May 14, 2019

New Neighbor: Sweetcatch Poke

Healthy lunch and dinner options have become a staple in the Flatiron District. That's why the Flatiron/23rd Street Partnership is pleased to welcome a new addition to healthy food choices: Sweetcatch Poke. Poke originally opened in New York City in 2016 on Lexingtonton Avenue between E 54th and E 55th. The new NoMad location, situated in the north east corner of the district, is now open on Madison Avenue between 27th and 28th streets. Sweetcatch serves pre-marinated poke bowls that mirror the authentic flavors of Hawaii. 

"I have lived in the NoMad area of the Flatiron District for 16 years and love how the neighborhood has grown. We loved the community around Madison Square Park that made it the 'place to be' since my boys were born," says Sweetcatch owner, Frank Vellucci. "My boys might be 13 and 9 now, but we love to go to the park and try the various restaurants and shops throughout the district. I am proud to have Sweetcatch be part of our thriving new neighborhood."  

Sweetcatch's menu offers five Hawaiian Classic bowls with ongoing specials rotating monthly. In addition, customers have the option to Build Your Own Bowl in five easy steps. First, guests choose their prefered base of white or brown rice, marinated kale, or vegetable noodles, followed by their choice of protein: chicken, tofu, or seafood pre-marinated Hawaiian style poke. Next, guests can select their custom mix of fruits and veggies as toppings and then add some crunch to complete the ultimate poke bowl. Sweetcatch also features nori popcorn, housemade lemonades, and frozen drinks.

If your office or events need catering, Sweetcatch Poke offers a robust catering menu. Build Your Own Bowls, Poke Burrito Platters, and Canape options give hosts the opportunity to offer something delicious, healthy and different.

Sweetcatch Poke is open Sunday through Monday 11 am - 9 pm.

 Sweetcatch, 66 Madison Avenue, (212) 481-4020

Apr 23, 2019

New Neighbor: Iconoclast Fitness Studio

The Flatiron/23rd Street Partnership is happy to introduce Iconoclast Fitness Studio to the Flatiron District. Iconoclast, located on the fifth floor of 210 Fifth Avenue, is a luxurious, light-filled boutique personal training facility with a birds-eye view of Madison Square Park that focuses on transformational results for clients. The word iconoclast is defined as "an individual who challenges cherished beliefs or venerated institutions on the grounds that they are erroneous. A rebel, someone who does things that others say can't be done," which serves as a motto for the studio. 

"I wanted to open a studio for people to dramatically transform their lives by transforming their bodies, and I wanted to create a fun and supportive WeWork-like space for personal trainers to train their clients and grow their business," says Owner & Founder Ngo Okafor, a two-time Golden Gloves champion and former fitness model.



Okafor spent years training clients, including A-list celebrities, at some of New York's biggest gyms prior to opening Iconoclast. The studio features a sunny turf room, extensive cardio room, and fully-equipped weight room along with large men's and women's locker rooms. Ngo hosts clients through the 7, 14, and 28-day Iconoclast Transformation programs that include circuits of strength exercises and bursts of cardio throughout. Iconoclast also launched a fitness program for children ages 7 to 10 called All Bodies Can Do (ABCD). The program is designed to help young people develop and enhance their physical skills, capabilities, and self-confidence.

The 7-day transformation program includes five days of personal training with Ngo, plus two cardio sessions; the 14-day program includes 10 days of personal training and four cardio days; and the 28-day program includes 20 personal training dates and eight cardio workouts. Each program focuses on activity, recovery, and diet.

"What led me to my physical fitness journey was that I was a sickly kid and was bullied. At the age of 13, I outgrew my sickness and vowed to change my life. I vowed to get bigger and never be bullied again. That's when I started lifting weights and working out," says Okafor. "The most important thing that I tell my clients is that you can achieve anything you set your mind to as long as you're willing to work hard."

Iconoclast is open for training sessions, as well as Cardio Memberships (with full access to the cardio studio and the turf room), Monday through Friday 6 am - 9 pm, Saturday 8 am - 3 pm, and Sunday 8 am - 2 pm. 

