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NEW YORK — Of all the puns that came about when the nightclub B.E.D. opened in Miami in late 1999 — think “Do you want to go to B.E.D. with me?” or, when a friend’s not on the list, “How hard do you think it would be to get her into B.E.D.?” — proprietor Oliver Hoyos, an Austrian count, has a favorite. “Can’t wait to get you laid!” he says, with a laugh, as he walks through B.E.D.’s New York outpost, which will finally open on West 27th Street after several false starts over the last few years. B.E.D. also stands for Beverage, Entertainment and Dining.
Hoyos and his partner, Dirk Van Stockum, who helped launch Crobar, insist the concept dates back to the Greeks and the Romans. B.E.D. New York features 23 mattresses, custom-made, at least for the New York location, by Tempur-Pedic, which accommodate eight to 10 patrons each. Emphasis here is on the fusion food created by chef Vitor Casassola, but the menu has been developed with the idea of reclining in mind. Soups, for instance, don’t “travel well.” There is also a communal table for those not willing to get into bed with just anyone. An enormous roof deck, sans beds, will, they hope, be ready by spring.
Since opening in South Beach, any number of B.E.D. imitators have cropped up, including, recently, Divan in New York. “I stopped counting at 150,” Hoyos says. And before opening here, an incarnation of the lounge was featured in an episode of “Sex and the City,” as if it already existed in Manhattan. (For those still playing SATC trivia, and there’s nothing wrong with that, it’s when Carrie Bradshaw confronts Berger’s friends after he breaks up with her on a Post-it note.)
At B.E.D. New York, all diners will be given a gift of a pair of unisex socks, which come in black and nude. The colors are meant to go with anything a woman might be wearing. (The owners hope to have collectible socks designed by artists in the future.) So far they’re thinking big: They’ve ordered 50,000 socks. After all, B.E.D. will be one of the largest restaurants in New York. The socks are a new part of the experience, because in Miami, most people don’t even wear them. But it’s all part of making your trip to B.E.D. an enjoyable one.
This story first appeared in the January 6, 2005 issue of WWD. Subscribe Today.
“The smells here should be associated with the food,” Hoyos proclaims.