A renowned design studio and hospitality group, Roman and Williams, known for their work on Soho’s La Mercerie, is teaming up with auction house Sotheby’s to launch a high-end dining establishment in the iconic Breuer Building.
Sotheby’s made headlines in 2023 when they revealed plans to transform the historic Brutalist structure at 945 Madison Avenue into their new headquarters. This landmark building, once the esteemed home of the Whitney Museum of American Art, was acquired by Sotheby’s for a staggering $100 million following a significant investment deal with the Abu Dhabi sovereign wealth fund ADQ.
The Breuer Building, with its rich cultural heritage and distinctive architectural style, will soon be infused with a new life as it becomes the backdrop for a cutting-edge culinary experience. This collaboration between Roman and Williams and Sotheby’s promises to bring a fresh take on the intersection of art, design, and fine dining to the heart of New York City.
La Mercerie’s Success and Legacy
La Mercerie, a beloved dining destination in Soho, has garnered acclaim for its open kitchen concept, sophisticated design, and delectable French cuisine since its inception in 2018. Named one of the top 100 restaurants by The New York Times and recognized as one of the best places to see and be seen in the city by the Michelin Guide, La Mercerie has solidified its status as a culinary gem in the bustling metropolis.
The forthcoming restaurant in the Breuer Building is poised to take over the space previously occupied by Flora Bar, a culinary venture by acclaimed chef Ignacio Mattos located within the Met Breuer museum. This transition marks a new chapter in the building’s storied history, as it continues to evolve as a hub of artistic and gastronomic innovation in the city.
The Rise of Artful Hospitality
The fusion of art and hospitality has witnessed a surge in popularity in recent years, with leading establishments like Hauser & Wirth paving the way for this trend. In 2024, Hauser & Wirth introduced Manuela, its inaugural dining concept in New York City, following the successful launch of the first Manuela restaurant in Los Angeles in 2017. With a diverse portfolio of hospitality ventures under the Artfarm brand, including a hotel and holiday farm rental, Hauser & Wirth exemplifies the seamless integration of art and luxury in the realm of hospitality.
Sotheby’s has enlisted the expertise of Swiss architects Herzog & de Meuron to spearhead the renovation of the Breuer Building, ensuring that the space harmoniously blends modern design elements with its historic architectural legacy. Anticipated to relocate to its new headquarters later this year, Sotheby’s is poised to make a bold statement in the realm of art and commerce with this transformative project.
In conclusion, the collaboration between Roman and Williams and Sotheby’s to establish a fine dining establishment in the Breuer Building signifies a convergence of creativity, culture, and culinary excellence. As the culinary landscape of New York City continues to evolve, this venture promises to offer a unique and immersive dining experience that celebrates the rich tapestry of art, design, and gastronomy in the heart of the city that never sleeps.
