Jan 23, 2018

New Neighbor: Bouley at Home

The Flatiron/23rd Street Partnership is delighted to welcome Bouley at Home to the neighborhood, a concept designed in collaboration with Bulthaup kitchen design. For those familiar with our Bouley Test Kitchen article last week, Bouley at Home is the adjacent restaurant in the same space, and in keeping with the comfortable "chef at home" theme of the Test Kitchen, features the comfort and familiarity of “kitchen counters” to serve as the dining area.


"The excitement of the Flatiron District and the evolution it’s going through is a perfect neighborhood for Bouley at Home, a new concept of what dining can be: full of participation, sensual excitement and education," says renowned Chef David Bouley. "By eating on the beautiful home kitchen counters and chefs cooking directly in front of you on home appliances, the correspondence between the chef and the customers present a deep sharing experience visually by educating the choices of ingredients through three simple values, exciting tasting of flavors, the skill and technique to complement the ingredients and finally, the nutritional density and function. This is what Bouley at Home offers to the Flatiron District as a restaurant."


Each kitchen counter space is equipped with their own kitchen designed not for industrial use, but for the home chef. Each station has consumer grade appliances and cookware, making each dish accessible to the home cook. Behind the cooktop, chefs at each station have access to their own refridgerators stocked with the evening's ingredients. Each seat at the kitchen counter has its own cutlery drawer, invoking a homey vibe as patrons reach in for the utencils they need.  


There will be wine corresponding to various Bulthaup counters to offer the guest corresponding food pairings. Guests learn how to execute Chef Bouley’s “building blocks” while enjoying the powers of food matched to its wine. Bouley at Home also offers lectures with health practitioners and hands-on cooking classes. Simple execution and the power of the Living Pantry will be the focus of the classes, as well as the topic of Chef Bouley's forthcoming cookbook.


Bouley at Home provides a multi-sensory Nine Course Tasting Menu ($225) for dinner and a Five Course Tasting Menu for lunch ($59) that immerses guests in a community of shared culinary knowledge, health, and nutrition through fine dining. Beverages, tax and gratuity are not included. A la carte menu options are also available. 

Bouley at Home, 31 West 21st Street, (212) 255-5822

 Photo Credit: Bouley at Home/Nicole Bartelme

Jan 23, 2018

New Neighbor: The Freehand Hotel

The Flatiron/23rd Street Partnership is thrilled to introduce our newest neighbor on the corner of Lexington and 23rd street: Freehand New York. Freehand is a 395-room hotel housed in Flatiron’s former George Washington Hotel, once home to storied writers, musicians, and artists.

The hotel marks a significant point in the evolution of the brand’s free-spirited approach to hospitality, with rooms ranging from bunks to sprawling Penthouse Suites, as well as two restaurants and a cocktail bar from Gabriel Stulman’s popular downtown restaurant group, Happy Cooking Hospitality. There will also be a rooftop bar which will be home to the award-winning Broken Shaker, an outpost of the Smile to Go café, and a renegade-style retail shop with rotating collaborations.

In partnership with Bard College’s artist residency and commissioning program, Live Arts Bard, and the Bard MFA program, the hotel will launch the Freehand Fellowship allowing select artists to live, work and exhibit within the hotel. 

"We are excited to be opening Freehand in perhaps the most exciting neighborhood in New York," said Andrew Zobler, President and CEO of Sydell Group. "The Freehand follows our NoMad Hotel a few blocks away and is a short walk from our offices on 26th Street just west of Broadway. We hope to be a living room for the neighborhood and to be a further catalyst for the excitement surrounding the district."

Building upon three previous locations, the Manhattan Flatiron flagship establishes the Freehand spirit of inversion and irreverence by taking the long route home to the city of the brand’s inception. Built in 1928, the original George Washington Hotel emerged at a time of rapid development in Manhattan. Freehand New York will take both literal and figurative design cues from the building’s history as a comfortable, affordable hotel located in the heart of New York City, with easy access to the arts and industries that established the city at the forefront of creative innovation.


Designers Roman and Williams bridged the gap between these eras to create a conversation between past and future, layering the work of emerging artists selected for Bard’s Freehand Art Commissions over the building’s meticulously restored interiors. The entry to the hotel is the first space to speak to the combination of old and new. Existing historic millwork is lovingly restored to its original repose, while a new mural by a Bard College graduate is set against the historic architectural backdrop to inject a new energy into the space.


