ANOTHER PLACE TO EAT AT 4 TIMES SQUARE: The culinary studio on the fourth floor of 4 Times Square doesn’t get a lot of action these days, mainly because most Condé Nast executives have no idea it’s there. A few months ago, Bon Appétit saw an opportunity and, since it was reinvention mode, decided to do the same to this space. “It was kind of an executive dining room before,” said publisher Pamela Drucker Mann. “But truthfully I would have rather gone to a restaurant than host something there.”
The room is intended for use by Bon Appétit, but editors at other publications can put in a request. Just know it won’t be easy to get in. “It will be for friends and family,” stated Drucker Mann, of the 1,000-square-foot room, which can hold a dinner party for 16.
This story first appeared in the November 15, 2011 issue of WWD. Subscribe Today.
AvroKO, the firm behind Beauty & Essex, Public and new restaurant Saxon + Parole, designed the new “BA Kitchen” with the help of chefs Tom Colicchio, Eric Ripert and Marcus Samuelsson. “The key with this space was to be authentic with the magazine and easy to use,” Samuelsson noted. Every inch of the room is multifunctional. The bar cart doubles as a DJ turntable; dining tables include drawers for cutlery; the shelving unit can become a back bar. “It’s like a New York home,” said AvroKO principal Adam Farmerie. “You have very little space so you make the most of it.”
On Wednesday, that turntable will be put into play by Ahmir Thompson, aka “Questlove” from the Roots, who is both DJing and introducing his new line of soul-foodist “on a stick” presentations. The drummer will aptly introduce a buttermilk-fried drumstick with homemade Creole seasoning wrapped in origami. Thompson laughed when asked why he would pursue a second career in food. “Now that I’m on [‘Late Night with] Jimmy Fallon,’ we’re not touring as much and this was one of the things I wanted to do,” he said. “My dream is to have food trucks all across the country, where I can DJ and serve food. We’ll see.”