May 5, 2021

'Brave of Heart Fund' for Families of Healthcare Heroes

Help a qualifying family apply for a Brave of Heart Fund grant of $15,000 or more. 

The Brave of Heart Fund at E4E Relief was created by the foundations of New York Life and Cigna, and is designed to provide charitable support to families of health care workers and health care volunteers who lost their lives to COVID. In addition to charitable grants, Cigna behavioral health offers a range of emotional support and services and the New York Life Foundation offers grief coping resources to help families navigate these difficult times.

Thousands of lives of been lost from among the healthcare community – the count is over 3,600. New York Life and Cigna want to reach every surviving family they can, and the Flatiron/23rd Street Partnership wants to help share the opportunity to receive these grants far and wide. 

To date, the fund activity includes over $15.2M in charitable grants that have been awarded to over 425 families in 40 states.*

New York Life is seeking eligible applicants! Please join us in sharing the Brave of Heart Fund’s mission with your network and community. We need help reaching the families of our fallen frontline healthcare workers. Together, we can make a meaningful impact on families of frontline workers and relieve some of their financial burdens.

For more information about the application process, check out Brave of Heart Fund's quick guide. Start the process by verifying eligibility here to apply for a Brave of Heart Fund grant.

For all of the latest information, programs, benefits, and FAQs, please visit



*Data as of  May 3, 2021, subject to change.

 © 2020-2021 New York Life Insurance Company. All rights reserved. BRAVE OF HEART FUND is a registered trademark of New York Life Insurance Company. The Brave of Heart Fund is powered by charitable partner, E4E Relief, and seeded by contributions from the Foundations of New York Life and Cigna.

Photo Credit: New York Life / Getty Images

Apr 30, 2021

New Neighbor: Project Gaia

The Flatiron Partnership is thrilled to welcome Project GaiaMasion De Paillion's latest initiative for a multi-brand concept store showcasing global, innovative, and sustainable products. Located at 57 West 21st Street, the shop provides a full sensory shopping experience featuring 20+ lifestyle, beauty, home, and apparel brands from emerging artists and designers.

"Flatiron is an iconic neighborhood. ...We wanted to be central and in a neighborhood which will appreciate an experiential concept store where art meets sustainable living," co-founders Danielle Salinas and Shriya Bisht-Misra said.

Pictured: Co-Founders Danielle Salinas and Shriya Bisht-Misra

Project Gaia serves as a platform for up-and-coming artists and designers that share the same ethos of philanthropic pursuits, sustainable design, and innovation. The intentionally curated space offers a range of products such as men's and women's apparel, accessories, footwearhome, and beauty products. With Mother's Day coming around the corner, the shop has a dedicated Mother's Day Edit as well. The store has featured artisans and brands that create innovative and sustainable designs where art and fashion meet, and customers can #ShopWithPurpose.

Featured brands at Project Gaia include Wonderland Home listed as The Best Scented Candles to Shop by CNN, Deepa Gurnani, a handmade Indian luxury jewelry brand, lifestyle clothing brand The Messi Store inspired by Argentine footballer Lionel Messi, and art pieces by Bradley Theodore whose work was described by GQ Magazine as “chromatic thunderstorms- at once exhilarating, incontrovertibly powerful and ever so slightly chilling.” The store is a unique and exciting collaborative. 

Project Gaia is open daily from 11 am to 6 pm. You can also shop online here

Project Gaia, 57 West 21st Street (Between Sixth and Fifth Avenue), (917) 639-3958, @projectgaianyc

Photo Credits: Project Gaia

Apr 27, 2021

The Partnership Releases The Flatiron & NoMad Real Estate Snapshot Newsletter, Q1 2021

A Letter From James Mettham

Dear Flatiron & NoMad business and real estate professionals,


Since 2006, the Flatiron 23rd Street Partnership has worked to enhance the reputation of Flatiron and NoMad as two of New York's most vital and exciting neighborhoods. We accomplish this by maintaining a clean and safe environment for the district's businesses, visitors, and residents; by spearheading public realm improvements; and by marketing the diverse business and retail options in our vibrant and historic neighborhood.