Guest rooms will be outfitted with vibrant, colorful textiles and dynamic accents including custom light fixtures, casegoods and upholstery, and original murals by select Bard artists. Roman and Williams worked with local manufacturers and artisans to create custom furniture and decorative elements with a focus on the American craftsman aesthetic. Room layouts and custom furniture will speak to the universal experience of a communal way of sharing spaces, balanced with the intent to provide privacy and reprieve. Compact, but carefully placed lighting and familiar natural materials like custom wooden beds will offset an inspiring and striking palette of colors and décor.


Bars & Restaurants
Known and loved for their collection of intimate neighborhood restaurants in the West Village, Happy Cooking Hospitality is partnering on several of Freehand New York’s food and beverage spaces. The group’s first Flatiron endeavors will demonstrate their signature balance of warm service, great food and drink, and laid-back vibes, with Executive Chef/Partner Matt Griffin leading the kitchen team and Managing Partner Matt Kebbekus leading the dining room teams.

Simon & The Whale, the hotel’s standalone restaurant located on the ground floor, will be a lively neighborhood joint with a focus on seafood, a passion of Griffin’s. Thoughtful juxtaposition between elegant technique and craveable rusticity will be evident in every dish, from the lightly cured Fish & Chips to the grilled Whole Fish for Two with lettuce wraps, as well as bright crudos and tartares, beautiful vegetables, and more. The restaurant’s design mirrors these intentions: comfortable and casual enough for everyday dining, yet refined in its craftsmanship and custom furnishings for special occasions. Iroko millwork and tile cladding revive the architectural bones of the space, all accented by a warm palette of wood millwork, green and blue hues of ceramic tile and marble, and burnished brass touches throughout.

Sydell Group and Stulman are also collaborating on two new venues now open off the hotel’s second floor mezzanine, which will serve as a living room for both the hotel and its surrounding neighborhood. A bright, inviting all-day restaurant, Studio offers a menu tinged with North African and Near Eastern flavors, referencing Stulman’s Jewish-Moroccan heritage. Each morning, guests can indulge in freshly
baked Chocolate Challah Babka or Barbari Bread served with Smoked Salmon & Capers, while the all-day menu will feature bites like Croquettes with Green Lentils and Harissa Aioli, Turkish Dumplings, Beet Crepe with Fennel, Mint & Sunflower Seeds, as well as sandwiches, shared plates, and sweets.


Named after the portrait of the hotel’s eponymous namesake that hangs above the bar, The George Washington Bar will embody a relaxed refinement. The room’s original mahogany millwork and fireplace have been restored, with upholstered vintage furniture punctuating the dark and moody atmosphere. The tightly-edited menu will be a high-low fantasy, featuring small bites for every taste ranging from House Turkey Jerky with pastrami spice to Osetra Caviar with buttered toast.

Matt Kliegman, Carlos Quirarte, and Melia Marden will also debut their third location of Smile to Go, the offshoot of their popular NoHo café, The Smile, to the left of the hotel’s entrance. The largest outpost to date, complete with extensive seating, Smile to Go at Freehand New York will be a comfortable space for guests to enjoy a healthy, seasonal menu rooted in Mediterranean flavors to stay or to go.

In the spring, Gabe Orta and Elad Zvi will open the Broken Shaker on the hotel’s rooftop. The bar, which originated in Miami, has won a spot on the “World’s 50 Best Bars” list for the past four years, and has also been nominated for two James Beard awards.

This is the second Manhattan property by Sydell Group, following the iconic NoMad Hotel, also in the Flatiron District just a few blocks away.

Freehand New York, 23 Lexington Avenue, (212) 475-1920

Photo Credit: Freehand New York

Jan 16, 2018

New Neighbor: Bouley Test Kitchen

The Bouley Test Kitchen, the brainchild of famed New York Chef David Bouley, is a unique event space located in the Flatiron District. Quietly opening on 21st Street in 2017, the multifunctional Test Kitchen serves as an elegant event space, an interactive classroom, and a state-of-the-art culinary laboratory.

"After 32 years of operance in Tribeca, we have been so welcomed to the Flatiron District with all its excitement and creativity," says Chef Bouley. "We bring to the neighborhood Bouley Test Kitchen, an events space for personal and corporate celebrations, a place to buy a coffee and organic croissant in the morning, and a special valued lunch venue focused on the values of nutrition, healthy calories and nutrient density. Bouley Test Kitchen also operates as an educational center where we regularly have leaders in their fields present an hour lecture sharing their success followed by a tasting menu corresponding to their presentation." 


