May 21, 2018

New Neighbor: Smile To Go

The Flatiron/23rd Street Partnership is excited to introduce Smile To Go to the neighborhood. Smile To Go is an all-day café serving healthy, flavorful Mediterranean fare and is located on the ground floor of the Freehand Hotel

Smile To Go is an offshoot of the popular subterranean NoHo café The Smile, opened in 2009 by Matt Kliegman and Carlos Quirarte. The Flatiron spot joins two sister locations - Smile To Go SoHo andSmile To Go DUMBO. Partner and Chef Melia Marden created a rotating menu inspired by the meals of her childhood spent traveling between Greece and Greenwich Village, where she was surrounded by great food and a family who loved to entertain.

The thoughtfully selected menu focuses on seasonal ingredients. Customers can expect dishes from a folded egg sandwich with ham and gruyere, to a quinoa and kale salad topped with almonds and shaved cauliflower, on its ever-changing menu. The cafe's dedicated pastry chefs prepare unique, freshly baked goods like the chocolate chip and sea salt cookie, the banana buckwheat loaf, and gluten-free oreos. Several items are exclusive to the Freehand location, including homemade strawberry pop tarts, Black Seed Bagel sandwiches, and Moroccan pancakes topped with pistachio honey, rhubarb compote, and ricotta. The drink menu is plentiful and includes a full beer, wine, and cocktail list. 

Although specializing in to-go options, the cozy space designed by Roman and Williams is sure to charm visitors into staying awhile. The dining area includes inviting wood furnishings and a 50-seat counter-service area. There is also a 350-square-foot podcast studio and radio broadcast booth, outfitted with turntables and headphones by Shinola Detroit.

"We love our new Freehand family and can't wait to bring Smile To Go to a new neighborhood! We're particularly excited about this one because it is our largest location yet, we're introducing several new menu items, and we even have our very own podcast recording studio, SmileRadio.FM," stated the Smile To Go team. 

Smile To Go Flatiron is open for breakfast, lunch, and dinner Monday through Friday from 7 am to 7 pm, and Saturdays and Sundays from 8 am to 7 pm. 

Smile To Go, 23 Lexington Avenue, between 23rd and 24th Streets, (212) 529-1580 

May 21, 2018

New Neighbor: Flats Fix

The Flatiron/23rd Street Partnership is pleased to announce the opening of Flats Fix at 14 East 23rd Street. This outpost joins the original Union Square location and offers an inventive drinks list, daily happy hour from 3 pm to 7 pm, and some of New York City's best tacos.

Taco offerings include slow smoked brisket, house smoked pastrami, seared wild-caught fish, carnitas, and pulled smoked chicken. Burritos are available in multiple styles including a vegetarian-friendly option with refried beans and cheese. 

Other menu items include tortas, complete with fresh guacamole, mozzarella, tomatoes, and ancho dressing; a romaine and tomato salad; pulled chicken and napa cabbage salad; and quinoa salad with elote and sweet peppers. A la carte sides are available as well, including spicy black beans, homemade slaw, and yellow rice.

Flats Fix is open for lunch every day beginning at 11:30 am, along with a daily happy hour from 3 pm - 7 pm. Operating hours are Sunday and Monday 11:30 am to 1 am, Tuesday from 11:30 am to 2 am, Wednesday and Thursday from 11:30 am to 3 am, and extended hours until 4 am on Fridays and Saturdays.

Flats Fix, 14 East 23rd Street, (212) 353-2400

May 15, 2018

New Neighbor: Broken Shaker

The Flatiron/23rd Street Partnership is pleased to welcome Broken Shaker to the district! Broken Shaker New York is a rooftop oasis on the eastern end of the district, located on the 18th floor of the Freehand Hotel.

A collaboration between Gabriel Orta and Elad Zvi of Bar Lab and Sydell Group, the New York outpost joins locations in Miami, Los Angeles, and Chicago, and boasts 360-degree views of the city with a wrap-around terrace, and extensive indoor and outdoor seating. Designed by Roman and Williams, the bar’s interiors are rooted in a bohemian, Afro-Jazz, Caribbean style with wood paneled walls, design accents thrifted from around the world, wicker lighting, and lush greenery throughout - as well as artwork by Bard College artists, a facet of their partnership with the hotel. The result is an atmosphere unlike any other rooftop in the neighborhood. 