The impact the pandemic has had on our greater district cannot be overstated, but we are encouraged by early signs of recovery in and around the neighborhood. Flatiron & NoMad's enduring assets – its central location, world-class dining, retail and culture establishments, and iconic public spaces  – position us well for a bounce back. That’s why we’re seeing a wide variety of businesses bet on Flatiron.


As part of our work, Partnership staff closely monitors and analyzes economic indicators, data, and trends for Flatiron/NoMad. Each quarter culminates with the publishing of our Quarterly Market Snapshot along with a foot traffic report that shares pedestrian volumes passing through the Flatiron Public Plazas. These resources are paired with a real-time interactive Retail Opportunities Map that lives on our website.


Going forward, our team, led by Nicole Mandel and Kurt Cavanaugh, will package and send quarterly reports in a brief newsletter titled the Flatiron & NoMad Real Estate Snapshot. This newsletter will summarize links to the full reports highlighting trends and major economic news from the previous three months. The first of these newsletters will hit your inbox tomorrow. The Flatiron & NoMad Real Estate Snapshot is designed for you and your colleagues, so we welcome any and all feedback along with collaborative ideas.


If you’re new to the neighborhood or the Partnership, welcome! Please check out our website and let us know how we can best serve as a resource for you and your business colleagues. Feel free to click here to sign up for this newsletter as well as our general community weekly newsletter.



James Mettham 

Executive Director

Missed the last newsletter? Click HERE to view Q1 2021 newsletter. 

Click HERE to sign up for future newsletters.  



Flatiron Partnership Releases Q1 Market Report,

Real Estate and Economic Trends Show Signs of Recovery in Flatiron & NoMad

(New York, N.Y.) – The Flatiron/23rd Street Partnership has released its Flatiron Quarterly Market Snapshot: Q1 2021, looking at real estate and economic data, news, and trends in Flatiron and NoMad from January through March 2021. The report shows a district in the early stages of recovery from the severe impacts of the COVID-19 pandemic.


“The impact that the pandemic has had on central business districts in Manhattan cannot be overstated, but we’re encouraged by signs of recovery in Flatiron and NoMad,” said James Mettham, Executive Director of the Flatiron/23rd Street Partnership. “Our neighborhood’s enduring assets – including its central location, world-class dining and retail, the Flatiron Public Plazas, and Madison Square Park – position it well to bounce back. That’s why we’re seeing a wide variety of businesses bet on Flatiron.”


Highlights from the Flatiron Quarterly Market Snapshot: Q1 2021 include an increase in the number of commercial office leases from the low-water mark in Q3 2020, including two signings securing nearly 200,00SF combined; numerous national and local retail concepts opening or publicly announcing investments in the heart of the neighborhood; and foot traffic approaching 50% of pre-pandemic levels.


Read the Flatiron Quarterly Market Snapshot: Q1 2021

Apr 26, 2021

Takeout Flatiron Recap: $35,715.68 Spent With Food & Bev Establishments

The Flatiron/23rd Street Partnership's Takeout Flatiron campaign encouraged residents and visitors in and around the Flatiron and NoMad neighborhoods to support the district eateries by ordering takeout. The program, which ended March 31st, invited patrons to submit their delivery or takeout receipts from any bar, restaurant, or cafe in the Flatiron district for a chance to win dinner for two for a year.

Four lucky winners received 12 gift cards to selected restaurants (valued at $595). Congratulations to Cindy L., Lud M., Katherine D., and Jay F. who will enjoy a monthly meal on us!

We're pleased to share the contest generated over 1,000 entries totaling $35,715.68 in dollars spent at area eateries. The campaign had high engagement on social media and included partnerships with @foodbabyny and @yeahfoodbeer. Takeout Flatiron also benefitted from earned media coverage from outlets like amNYThe Ticker, and Eater, and broke weekly order records through our partner Seated for the final two weeks of the campaign.

THANK YOU to everyone who ordered in to support neighborhood restaurants, bars, and cafés! We talk to local owners every day who are so appreciative of your patronage.

Every dollar spent in your own community truly makes a difference.

>> For a full program recap of the Takeout Flatiron campaign, CLICK HERE.<<
Apr 23, 2021

New Neighbor: Krispy Kreme

We are excited to welcome Krispy Kreme, the world-famous donut shop to the neighborhood at 36 East 23rd Street. The Flatiron location features Krispy Kreme’s beloved 'Hot Now' light signaling to fans that fresh, hot doughnuts are ready for the taking. The shop offers a full doughnut menu, hot and cold beverages, and Krispy Kreme's iconic Original Glazed® Doughnuts.