As a cultural culinary center and interactive classroom, the Bouley Test Kitchen serves as an educational venue for guests to learn techniques from visiting chefs through lectures and demonstrations. Instruction encompasses all aspects of on-hand cooking – selecting the right ingredients, creating dishes that complement one another, and assembling a nutrient-dense meal which can be recreated at home. One recipe can inspire 13 additional sub-recipes. Chef David Bouley’s goal is to help guests become better acquainted with their own signature in developing menus, the dish’s health components quantified with special dietary needs and allergies in mind. The Test Kitchen also allows the Bouley team to develop and advance gastronomic approaches. Organic and bio-dynamic ingredients further new techniques driven by health and flavor.


Bouley Test Kitchen can host seated events for 120 guests and cocktail receptions for up to 180 people. Its unfolding layout blends the sophistication of a ‘Chef’s dream’ with a library of more than 8,000 cookbooks of inspiration; it serves as a reception area for passed canapes or small plates. The main dining room’s Steinway Concert Model B piano resonates under an 18th century Murano glass chandelier. To personalize anniversaries or corporate events, state of the art color LED projection is available. The Test Kitchen also features audiophile A/V equipment with projection. Full video conferencing capabilities make this space perfect for private events, corporate/media events, photo/video shoots and, of course, cooking demonstrations.


Bouley Test Kitchen is open for private events, classes, and by appointment. You can also stop by its adjoining coffee counter and enjoy a meal at their adjacent restaurant Bouley at Home. 

Bouley Test Kitchen, 31 West 21st Street, (917) 237-3205



Dec 19, 2017

New Neighbor: Togas House of Textiles

The Flatiron/23rd Street Partnership couldn't be happier to welcome a new flagship store to the Flatiron District, Togas House of Textiles. Founded in Greece during the early 1900s, Togas has been a pioneer in quality textiles, bringing luxury, refinement and impeccable style to homes and venues around the world. At heart, they are a family company. For almost 100 years, expertise and passion for the textile industry has been passed down from one generation to the next.

Togas House of Textiles is one of the leading brands of the Togas Group of Companies, featuring over 3,000 products for the entire home in 120 retail boutiques around the world. Creating rich and artistic interiors is their passion, so they’ve developed an extensive product range of bed linens, curtains, duvets, pillows, terry products, table linens, decorative accessories, home fragrances, and baby collections that enable customers to find the perfect design elements to complete their home.

"It took almost a year to find the location for our flagship store. Flatiron District was the first on our list as it's a popular area for home decor retailers. Togas wanted to be part of this community and bring its own sparkle to the neighborhood," says Tatiana Pinhasi, US Operational Manager. "The corner location of Fifth and 26th was perfect for us with great exposure and amazing visibility. It feels this particular spot has a special history, people taking pictures of the Flatiron Building right from our corner. And, of course, Togas design and the architecture of the building completes the most beautiful piece of art. We are very happy with the location and our neighbors."

The Togas family has been working in the textile industry since 1926, a period that saw the subtle elegance of Art Deco. Their boutique interiors celebrate this heritage, incorporating Deco motifs into modern designs, and reinventing vintage looks to suit the contemporary customer, and the Flatiron flagship is no different. Always endeavoring to bring unique, trendsetting, and innovative designs to our collections, the Togas in-house design team uses only the highest production standards for all of their products—their impeccable quality, therefore, is their guarantee.

At the forefront of Togas is their customer service team. Vastly knowledgeable when it comes to the product range and principles of interior design, the boutique assistants work one-on-one with customers to capture the aesthetic that suits every client’s individuality. Togas' goal is simply to make your dream home a reality. 

Togas was founded in Greece and has grown to a global company with offices in Russia, China, UAE, Turkey, and India. They develop unique and cohesive interior design concepts that are manifested through a full assortment of bedding, terry products, table linens, decorative accessories, houseware, curtains and home fragrances. Moreover, providing exceptional bespoke service with made-to-measure fabric collections for our customers is their top priority. We think they will fit in quite nicely in the Flatiron District. 