Iconoclast Fitness Studio
, 210 Fifth Avenue (fifth floor), (646) 598-4806

Photo Credit: Iconoclast Fitness Studio

Mar 26, 2019

New Neighbor: David's Bridal

As wedding season approaches, the Flatiron/23rd Street Partnership is pleased to welcome David's Bridal, a one-stop shop for wedding dresses and formal apparel, to the neighborhood at 45 West 25th Street.

The store's exclusive assortment of bridal gowns features a broad spectrum of silhouettes, lengths and styles, and their wedding dresses, bridesmaid dresses, and cocktail party looks are designed with the season's cutting edge materials and colors. Sizes at David's Bridal span from petite to plus, so every woman can walk down the aisle in the bridal dress of her dreams.

In addition to dresses and gowns, David's Bridal offers everything you need to complete your head-to-toe look from shoes and handbags, to jewelry and headpieces. The store also features expert in-house alterations to make sure your dress is a perfect fit.

All David's stores feature exclusive designer collections by David's Bridal, Oleg Cassini, Galina, Galina Signature, and DB Studio. Designer collections by White by Vera Wang, Truly Zac Posen, and Melissa Sweet are available in select locations, however they can be ordered at any David's Bridal store. 

David's Bridal is open Monday through Friday from 10:30 am to 7:30 pm, Saturdays from 9 am to 7:30 pm, and Sundays from 10:30 am to 6 pm.

David's Bridal, 45 West 25th Street, (646) 827-4050

Photo Credit: David's Bridal

Mar 18, 2019

New Neighbor: Taïm

The Flatiron/23rd Street Partnership is excited to announce the opening of Taïm, the acclaimed Tel Aviv-inspired vegetarian and kosher restaurant, to the neighborhood at 64 West 22nd Street, near Sixth Avenue. Originally opening in the West Village in 2005 by Chef Einat Admony and Stefan Nafziger, Taïm, pronounced tah-eem, offers their signature falafel and cauliflower shawarma to both vegetarians and carnivores alike.

Taïm has been known for high quality vegetarian – mostly vegan – fare that is rooted in tradition and is full of spices and flavor. All food, including both the traditional green falafel with parsley, cilantro, and mint, and the harissa falafel, packed with Tunisian spices, is prepared in the restaurant daily following Chef Einat's exacting culinary techniques. Taïm means "tasty" in Hebrew, and Zagat calls it "bliss in a pita".

Last year, Taïm announced expansion plans and opened locations on Maiden Lane in the Financial District and the West 22nd Street location in Flatiron. There are now five locations in New York, with plans for their first location outside Manhattan slated to open in the Georgetown neighborhood of Washington, D.C. in summer 2019.

"We are thrilled to have opened our fifth NYC location in the bustling Flatiron District. We used to park our food truck right down the street from this spot for years and we always loved the people and the reception we got, so we knew it was a great space for us," says Taïm COO Bethany Strong. "It's nice to see some familiar faces and long-time customers come back now that we have our brick and mortar. We are home."

Taïm Flatiron is open seven days a week from 11 am to 10 pm and offers delivery and catering services.

Taïm, 64 West 22nd Street, (212) 966-7364

Photo Credit: Taïm

Mar 12, 2019

New Neighbor: Silver Mirror Facial Bar

The Flatiron/23rd Street Partnership is thrilled to introduce Silver Mirror Facial Bar to the Flatiron District. Silver Mirror, located on 22nd Street between Fifth and Sixth Avenues, is a new facial bar introducing a fresh and decidedly modern approach to skincare. They strive to change the way consumers think about, take care of, and maintain their skin.

"After opening our first location in the Upper East Side three years ago, we knew that Flatiron would be our next stop," said Matt Maroone, Co-CEO. "Its demographics and vibrancy are perfect for our growing luxury brand.  Most important for us was the neighborhood's central location. All of the main subway lines are within a few blocks, giving our clients easy access to our facial bar from anywhere in the city."

Silver Mirror offers unique and customized facial treatments to help clients achieve their skincare goals. From their Anti-Aging Facial to the Acne-Fighting Facial, all of our facials are designed to target and address your skincare concerns with personalized care.