“As we head into 2021, our goal is to continue to deliver the freshest doughnut experience to New Yorkers,” said Christine Kobrynich, Director of Operations, New York, at Krispy Kreme. “We’re thrilled to welcome a brand-new shop to Flatiron, a neighborhood that holds a special place in the hearts of both locals and tourists alike. I can’t wait to meet our new neighbors as we open this shop on East 23rd Street.”

Photo Credit: Google Maps / Carlos A. Gallo 

The beverage menu consists of a variety of hot, iced, and frozen gourmet coffees, lattes, and chillers. Original Glazed®, Oreo, Mocha, and Caramel are just some of the drink flavors available. The doughnut menu includes a wide selection including classic flavors like Chocolate Iced Glazed, Reeses, and Glazed Rasberry Filled plus rotating seasonal flavors. Past flavors include Lemon Bar, Salted Double Caramel Crunch, and themed doughnut packs for nearly every holiday. Furthermore, the Krispy Kreme Flatiron shop has proudly created 24 new jobs with team members and managers.

krispy kreme 2
Photo Credit: Google Maps / Brittany Holland

Krispy Kreme Flatiron is open daily from 7 am to 10 pm. Pick-up and delivery are available.

Krispy Kreme, 36 East 23rd Street between Park and Fifth Avenue, (800) 457-4779, @krispykreme

Header Photo Credit: Google Maps / Carlos A. Gallo
Thumbnail & Slider Photo Credit: Krispy Kreme


Apr 23, 2021

Mother's Day Guide: Offers at Flatiron Shops & Restaurant

With Mother's Day around the corner, make the most of Mom's special day by shopping for gifts and enjoying a special meal in the neighborhood. We've put together a list of local options to treat mom, moms-to-be, grandmothers, and other special figures in your life.

Celebratory Meals & Treats

Bourke Street Bakery, 15 East 28th Street
Pick up some freshly-baked treats from the popular Australian bakery including a Mother's Day Lemon & Polenta cake decorated with edible flowers. Pre-order here. This special cake can be also be shipped nationwide on GoldbellyAll first-time Goldbelly customers can use promo code luvmama15 for $15 off $50+ orders until May 9th. A selection of muffins, breads, croissants, cookies, and cakes are also available.

Eataly, 200 5th Avenue, (212) 229-2560
Shop Mother's Day gifts from flower bouquets, truffles, gift baskets, and anything else that would make an Italian cuisine fan swoon. 

ilili, 236 Fifth Avenue, 212-683-2929
Enjoy a celebratory meal at ilili. The Lebanese restaurant is offering a special four-course Mother's Day Brunch & Dinner. Make a reservation

Leonelli Bakery & Leonelli Taberna Restaurant,  7 East 27th Street, (212) 993-1568
Celebrate the holiday with Leonelli, Enjoy baked goodies at the bakery and their new spring menu at the restaurant for Mother's Day. Book brunch for Sunday here

Maman,  22 West 25th Street, (646) 476-7660
Shop Mother's Day gifts with maman x Darcy Miller: celebrate maman gift box and Maman gift boxes 

Obicà Mozzarella Bar, 928 Broadway, (212) 777-2754
Treat your mom with Italian specialties for brunch, lunch, and dinner. Top it off with Mother's Day Strawberry Tiramisù and their exclusive MammaMia cocktail. Book here

Seven Grams Caffe, 76 Madison Avenue, (212) 779-0777
Send mom a cookie gift box! Your choice of classic chocolate chip cookies. plush gluten-free and vegan cookie options. Coffee add-ons for a deluxe gift box are also available. 

Patisserie Chanson,  20 West 23rd Street, (929) 423-8880
Gift mom an assortment of gourmet fresh-baked pastries, danishes, and breads from this impressive French café. 

Sarabeth's, 381 Park Avenue South,  (212) 335-0093 
Bring your mom to Sarabeth's for a special Mother's Day brunch menu with dishes like Apple-Cinnamon French Toast and a Smoked Salmon Tower. 