The New York menu features an eclectic assortment of cocktails unique to the city, like the Poppyseed Bagel Fizz (gin and aquavit shaken with powdered cream cheese, poppyseed bagel kvass, and bitter lemon soda) alongside classics that the Broken Shaker has become known for, like the Cocoa Puff Old Fashioned (cocoa puff infused bourbon and rye stirred with demerara and chocolate bitters). Shared plates and snacks, like Malawach Yemenite Bread (served with karawan tahini and chermoula, spinach and artichoke with labneh, matbucha and cured egg yolk) and Arepas (with avocado salad, gooseberry hogado, and queso fresco) are inspired by Caribbean and Middle Eastern flavors.

Known for marrying playful, hand-crafted cocktails with friendly hospitality, Broken Shaker has been nominated for two James Beard awards for “Outstanding Bar Program", named one of the “The World’s 50 Best Bars” in 2014 through 2017, and was awarded the Best American Hotel Bar at the 2016 Tales Of A Cocktail Spirited Awards. 

Broken Shaker is open Sunday thru Wednesday from 4 pm to 2 am and Thursday through Saturday from 4 pm to 4 am. Dinner is served from 4 pm to 11 pm Monday through Wednesday, 4 pm - 1 am on Thursday and Friday, and 6 pm - 11 pm Saturday and Sunday. 

Broken Shaker, 23 Lexington Avenue, 18th Floor, between 23rd and 24th Streets, (212) 475-1920


Photo Credit: Adrian Gaut 

May 7, 2018

New Neighbor: Brrrn

The Flatiron/23rd Street Partnership is excited to welcome Brrrn, the world's first cool temperature (45°F-60°F) fitness concept and lifestyle brand, to the neighborhood at 107 West 20th Street.

Brrrn is co-founded by Jimmy T. Martin and Johnny Adamic. Martin, a former Division I college athlete turned multi-hyphenate (celebrity personal trainer, advertising copywriter, and background performer on Saturday Night Live), conceived of the fitness concept in 2013. Adamic, a former public health official for former NYC Mayor Michael Bloomberg's Obesity Task Force turned personal trainer, yoga teacher and journalist ('The Fitness Critic' for The Daily Beast), was approached by Martin in 2015. Together, they developed Brrrn—conducting their first trial in the beer fridge at Sixpoint Brewery in Brooklyn in 2017, and opened in the Flatiron on May 1, 2018.

"The main reason we chose the neighborhood is not because of the data with population density, but more because of its history for commercial businesses. From the days of it being Ladies' Mile to now becoming the hottest area for fitness, we couldn't be happier serving the residents and professionals working in the area with the coolest fitness concept in the world," said Martin.

The research driven concept is disrupting the fitness landscape by pairing the benefits of routine cool temperature exposure with exercise to optimate the fitness experience. This concept also provides other benefits including burning more calories than workouts in warmer temperatures.

"Cold has been the backdrop of the human experience for millennia," says Adamic. "But, we've engineered the cold out of our lives. We now live in these climate-controlled environments of 72°F from the time we wake up until we go to bed, but routine exposure to cooler temperatures is actually good for us. We are reuniting the cold back with exercise—where it belongs."

Brrrn offers a weekly rotation of three-tier group exercise classes including including 1st° (Yoga-Inspired Mobility and Strength Series at 60°F), 2nd° (Core & Cardio Slide Board Series at 55°F) and 3rd° (HIT Series at 45°F). Each class is 45 minutes.  

Designed and built by architect Peter Bryant of IDDC, LLC (Exhale, Equinox, SoulCycle), the 3,000-square-foot flagship studio imbues a rustic, industrial-chic, lodge aesthetic. The studio includes male and female-identifying locker rooms with Nebia showers, an eight-person communal infrared sauna, and exclusive Brrrn apparel.

Brrrn offers classes on Mondays from 7 am - 8:20 pm, Tuesdays through Fridays from 6 am - 8:20 pm, and Saturdays and Sundays from 8 am - 4:30 pm.