Every facial at Silver Mirror is packed from beginning to end with premium machines (LED, electric muscle stimulation, high-frequency, etc), high-end products, and top-notch estheticians to treat your skin. All of our facials include customized exfoliation using microdermabrasion, hydradermabrasion, light chemical peels and more; these services are usually expensive add-ons at other places, however, at Silver Mirror, they are included in your facial. At the end of each facial, a vitamin-enriched oxygen treatment is used to perfectly reinvigorate your skin.

Healthy skin is an ongoing process.  We have worked to make the process affordable and in sync with your busy schedule.  They also offer memberships and packages so that clients can get your facial fix on a regular basis and maintain your healthy skin lifestyle.

Silver Mirror makes it easy for to prioritize skincare. Their goal is to make facials fast and affordable, yet completely customized, and above all, results-driven and effective. Over time, they help their customers achieve healthy, beautiful skin that lasts.

Silver Mirror is open Monday through Friday 8 am - 10 pm, Saturday 9 am - 7 pm, and Sunday 10 am - 6 pm. 

Silver Mirror Facial Bar, 20 West 22nd Street, (212) 702-8742

Feb 25, 2019

New Neighbor: Seven Grams Caffe

The Flatiron/23rd Street Partnership is happy to welcome Seven Grams Caffe, a minimalist coffee shop featuring fresh-roasted craft coffee, house-baked sweet and savory pastries, free WiFi, and live art events to the southeast corner of 28th Street and Madison Avenue. The debut of Seven Grams Caffe speaks to a larger trend of cafés opening in the NoMad section of the Flatiron District that further establish the neighborhood as a coffee and pastry hotspot. 

The Madison Avenue shop is the third in the Seven Grams family joining locations in Chelsea and Hudson Square. The cafe's inspiration comes from a passion for fragrant espressos and decadent baked goods, and a desire to combine them under one roof. The name is an ode to an Italian standard which states that the perfect shot of espresso is made using exactly seven grams of ground coffee. Seven Grams' promise of the perfect shot of espresso is meant to conjure thoughts of a tiny espresso bar established over a century ago in a picturesque Italian village that was passed down between generations of experienced coffee brewers. 

In addition to espresso, Seven Grams' coffee menu offers macchiatos, cappuccinos, flat whites, lattes (complete with impressive art), cold brew, iced, and drip coffee. A full line of teas is also available.

All pastries are baked on-site from scratch daily, and you can taste the attention to detail. Seven Grams trialed countless recipes for nearly a year before getting them dialed in to perfection. Their Tahini Chocolate Chip Vegan Cookies that are egg- and butter-free have gained a huge following. Seven Grams' cookies include innovative flavors like matcha-white chocolate and raisin walnut that complement their classic chocolate chips. The extra virgin olive oil cake, peanut butter cookies, and banana chocolate loaf are fan favorites. Seven Grams' baked goods are available for shipping nationwide. 

Seven Grams Caffe is open from 7 am to 7 pm Monday through Friday, and 8 am to 7 pm on Saturday and Sunday.

Seven Grams Caffe, 76 Madison Avenue (at 28th Street), 212-779-0777

Photo Credit: Postmates of Seven Grams Caffe

Feb 19, 2019

New Neighbor: Made by We

The Flatiron/23rd Street Partnership is thrilled to welcome the newest iteration from WeWork and The We Company: Made by We. Located at 902 Broadway, Made by We offers the best of The We Company's diverse and vibrant community—all open to the public, no membership required.

According to Parker Lieberman, Director of Retail Strategy and Operations, the We Company chose this area for their Flagship Made by We location because, "Flatiron is a thriving center of commerce and community life in Manhattan."


Made by We acts as a new gathering space, adding to the neighborhood with a center of community where people can come together to work, grow, support mission-driven products and small businesses made by members, and attend events that help people build a life powered by connection and purpose.

The location features a retail space that showcases products like snacks, apparel, travel, and workday goods created by members of the We community.


The Made by We team created a custom version of WeWork’s communal work and meeting spaces, with nearly 100 bookable workplace seats available on-demand, or for pre-booking via their website at as well as meeting spaces for groups of four to 10 people.