Yakiniku Futago, 37 West 17th Street,  (212) 620-0225
Treat your mom to Yakiniku Futago's for a special Mother's Day menu with a complimentary sparkling wine for toast to all who order this pre-fixe menu. 

Special Gifts

Bath & Body Works, 304 Park Ave S, (212) 260-9293
Give mom a beautiful new fragrance, candle, soap, or bath product. Surprise her with a new suite of spring and summer-inspired scented products. Special offers are available. 

Fotograsfiska, 304 Park Ave S, (212) 260-9293
Enjoying walking around the world-renown photography museum with mom! Fotografiska is offering a variety of Mother's Day events and offers including a special gift with purchase at the shop and a 15% off offer for neighboring restaurant Novita. Current Exhibits on view: ONYX, Adrienne Raquel; Your Gaze Belongs to Me, Pixy Liao; VOGUE, The Arab Issue, Hassan Hajjaj.

The Home Depot, 40 W 23rd St, (212) 929-9571
Browsing Home Depot’s Garden Club can help with gift ideas for home gardening accessories and tools. They also offer various fresh flower arrangements with free delivery.

Il Fiorista, 17 West 26th Street, 646-490-8240
Enjoy brunch at this flower-inspired restaurant with greenhouse, outdoor patio, and indoor seating available. The restaurant's boutique offers a suite of unique gifts such as honeys, botanical spices and sugars, candles, floral arrangements, and floral subscriptions. 

MoMath - The National Museum of Mathematics, 11 East 26th Street, (212) 542-0566
The mathematics museum's shop carries an array of products that make for great gifts such as jewelry, art sculptures, and puzzles

Of Mercer, 210 5th Ave Suite 602, (212) 979-2229
For the woman who does it all, shop Of Mercer's collection of dresses, blazers, and accessories. Of Mercer's clothing is made in New York City.

Project Gaia, 57 West 21st Street, (917) 639-3958
Check out Project Gaia's curated selection of assorted accessories and beauty products at Mother Day Edit

Rituals, 172 5th Ave, (646) 918-7383
Shop for bath and body gift sets for your loved ones. Select products 20% off.

Rizzoli Bookstore, 1133 Broadway, (212) 759-2424
Browse through the staff picks and new arrivals for your mom's next favorite book.

Standard Dose1145 Broadway, (212) 547-9453
Browse their Mother's Day shopping guide to help you gift mom wellness products she can treat herself with such as bath salts, floral teas, and candles. Think mom knows best? Grab up a digital gift card.

Silver Mirror Facial Bar, 20 W 22nd St, (212) 702-8742
Treat your mom this year with relaxing facials and Silver Mirror's membership.

sundays, 51 East 25th Street, (646) 998-5711
Shop sundays online shop for nail polish sets, nail care kits, and special Mother's Day gift sets. Take advantage of 25% off sitewide including Mother Day Gift Sets. Use code: lovemom25. The NoMad location is offering 20% off studio gift cards as well (Use code: lovemom20) and 25% products in-store.

Flowers & Cards

Blooming Affairs, 925 Broadway, (212) 262-0004
Shop Mother's Day blooms and arrangements for your mom.

Flower You, 122 East 25th Street, (212) 477-1037
Flower shop specializing in every day & special-occasion customized arrangements & bouquets. 

Paper Source, 655 Sixth Avenue 
Browse Mother's Day greeting cards for a thoughtful gesture. 


Header Photo Credit: sundays nail salon
Thumbnail Photo Credit: Seven Grams Caffe

Apr 19, 2021

Q1 2021 Flatiron Market Report

The Q1 2021 Quarterly Report provides an economic snapshot of the district from January through March 2021.

This quarter, Flatiron and NoMad’s commercial office leasing increased 63% compared to Q4, leading the Midtown South market. Sublet office space, however, continues to increase, but has leveled at roughly 25% of the total available space.

Ground floor retail leasing increased with deals completed in prime locations near Madison Square Park, the Flatiron Building, and along the 23rd Street corridor. New anchor tenants and retail experiences including The FRIENDS Experience (130 East 23rd Street) and the soon-to-open Harry Potter New York (935 Broadway) are drawing attention to available spaces nearby.

Click here for the Q1 2021 Market Report.

