After testing a prototype at Design Miami in November, Dean & Deluca will debut a fast food concept New York City. It’s going into the Graybar building at 420 Lexington Avenue later this year, and it’s not your average fast-food joint.
Instead, the 3,432 square-foot space will focus on food as theater, with a standalone, rectangular mirrored counter that serves as a stage of sorts (pictured above). The idea is that customers can approach from any angle and interact with staff, make an order, watch as its being prepared, and pick it up after. Similar to Disney labeling its employees “cast members,” staff is expected to “assume the roles of cast, experts in their respective field of action, thus creating an interactive spectacle of making, offering and consuming,” according to a press release. Architect Ole Scheeren (Büro Ole Scheeren) is the visionary behind the object.
The restaurant was called Stage at Design Miami, but a name has not yet been confirmed for its NYC debut. Details are still slim about what will be served, but based on the pop-up and Dean & Deluca’s offerings, salads and sandwiches are likely. Fans already include Martha Stewart, who Tweeted about attending the test run back in November.
At dinner in Miami with dean and de Luca . Here is the founder, Giorgio de Luca - he started the emporium in 1976 pic.twitter.com/A94kvodgzj— Martha Stewart (@MarthaStewart) November 29, 2016
Giorgio DeLuca — who still owns Giorgione in the West Village — sold most of D&D to property developer Pace Development Corp. in 2014, but maintains a stake in the company. Since then, D&D has been on an expansion tear abroad, while here at home, the company has recently been developing new strategies to capture the hometown market. As recently as April 1, the company announced a new catering arm.
Next up to help revitalize the 39-year-old gourmet retailer is this fast food concept. Stay tuned for more.