Coffee and healthy, seasonal eats at Made by We are provided by Bluestone Lane in a cafe open to locals and anyone in the neighborhood. The We Company and Bluestone Lane share a vision to harness the power of community to have a meaningful impact on the world through space, services, events, wellness, and more.


Made by We offers:

  • On-demand workspace: Made by We offers nearly 100 workspace seats available for booking by the minute or day with no membership required. Users can walk in and pay for a seat for a minimum of 30 minutes and by-the-minute after that. Seats may also be reserved ahead of time for a full day. Six meeting rooms are also available to be booked by the hour or the day. Advance booking is available at via desktop or mobile, or walk in.

  • Bluestone Lane: Made by We and Bluestone Lane are partnering to provide a full café in the front space, offering premium coffee and healthy, seasonal eats to locals. In addition to a cafe, Bluestone Lane also provides in-house catering for larger meetings and workspaces at Made by We.
  • Retail by WeWork Members: Made by We features a premium market-stand stocked with We-branded apparel and products made by WeWork member companies designed to make the workday as seamless and convenient as possible. Sample products made by members include:

o Playful and geometric wallets and laptop cases by Dynomighty Design
o Chickpea snacks by Lebby
o Reusable water bottles by Memobottle
o Handmade cards and stationery by Miks Letterpress

  • Events & Programming: Made by We is a place that uniquely convenes business, events, and social for a life rooted in connection and community. Programming will feature people who are shaping culture and influencing the modern workplace.

Made by We is located at the corner of Broadway and 20th Street. Workspace is open Monday-Saturday from 8 am-6 pm. Bluestone Lane & the market are open Monday-Friday 7 am-7 pm, Saturday 8 am-6 pm.

Made by We, 902 Broadway, (646) 809-1496

 Photos by Dave Burk / Made By We

Feb 12, 2019

New Neighbor: Deciem

The Flatiron/23rd Street Partnership is thrilled to welcome DECIEM to the neighborhood. Located on Broadway at the southeast corner of 26th Street, DECIEM has already made a splash among skincare fans in Flatiron.

"We chose the Flatiron District because the building is an iconic and historic attraction within New York City, and is a hub of activity with so much to do," says social media manager, Brandon Monte. "We're honoured and humbled to be a part of a community that is so beautifully significant in New York."

DECIEM positions itself as a humble and happy umbrella of good beauty brands. Founded on the principle of doing everything others don't do, DECIEM's goal is to change the world of beauty based on this principle.

Founded in 2013, DECIEM now owns and operates more than 10 brands in the beauty world. Some of these brands have already become leaders in their focused categories while some are still waiting impatiently to be born. DECIEM began with 1 product in 1 market. They now have a growing portfolio of more than 200 products in more than 15 markets.

Any loyal fan knows that DECIEM is committed to exceptional quality. The brand doesn't define quality by price points or distribution channels. Instead they define quality as being authentic, being different, being functional, being beautiful and being sensibly priced, even to the wealthy. The company respects these principles and focuses on serving those who appreciate their dedication to this definition of quality.

DECIEM is open Monday through Saturday, 11 am - 7 pm and Sun 11 am - 6 pm. Stop by the Flatiron store Thursday, February 21, 2019 from 6-8 pm for 20% all brands.

Deciem, 1134 Broadway, (646)-502-5523

Feb 7, 2019

New Neighbor: Zola

Love is in the air this week and wedding planning season is upon us. According to data, Valentine’s Day marks the second most popular day for people to pop the big question, right behind Christmas. The months leading up to May (the start of wedding season) are spent in a planning frenzy.

Online wedding registry Zola has opened a one-stop-shop wedding planning paradise in Flatiron at 168 Fifth Avenue - its first brick-and-mortar store. The pop-up shop will be open through June to create a fast, fun, and easy wedding planning experience specifically designed for busy, engaged millennial couples. 

Zola's pop-up speaks to a larger trend of wedding retail experiences in and near the Flatiron District. “We nicknamed this location [in Flatiron] 'wedding alley' since Kleinfeld Bridal and other wedding dress and bridesmaids dress stores are just a few blocks away." says Jennifer Spector, Director of Brand Marketing at Zola. "The purpose of the pop-up is to make sure that every engaged couple and wedding guest, knows about Zola. Not only are we bustling with one-on-one appointments every day, but also we see a huge amount of walk-in traffic because we're located right on Fifth Avenue.” 