Apr 14, 2021

New Neighbor: Dippin’ Dots and Doc Popcorn

The Flatiron Partnership is thrilled to welcome Dippin' Dots and Doc Popcorn's flagship store to the neighborhood at One Madison Avenue (24 East 23rd Street), the brand's first-ever NYC location. Dippin' Dots and Doc Popcorn serve everyone's favorite nostalgic treats with sweet, savory, creamy, and crunchy varieties.  

"This store is as much about the experience as it is about the product. Many great food businesses have been born here on Madison Square Park, and I'm so excited to join the neighborhood with the flagship Dippin' Dots and Doc Popcorn stand-alone store. Flatiron is a convenient central location with tons of activities that merge locals, tourists, and commuters every day. I was able to negotiate an amazing space on the southwest corner of the park under one of the most sought-out condos in NYC. I myself couldn't imagine a better way to end a night than to grab some dots and popcorn and walk through Madison Square Park with friends," says Neil Hershman, owner of the Dippin' Dots & Doc Popcorn store.

nyc photo

Dippin' Dots' beaded ice cream was created in 1988 in Paducah, Kentucky. Since then, the flash-frozen beads of ice cream, yogurt, sherbet, and flavored ice became available in all 50 states and seven countries. The Flatiron store offers over a dozen classic flavors including Dippin' Dots' famous Rainbow Ice and Banana Split flavors.

dippin' dots product set

Doc Popcorn got its start in Boulder, Colorado in 2009 with high-quality ingredients and fresh-popped specialty flavors. The store offers seven delicious flavors including crowd-favorites: Better Butter and Caramel Bliss.


“Dippin’ Dots is one of the most recognizable brands in the dessert space, and yet one of the hardest to find. I’m hoping to change that, and bring thousands of New Yorkers back to their happiest childhood memories by serving the most unique and delicious frozen treat ever!” added Hershman. “I’m so excited to co-brand this location with Doc Popcorn, and can’t wait to share the delicious fresh-popped kettle-cooked snack with my fellow New Yorkers.”

Dippin' Dots and Doc Popcorn NYC store is open daily from 11 am to 10 pm. 

Dippin' Dots and Doc Popcorn, One Madison Avenue (24 East 23rd Street), (646) 669-7989, @dippindotsnyc

Header & Slider Photo Credit: Scott Lynch via Gothamist
In-article photo Credit: Dippin' Dots and Doc Popcorn

Apr 2, 2021

New Neighbor: Nuts Factory

We are excited to welcome Nuts Factory to the neighborhood at 700 Sixth Avenue between West 22nd Street and 23rd Street, the brand's second location in New York City. The third generation family-owned business started with their grandfather's invention of "on the spot roasting machines" that attracted customers wanting to see how the house-made treats were made. Since then, Nuts Factory has grown to sell not only freshly roasted nuts, but also dried fruits, spices, chocolates, tea infusions, coffee, and more. 

"Our main goal is to bring the market experience to the neighborhood so people can enjoy our high-quality fresh products along with an amazing shopping experience. We chose Flatiron because we realize the consumers around here lead a healthy lifestyle and we would like to contribute to that hence the reason why our nuts are all oil-free," says Manager, Travis Ramgobin. 


Nuts Factory touts a motto of “Eat good feel good” because they believe that feeling good is what it’s all about. They support American farmers and buy many of their nuts and fruits locally. At the shop, you can browse a wide selection of nuts & seeds, dried fruits, granola, halva, chocolates, gummies, & other candies, spices, sauces & legumes, coffee & tea infusians from around the world, and gift boxes. Some crowd-favorites include their flavored nuts (Spicy, BBQ, and Sweet and Sour Cashews) and candied nuts (Pretzel Pecans, Halva Almonds, and Lotus/Biscoff covered Pecans). 

There's also machines onsite to grind your own peanut and almond butter. And while you’re at Nuts Factory, indulge yourself in their perfectly blended and delicious gelato. You can also choose from a variety of smoothies and juices all made from fresh fruits and vegetables with no added sugar.  

The shop is offering a special Welcome Gift to the neighborhood — enjoy 25% off your purchase when you mention this article!
Nuts Factory is open daily from 10 am to 8 pm.

Nuts Factory, 700 Sixth Ave, Between 22nd and 23rd Streets, (917)-445-6556, @thenutsfactory

Photo Credit: Nuts Factory