[photo from Robyn]
Ladurée is here! In NYC! At last. It was so odd and yet exciting to see the popular French macaron parlor right here on Madison Avenue. To report back for Serious Eats, I visited the macaron haven with Robyn early this morning. It’s just one bus ride from my apartment, pretty convenient. As the bus passed 57th Street and approached the high 60s I started to spot more and more Asian Females. Should have figured they were all, and I really do mean all, heading to Ladurée, heheh.
Robyn snapped the above photo, caught me leaning against the doors. Silk navy dress and flats, an always reliable outfit. The woman I was chatting with works with Ladurée, and had a seriously awesome dress and heels. I’d love to pull off bright colors like her, but in the end darker shades seem to work best on me. Some things you can’t change ;)
There were a million macarons and what seemed like a million people in line, but surprisingly enough, zero chaos. Everyone was on their best behavior! Ahh that must be The Power of Macarons, wouldn’t you say?
There were madelines and financiers, my two favorite types of baked goods on the planet. These were nutty, butter-rich bites. All golden you see, a slight crunch at the very edge, and complete with that perfect madeline hump.
And there was ice cream too! In fact, ice cream and sorbets. Think salted caramel, coffee, pistachio, apricot, and of course, strawberry sorbet.
We got to meet Ladurée’s chairman, David Holder, who shared some tidbits with us:
– Macaron à la réglisse aka the Licorice Macaron is the one flavor they won’t sell in the US. Why? Because the FDA didn’t approve, crazy.
– There will be one exclusive NYC macaron flavor: Cinnamon–Raisin. It debuts on September 8th, 2011 (in junction with Fashion’s Night Out)
– Ladurée will open a tea salon in the Soho or Village area next spring. The tea salon will have a full kitchen, and that’s when they’ll start baking pastries. Hello, Ispahan!
[photo from Robyn]
You can recognize green and gold Ladurée shopping bags a million miles away. Talk about brilliant branding strategies, it’s the kind of shopping bag you’ll fold up nicely and keep to reuse over and over again. Until there are so many wrinkles, and maybe a hole. And then that’s just another excuse to return for more macarons (and shopping bags!)
864 Madison Ave
New York, NY 10021