Brrrn, 107 West 20th Street, between Sixth and Seventh Avenue, (212) 352-3132

Photo Credit: Cedric Terrell

Apr 24, 2018

New Neighbor: PetSmart

The Flatiron/23rd Street Partnership is thrilled to announce our highly anticipated newest neighbor: PetSmart! The Flatiron District is packed with pets, so PetSmart makes for a great addition to the neighborhood. 

PetSmart's Flatiron District location is hosting its grand opening on Saturday, April 28th, kicking off with a celebration at 9 am for pets and pet lovers alike. All visitors during the grand opening will receive free giveaways like discount coupons, pet treat samples, T-Shirts, and pet toys while supplies last. The first 50 shoppers will receive mystery gift cards that range in value from $5 to $50.

“We’re excited to be a part of the Flatiron community," said store leader, Hamerton Joseph. "Like so many in the neighborhood, we love pets and look forward to meeting our new neighbors. We encourage the community to check out the store, and of course, pets are always welcome too!”

The Flatiron PetSmart location is nearly 16,000 square feet and offers over 10,000 pet products, accessories, and supplies. The modern space features a Pet Nutrition section that offers natural, minimally processed, grain-free, high-protein, and raw pet food products, including the paleo-inspired brand, Only Natural Pet, for which PetSmart is the exclusive national retailer. The Flatiron PetSmart also features a self-service dog wash station that is free for the first 30 days of opening, a full-service grooming salon with academy-trained, safety-certified stylists, and training and day camp services. You can find interactive small animal habitats within the store as well. 

The Adopt Spot at PetSmart facilitates the in-store adoption of pets so they may find long-lasting, happy homes. PetSmart is a leading advocate for ending pet homelessness helping over 7.9 million animals get adopted. The company's quarter-annual National Adoption Weekends helps over 30,000 pets find a home in a single weekend. Additionally, the Flatiron location will have a specialized cat adoption center that creates a unique space for cats to socialize.

PetSmart is open for you and your pets Monday through Saturday 9 am - 9 pm and Sunday from 10 am - 9 pm.  

PetSmart, 1107 Broadway, on the corner of 24th Street, (646) 949-1422


Apr 17, 2018

New Neighbor: Mykonos Blue Grill

The Flatiron/23rd Street Partnership is pleased to announce the opening of Mykonos Blue Grill. As a part of Hotel Henri, a contemporary boutique hotel with a Broadway-inspired style, Mykonos Blue Grill offers a dining experience that transports you to Greece complete with authentic Greek food, wine, and spirits.

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The restaurant offers breakfast, lunch, and dinner featuring all-natural ingredients. Breakfast dishes include an omelet with spinach, feta cheese, and mushrooms, eggs benedict with Canadian bacon, and smoothies made with Greek yogurt, almond milk, blueberries, and bananas. Start your lunch or dinner at Mykonos Blue Grill with small plates like gyro empanadas with house made tzatziki, octopus with fava puree and mint onion relish, or Rhodian meatballs with whipped feta and herbs. Lunch and dinner entrees include lamb chops with hand cut fries, pepper crusted tuna with wilted spinach and hoisin mushrooms, whole baby chicken with roasted vegetables, and a classic Greek salad topped with fresh vegetables, olives, and feta cheese. To complement your dining experience at Mykonos Blue Grill, treat yourself to a post-dinner drink with a view at Sir Henri Penthouse Rooftop.


Mykonos Blue Grill is open for breakfast every day from 7:00 am to 11:00 am and daily for lunch from noon to 4:00 pm. Dinner is served Sunday through Thursday from 5:00 pm to 11:00 pm with extended hours until midnight on Friday and Saturday. 

Mykonos Blue Grill, 37 West 24th Street, (212) 727-0258 

Photo Credit: Mykonos Blue Grill


Apr 9, 2018

New Neighbor: Cofesta

The Flatiron District is ideal for coffee lovers and we are happy to welcome Cofesta to the neighborhood! Cofesta's spacious location at 33 West 26th Street, between Broadway and Sixth Avenue, offers coffee, tea, fresh pastries, and classic breakfast dishes. 


