Writer Joel Stein and managing editor of Time Magazine Rick...

Writer Joel Stein and managing editor of Time Magazine Rick Stengel attend the book party for Man Made by TIME's Joel Stein at MLB Fan Cave in New York City. (May 21, 2012) Credit: Getty

Let’s face it, Major League Baseball long has been, um, coolness challenged.

Addressing that was part of the idea behind the MLB Fan Cave, which debuted last season in the former Tower Records store on lower Broadway - and adjacent to the NYU campus - and has returned with a new décor designed in part to dial up the hipness meter further.

“We’ve been trying to talk to younger audiences for years and years and years, and we never found a tool as effective as the Fan Cave,’’ said Tim Brosnan, MLB’s executive vice president for business.

The Cave operates on a variety of levels, from social media interaction to video production to hosting live events such as concerts and this past week’s news conference kicking off All-Star festivities.

“It is exactly what we envisioned it to be, which it is a platform for all conversations social, with baseball running through it,’’ Brosnan said. “The efficacy of this as a marketing tool is off the charts for us.’’

More sports media

Newsday LogoSUBSCRIBEUnlimited Digital AccessOnly 25¢for 5 months