you breathe while you look at Hunter Douglas window treatments or wallpaper books. If you’re trying to match a color from a piece of fabric or a chip of paint from an old Brooklyn brownstone, their color-matching tech is arguably the most precise in the borough.
Why Benjamin Moore and Janovic Are Inseparable
You can't talk about Janovic Paint & Decorating Center Long Island City without talking about Benjamin Moore. They are the "The Color Authority" for a reason. Most people don't realize that Janovic is one of the largest independent dealers of Benjamin Moore in the country. This isn't the stuff you find at a massive big-box retailer where the paint sits on the shelf forever.
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Because the turnover at the LIC location is so high, the tinting bases are always fresh.
- Aura Interior: This is the gold standard for rich color. It uses "Color Lock" technology, which basically means the pigment is microscopically bonded to the resin. It doesn't fade.
- Regal Select: This is what most professional painters in NYC demand. It thins out well, hides imperfections, and handles the scrub tests that come with living in a high-traffic city apartment.
- Satin Impervo: If you are doing trim or doors, this is the legendary alkyd finish that many old-school Janovic customers still swear by for that glass-like look.
Beyond the Paint Bucket
Most folks think Janovic is just paint. Wrong. The Long Island City location is secretly one of the best spots for window treatments and custom decor. If you've ever tried to measure a 10-foot window in a loft, you know how easy it is to mess up. They have consultants who actually come to your place, which is a lifesaver.
They carry the full Hunter Douglas line. PowerView Automation is a big seller here because, let's face it, nobody wants to manually pull cords on twelve different windows in a LIC penthouse. You can program your shades to open with the sunrise over the East River. It’s a bit extra, sure, but it’s the kind of thing that makes a New York apartment feel like a home instead of a closet.
The wallpaper selection is another deep dive. We're talking brands like Candice Olson and York Wallcoverings. In an era where everyone is buying peel-and-stick crap online that falls off in six months, having access to heavy-duty, high-design wallcoverings is a game changer for local designers.
Navigating the Logistics of LIC
Getting to 21-45 44th Drive isn't too bad, but it’s Long Island City, so parking can be a gamble if you aren't careful. It’s right near the Court Square station. You’ve got the E, M, G, and 7 trains all converging right there. If you're a DIYer, you can take the train, but carrying three gallons of paint on the 7 train is a bold move. I’ve seen it done. I wouldn't recommend it.
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For the pros, the delivery service is the real MVP. Janovic runs a fleet of trucks that navigate the city's insanity to get materials to job sites. If a crew is stuck in a high-rise and runs out of a specific lacquer, they can't just pause and go for a stroll. The LIC hub is central to making sure those deadlines are met.
The Misconception About Price
A lot of people think going to a specialty center like Janovic is going to cost way more than a warehouse club. Honestly, it’s a wash. While the "contractor grade" stuff at big boxes is cheaper, you end up needing three coats instead of one. The math doesn't work out. At Janovic, you’re paying for the solids in the paint. More solids mean better coverage. Better coverage means you spend less time on a ladder.
Also, the advice is free. You try asking a teenager at a generic hardware store about the moisture-wicking properties of a masonry sealer for a basement in Sunnyside. They'll look at you like you're speaking Greek. At Janovic LIC, the guys behind the counter have often been there for decades. That expertise prevents expensive mistakes.
Essential Steps for Your Next Project
If you're planning to head over to the Janovic Paint & Decorating Center Long Island City, don't just wing it. New York projects require precision.
- Check your lighting. The LIC store has professional lighting, but your apartment probably has those weird yellow LEDs or harsh northern exposure. Grab a pint-sized sample first. Paint a 2x2 square on the wall. Watch it for 24 hours.
- Bring your measurements. If you're looking at blinds or wallpaper, don't guess. Bring the exact width and height of the window casing. If it's an old building, measure the top, middle, and bottom. Nothing in NYC is level.
- Ask about the "Project Starter" deals. They frequently have bundles for those just moving into the neighborhood.
- Consider the finish. Most people default to eggshell, but "Scuff-X" is a newer Benjamin Moore product Janovic carries that is basically bulletproof for hallways and kids' rooms.
The Long Island City design scene is shifting. It’s becoming more refined, more "Architectural Digest" and less "industrial warehouse." Janovic has managed to pivot with it, keeping the grit of a hardware store but adding the polish of a high-end design showroom. Whether you're a landlord trying to refresh a rental or a homeowner doing a full gut Reno, this place is the anchor of the LIC improvement scene.
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Actionable Insights for Homeowners
Don't buy all your paint at once if you aren't sure about the color. Use the Janovic "Color Portfolio" app to visualize things, but always trust a physical swatch over a phone screen. If you're hiring a painter, tell them specifically you want Janovic-sourced Benjamin Moore. Some contractors try to swap in cheaper alternatives to save on their margins, but you’ll see the difference in three years when the color starts to chalk.
For those in the Long Island City area, take advantage of the in-store consultations. Walking in with a vague idea of "blue" is a recipe for a headache. Bring a pillowcase, a rug sample, or even a photo of your flooring. The staff at the 44th Drive location are used to these deep-dive consultations and can help you build a cohesive palette that actually works with the unique light of a Queens apartment.
Stop by early. The pros hit the counter at 7:00 AM. If you want a more relaxed experience where you can browse the wallpaper books without feeling rushed, aim for the mid-morning lull around 10:30 AM. You'll get more one-on-one time with the decor specialists who can walk you through the nuances of different sheen levels and textural finishes.
Stay focused on the prep work. Janovic sells the best primers and wood fillers in the business, and any expert there will tell you that the paint is only as good as the surface underneath it. Pick up some high-quality Purdy brushes or Wooster rollers while you’re there—using a three-dollar brush on sixty-dollar paint is the fastest way to ruin a weekend project.
The reality of New York living is that your space is your sanctuary. Getting the walls right is the first step in making a cramped apartment feel like a curated home.