Togas House of Textiles212 Fifth Ave, (212) 300-2876

Dec 5, 2017

New Neighbor: Bulletin Mini Mall Pop-up

The Flatiron/23rd Street Partnership couldn't be happier to welcome Bulletin's brand new pop up, Bulletin Mini Mall, to the Flatiron District for the holidays. The store is up and running now for all of your holiday shopping needs and will stick around until at least January 15th. We're hoping they like it so much they stick around for more. 

Bulletin's philosophy is a brand new approach to brick and mortar retail. The mission was to reinvent how stores work and make it easier for emerging brands and online-only retail to access physical retail space. With the internet, anyone can open an online store in just a few clicks, and they wanted to bring that ease and efficiency to traditional retail. So Bulletin built a platform that allows brands to share the cost of a real-life store. This spans startups, individual sellers, big brands, and tiny ones. The Bulletin team scours the internet to dig up their favorite brands and get their products on the shelf in just a few days.

"We decided to open our Bulletin Mini Mall pop-up shop in Flatiron, specifically, because we felt it was booming with great retail stores, young startups, and tourists. It's actually pretty difficult to find a neighborhood that has such high foot traffic spanning locals, visitors, and shoppers," says Co-Founder & COO, Ali Kriegsman. "We were really eager to connect with the young professionals in the neighborhood looking to holiday shop but also get in front of folks traversing Flatiron for Eataly, Fifth Avenue shopping, and the Union Square holiday market. It's been an ideal location to do a retail pop-up and we couldn't be more thrilled."

When it comes to the shopper, experience is the most important element of a Bulletin space. Building lounges and recruiting popular Instagram brands was an intentional way to connect with modern consumers. As part of the rent share model, any Bulletin brand can host unlimited events and activations in their respective space. This has become instrumental in driving foot traffic and also has allowed them to hone in on a people-based business. They believe retail spaces should be about bringing people together, not just selling a product.


Providing experiences facilitates community, both across the brands, and of course with the customers that attend and interact. It also helps Bulletin stay relevant and ties the Bulletin brand to a feeling of discovery. In an Instagram world where we’re feasting our eyes on new content 24/7, in-store events also provide a constant stream of new content. The stores are poised to become a gathering place for thriving internet communities making and sharing beautiful products that are now seeing the light of day.

In addition to the Bulletin Mini Mall holiday popup, there are currently two Bulletin spaces - one in SoHo and one in Williamsburg, with many more to come.

Bulletin Mini Mall is open Monday through Saturday 11 am - 8 pm, and Sunday 11 am to 7 pm.

Bulletin Mini Mall holiday popup, 927 Broadway, (212) 228-1625


Nov 28, 2017

New Neighbor: Chikarashi

The Flatiron/23rd Street Partnership is thrilled to welcome Chikarashi to the Flatiron District. Located in the NoMad area of the Flatiron Business Improvement District, Chikarashi has made a name for itself as one of the best poke restaurants in New York City. This is Chikarashi’s second location after debuting in Chinatown last year.

Chikarashi offers a contemporary perspective on Hawaiian poke, influenced by Japanese chirashi, with flourishes of Korean and Chinese flavors. At the helm of this refreshing fast-casual concept is Executive Chef Michael Jong Lim, who has previously worked at critically-acclaimed restaurants such as Neta, Masa, and Aldea.

The restaurant features a minimalist atmosphere of natural wood, with a counter that seats eight. Chikarashi serves thirteen signature bowls of poke, including the Sichuan Chili Salmon with Scottish salmon, Sichuan mayonnaise, furikake and katsuo panko and the Wasabi Mayo Tuna with bluefin tuna, wasabi mayo, shichimi, shoyu daikon and shoga.

Diners at Chikarashi can select from regular (3 oz. fish) or large (4 oz. fish) portions. Regular bowls start at $12.99 and large bowls start at $14.99.

Hours are Monday through Saturday from 11:30 am to 9 pm, and Sunday from 12 to 4 p.m.

Chikarashi, 1158 Broadway, corner of 27th Street, (917) 262-0623

Photo Credit: Chikarashi

Nov 13, 2017

New Neighbor: Bazar Tapas Bar & Restaurant

The Flatiron/23rd Street Partnership is excited about the addition of a new tapas hot spot in the Flatiron District. Bazar Tapas Bar and Restaurant is situated in the Nomad area of the district serving contemporary tapas.