Cofesta's coffee menu, featuring Brooklyn's Devocion roasters, features everything from espresso to cold brew to pour-over specialties. Teas include three types of green tea, and in-house "Special Teas" such as matcha latte and golden chai latte. Almond milk, hemp milk, and Oatly milk is available to compliment all coffee and tea beverages. 

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The cafe's food options include avocado toast with feta cheese, tomatoes, red onion, and pumpkin seeds topped with dried cranberries and optional smoked salmon add-on, and a grilled cheese sandwich made with mozzarella, cheddar, and fresh basil. Each sandwich is made with fresh-baked bread from Balthazar Bakery and all of their pastries are baked by The Native Bread and Pastry. Cofesta also hosts a non-alcoholic happy hour with homemade hibiscus sangria for $3 from noon to close. 

Cofesta is open from 8:00 am to 5:30 pm Monday through Friday.

Cofesta33 West 26th Street, between Sixth Avenue and Broadway
 Photo Credit: Cofesta 
Mar 20, 2018

New Neighbor: Quality Eats

The Flatiron/23rd Street Partnership is thrilled to welcome Quality Eats to the neighborhood! This location, at 3 East 28th Street, is the third Quality Eats location by Michael Stillman after he opened the original West Village location in 2015 and an Upper East Side outpost last summer.  

Like its predecessors, this location's decor mixes industrial chic design aesthetic with soft throwback baby blues and pinks. The main room of the restaurant seats nearly 100 guests and the bar and lounge area can accommodate up to 24 people.

The dinner-only menu features starters including Roasted Beet Tabbouleh with kabocha squash hummus, the Green Goddess with bok choy, peanuts, and avocado dressing, and fan favorite Grilled Nueske's Bacon with peanut butter and jalapeno jelly.

Entrees include steak, of course, from the thin Buvette Cut to thick Filet Mignon, seafood such as Tuna au Poivre, Chimichurri Grilled Salmon, and Branzino Frites, and other specialities like the Leg of Lamb Steak, Grilled Octopus, Lemon-Charred Chicken, and Pork Shank for Two.

The bar is full service with an extensive, though not overwhelming, wine list. Patrons may choose the "Wine Stack" which allows diners to choose three wines that are then stacked, in separate glass chambers, to form one bottle. There are also traditional by-the-glass and by-the-bottle options along with craft cocktails and local and domestic craft beer on draft, in bottles, and cans.

The dessert offerings include the Birthday Cake with chocolate malt ice cream, the Humor Me with strawberry swirl ice cream and shortcake crumble in a waffle cone, Maple Pecan Pie, and Sticky Toffee Cake for two. Chelsea's own Brew Lab Teas and Brooklyn's City of Saints Coffee Roasters provide the perfect end to Quality Eats' affordable steakhouse experience.

Hours are Monday through Thursday 5:00 pm to 11:00 pm, Friday and Saturday 5:00 pm - midnight, and Sunday 5:00 pm - 10:00 pm.

Quality Eats, 3 East 28th Street, (212) 257-8882

Image via Quality Eats


Mar 19, 2018

New Neighbor: The Seville

The Flatiron/23rd Street Partnership is happy to welcome The Seville to the district, a return to the throwback New York cocktail lounge adapted for today’s social life. The Seville features a curated program of old-school music, ranging from '60s rock to '90s New York City hip-hop to energize the room. Enjoy lite bites and cocktails during the “Live at Seville” weekly live music series that is offered Monday – Friday, 7:00pm – 10:00pm, or take advantage of the venue's DJ sets and dancing Wednesday – Saturday nights for a great night out on the town. 

"We're thrilled to have the opportunity to have a cocktail lounge underneath Scarpetta for our guests to experience after dinner," says John Meadow, President & Founder of LDV Hospitality. "We are offering live music nightly, along with lite bites and cocktails, with reservations accepted."


The Seville is about music and cocktails that transport you to an authentic feel-good place. Hospitable bartenders create classics cocktails with a twist, such as a wood-planked smoked old fashioned and a barrel aged Negroni, served up tableside. Whether it’s a Tuesday after-work cocktail or chasing the night on a Saturday, The Seville brings back the New York night with an eclectic mix of young and old souls alike.

Group reservations and private event requests are accepted. Visit for more information. #sawyouatseville

The Seville22 East 29th Street, (212) 226-2833