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Inside Maison Ladurée, Open Uptown, Expanding to Soho

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Much to the glee of hordes of well-to-do Upper East Siders and French pastry lovers across the city, Maison Ladurée, the famed centuries-old Parisian macaron shop and now global chain, opened up its first us store on Madison and 70th at 9 AM today. By 9:15 the line was out the door, camera crews and photographers, both of the American and French persuasions, crowded the sidewalks and the small shop, and this pastry behemoth began what is sure to be a long season of raking in the dough here and downtown (more on that below).
The small storefront is comprised of a long counter displaying chocolates, the famed macarons, and small pastries and sorbet, while nooks and crevices offer collections of candles, collectors edition boxes, and towers of macarons.

Today the people in line, which took 45 minutes and may have been slowed by some VIPs cutting in, were Laduree pros, knowing exactly what quantities and varieties of flavors they wanted, many spending hundreds of dollars at once on boxes crammed with tiny pastries. One woman with knuckle-sized diamond earrings bought five $55 boxes.

The place is beautiful, the macarons delicious if incredibly pricey at almost $3 a pop. One thing we would caution is to be wary of the aggressive upselling. After refusing the collector's edition box twice we ended up with one anyway. It's called The Napoleon. And somehow we ended up buying six instead of the intended four. So, careful.

So, fans, the doors are wide open and ready for your dollars from 9 AM - 6 PM every day. And downtowners who don't want to make the trek: don't worry. A worker onsite today told Eater they plan on opening a branch in Soho, with an attached restaurant, by next April.

Maison Laduree
864 Madison Avenue, Upper East Side

· All Coverage of Maison Laduree [~ENY~]

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