Tapas are a variety of small, savory Spanish dishes, served as a snack with drinks, or with other tapas as a meal. Tapas may be cold (such as mixed olives and cheese) or hot (such as chopitos, which are battered, fried baby squid). In select bars in Spain, tapas have evolved into an entire, sophisticated cuisine unto itself. In Spain, patrons of tapas can order many different tapas and combine them to make a full meal. In some Central American countries, such snacks are known as bocas. In Mexico, similar dishes are called botanas.

Bazar Tapas Bar uses only the finest ingredients in its savory plates. The selections are derived from a variety of national cuisines, prepared for your specific palette. Enjoy them with a fine wine, or one of the many signature cocktails crafted by Bazar's skilled mixologists.

From the owners of Upper East Side fave Vella Wine Bar & Kitchen, and Midtown East mainstay La Cava, Bazar Tapas Bar & Restaurant joins a family of successful ventures pairing delicious food with wine & cocktails.

Bazar Tapas Bar & Restaurant is open 11:30 am - midnight Monday through Wednesday, 11:30 am - 1 am Thursday & Friday, 4 pm - 1 am Saturday, and 4 pm - midnight on Sunday.  

Bazar Tapas Bar & Restaurant, 31 West 26th Street, (212) 510-8155

 Photo Credit: Bazar Tapas Bar & Restaurant

Nov 1, 2017

New Neighbor: Blu Dot

The very first Blu Dot store opened in SoHo in 2008. Back then they had far fewer designs and did not need as much space to show off their home decor. Now nearly ten years later they have a lot more work to share, and the Flatiron/23rd Street Partnership is thrilled they decided to open their new modern furniture flagship store in the NoMad area of the Flatiron District.

"We are excited to elevate our retail presence with this flagship store in the Flatiron District, which we see as a burgeoning design district," says the Blu Dot team. 

Blu Dot began with friends Maurice Blanks and John Christakos, who discovered in college a shared passion for art, architecture, and design. After gradating, they searched for modern design to furnish their first homes, but the things they could afford they didn't like, and the things they liked they couldn't afford. They figured they weren't alone. So, along with friend Charlie Lazor, the three of them - two architects and a sculptor - started Blu Dot in 1997, with the goal to bring good design to as many people as possible.

Located at the corner of 28th and Madison, the new 12,000 square-foot store features a barrel-vaulted customer lounge and a dedicated trade and contract client work area. This new store will showcase Blu Dot's continued desire to elevate the in-store experience, as they are quick to reassure customers that they will still have Twizzlers, solid tunes, and great people to make sure that everyone who visits has fun.

The Blu Dot flagship is open to the public Monday through Saturday 9:30 am to 6:30 pm, and Sunday noon to 5:00 pm. 

Blu Dot, 79 Madison Avenue, (646) 863-0252

Oct 24, 2017

New Neighbor: Thursday Boot Company

The Flatiron/23rd Partnership is beyond pleased that the Flatiron District is home to the first ever Thursday Boot Company showroom. Predominantly an online retailer, the first brick and mortar Thursday Boots showroom found its Flatiron home on West 21st Street.

"I've lived in the area for almost seven years and am excited to have our corporate home in the district I call home," says Co-Founder Nolan Walsh. "Nothing is as inspiring as walking through Madison Square Park every day on the way to work. A central location with a vibrant community, we are so excited to call the Flatiron home. We're excited to keep meeting our neighbors and welcome you to stop by anytime!"

Thursday Boot Company was built out of boot frustration. Clunky work boots or delicate fashion boots? Cheap boots that fall apart after a few wears, or boots that were incredibly overpriced? The founders felt like these trade-offs were standard and expected when boot shopping. They started Thursday Boot Company to offer an alternative — high-quality boots at honest prices that could handle their busy lives in New York City.

Three years later, Thursday boots are worn in all 50 states and nearly 60 countries. What started as a "bootstrapped" passion project evolved into something truly special.

"Thursday is all about being ready for the unexpected. Officially a weekday, Thursday is also the unofficial start of the weekend. So no matter what you do for work, or where you go for fun, you can always stand confidently in your Thursdays. That is the mission behind every product we make. And yes, you can wear them Friday through Wednesday, too."

To experience Thursday Boots in person, swing by the new showroom in Flatiron. Whether you're looking for a new style or want to say hello, the team at Thursday Boots can help.

Thursday Boot Company showroom is open Monday through Friday 11am to 7pm, and Saturday 11am to 6pm. Closed on Sunday.

Thursday Boot Company, 48 West 21st Street, 6th Floor, (929) 352-1201