The Zola pop-up touts that couples can plan their wedding in under an hour. In may seem crazy, but with the amenities and experiences available at the store, the seamlessness of the planning process is believable. While at the store, couples can create a free wedding website with help from an expert, browse over 200 designs for save-the dates and weddings invitations, and register from a selection of over 2,000 top-selling gifts for newlywed life. The store also showcases how past couples have utilized Zola to build websites, invites, and registries to offer some guidance. Overwhelmed with the idea of going solo? You can meet with a Zola advisor for one-on-one planning appointments

Zola's pop-up has several unique in-store experiences as well. Couples can step inside a 3D Cake Topper Printing Chapel to create mini plastic replicas of themselves. Enjoy some music inside a listening booth to curate the perfect wedding playlist. And when the stress starts to get to you, take a seat in the CBD lounge equipped with comfy seating and cozy vibes (pictured above). If a couple decides they can't wait until the big day, all of Zola's store associates are ordained and available to perform weddings on the spot. Zola hosts a line-up of impressive in-store events as well from Wedding 101 classes to discussions with financial experts on how to manage your finances with your partner.


The store itself mirrors the inside of a welcoming home with wooden floors, tables with elaborate plate settings, and a mock kitchen with modern appliances. The kitchen even features a build your own place setting station, and a line-up of dinnerware sets with varying colors and designers. You can also dive into a rotating linen closet to explore all things bed and bath. 

If you find yourself coupled-up or know a couple in need of some guidance, Zola's Flatiron District pop-up offers expert advice and high-quality service to ease the overwhelming planning process.  

Zola is open Monday through Saturday from 10 am to 8 pm, and Sunday from 11 am to 7 pm. 

Zola, 168 Fifth Avenue (between 21st and 22nd Street), (917) 261-6842,

 Source: Fast Company, PYMNTS 



2019 Archive

Flatiron Summer Cocktail Guide

Bike to Work Day 2019

New Neighbor: Sweetcatch Poke

Flatiron Foodies: The Little Beet's BBQ Jackfruit

Build The Block - 13th Precinct

Flatiron Mother's Day Dining Guide

Event Recap - Digital Marketing: How To Tell Your Story

Car Free Earth Day in Flatiron

April News Roundup

New Neighbor: Iconoclast Fitness Studio

Gift Bag Program Launch - Promote Your Business

Use Your Voice for Neighborhood Improvements

March News Roundup

Join Us! Spring Speaker Series

New Neighbor: David's Bridal

Flatiron Foodies: Fields Good Chicken's Butternut Squash Hummus

Where to Watch the March College Basketball Tournament

Get to Know Scampi

New Neighbor: Taïm

New Neighbor: Silver Mirror Facial Bar

New Neighbor: Wine & Spirits Market

Celebrate St. Paddy's Day in Flatiron

New Executive Director, James Mettham, Joins the BID

The École is Growing

February News Roundup

New Neighbor: Seven Grams Caffe

March 4th: Public Plazas & Worth Square CB5 Presentation

New Neighbor: Made by We

Flatiron Foodies: Bread & Tulips' Creste di Gallo con Salsiccia

Flatiron/23rd Street Partnership BID Announces Appointment of James Mettham as Executive Director

New Neighbor: Deciem

Build The Block - 13th Precinct

New Neighbor: Zola

New Neighbor: TrainStation NYC

Valentine's Day Gift Guide

New Neighbor: ROLLN

Valentine's Day Restaurant Guide in Flatiron

January News Roundup

Where to Watch the Big Game

Car Free Earth Day

New Neighbor: Memo Shish Kebab

28th Street 6 Train Station Re-opens!

Flatiron Foodies: wagamama's Chicken Teriyaki Donburi

Flatiron Public Plazas & Worth Square Workshop

Community Survey 2018 Results

Flatiron Plaza Food & Beverage Kiosk RFPs

Happy in Flatiron during the "23 Days of Cheer" 2018

Eat Healthier in Flatiron

January Joiner: Get Fit in 2019