Doughnut Plant, Pickle Guys Coming to the Market Line at Essex Crossing

The Market Line. Rendering by SHoP Architects.

The Market Line. Rendering by SHoP Architects.

Four more vendors have been announced for the Market Line, a new subterranean shopping pavilion that’s part of the Essex Crossing project.

Two of the new operators — the Pickle Guys and the Doughnut Plant — are among the best known retail brands on the Lower East Side. The others are Castania Nut Boutique, a Lebanese roasting and packaging company, and Substance Vitality Bar, which got its start in Dallas and has one other Manhattan location.

It also came out today that Jeremiah Stone and Fabian von Hauske Valtierra of the restaurants Contra and Wildair are planning a wine/beer concept at the Market Line. According to Eater, they have declined to offer any details in advance of a Community Board 3 hearing in June.

The first part of the Market Line will open in the fall beneath a newly expanded Essex Street Market at 115 Delancey St. The developers are calling the 150,000 square foot space the largest market of its kind in New York City. When complete, it will feature food, art, music and fashion “retailers that embody the character and culture of the LES.”  Previously announced vendors include: Cafe Grumpy, Ends Meat, Essex Pearl, Kuro-Obi by Ippudo, Nom Wah, Pilot Kombucha, Schaller & Weber, Tortillería Nixtamal and Veselka.

Alan Kaufman of the Pickle Guys moved his shop from a smaller space on Essex Street to 357 Grand St. last year. The store, a mainstay in the neighborhood for more than 15 years, is the last remaining pickle retail purveyor on the Lower East Side. Mark Israel’s Doughnut Plant is located in the same retail strip on Grand Street. He started the business from the basement of a LES tenement in 1994. Castania Nut Boutique was founded in 1985; its store at the Market Line will be the first outpost in the U.S. Substance Vitality Bar offers cold-pressed juices, açai bowls, smoothies and “protein bites,” including vegan, gluten free and dairy free edible cookie dough.

 

Essex Crossing Reveals a Few More Market Line Vendors (Updated)

The Market Line. Rendering by SHoP Architects.

The Market Line. Rendering by SHoP Architects.

The developers of Essex Crossing are starting to reveal some of the vendors that will be part of the Market Line, a large subterranean shopping pavilion. The facility, meant to complement the Essex Street Market, will run along Broome Street from Clinton Street to Essex Street. The first third of the Market Line is set to open this coming fall.

Buried at the bottom of Florence Fabricant’s Off the Menu column in the New York Times, you’ll find a few of the featured vendors that will apparently be officially announced later today. They include: Tortilleria Nixtamal, neighborhood favorite Veselka, Kuro-Obi (from the ramen chain Ippudo), Cafe Grumpy, Pilot Kombucha, Ends Meat (whole animal butcher) and Essex Pearl (seafood).

This past September, the developers announced the first two Market Line vendors, Chinatown classic, Nom Wah Tea Parlor, and Schaller & Weber, the Upper East Side purveyor of sausages and German-style smoked meats.

The first part of the Market Line will be located in the basement of Essex Crossing’s tower at 115 Delancey St. (Essex Street). An expanded Essex Street Market will be located on the first and second floors of that building. Last night, by the way, local residents gathered for a community visioning session to help determine the programming for a demo kitchen and public space that will be part of the new market. Manhattan Borough President Gale Brewer and City Councilmember Margaret Chin were there to offer words of encouragement.

The first phase of Essex Crossing will also include hundreds of market rate and affordable apartments, a 14-screen Regal movie theater, a Trader Joe’s, a Target store and a medical center from NYU Langone.

UPDATE 3:54 p.m. There’s now a press release from the development team, and profiles of the vendors on the Market Line website.

Tom Birchard of Veselka noted that there was no such thing as the “East Village” when he first came to the Second Avenue Ukrainian restaurant in 1966. It was all the Lower East Side. “Opening a second location in the heart of the Lower East Side,” said Birchard, “is exciting for us for several reasons: We are looking forward to being in the epicenter of immigrant culture and history, a space with other long-standing New York culinary institutions and the next incarnation of the ever-changing Lower East Side culture.”

A few more details about some other merchants.

Ends Meat, currently based in Brooklyn at Industry City, is “a whole-animal salumeria inspired by traditional Italian styles and methods.” In addition to being able to select various meats, shoppers at the Market Line will be able to purchase sandwiches.

Essex Pearl is a new project from the owners of Aqua Best seafood market on Grand Street in Chinatown. At the Market Line, they’ll have a seafood counter and restaurant.

Kuro-Obi is the latest outpost from Ippudo, the popular ramen restaurant chain with locations in the East Village, Soho and Midtown.

–At the Market Line, Nom Wah (Chinatown’s oldest dim sum restaurant) will offer both full menu counter service and take-out.

Pilot Kombucha will be opening its first brick-and-mortar location at the Market Line, “brewing seasonal flavors of kombucha on-site daily.”

Tortilleria Nixtamal will be opening up its first Manhattan location, after starting out in Corona, Queens 15 years ago. The authentic tortillería makes fresh tortillas that contain real corn.

Here are a couple of new renderings of the Market Line:

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Renderings Released For Market Line at Essex Crossing

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Renderings by SHoP Architects.

Developers of the Essex Crossing project today unveiled renderings of the Market Line, a 150,000 square foot retail complex below Broome Street.

The renderings first appeared in Curbed. The underground pavilion will include many small-scale shops and a large beer garden. It will stretch across three buildings, from Essex Street to Clinton Street. Rohan Mehra of the Prusik Group (part of the development team) spoke with Curbed. Here’s part of what he had to say:

Mehra is, of course, aware of the perception that new projects like this—or megaprojects in general—can change the essential character of a neighborhood, or ignore the concerns of longtime residents. “When you talk about megadevelopments like that, that’s an issue—you’re creating something entirely new and wondering how it’s going to fit in,” he notes. “We’re not trying to create a new neighborhood, we’re trying to represent the next step in the evolution of the Lower East Side.”

The first phase of Essex Crossing is expected to be completed in 2018. It will include the first part of the Market Line and a new above-ground home for the Essex Street Market. The remaining two-thirds of the retail center will come online a couple of years later. If you would like to read more about the Market Line vision, you can check out our interview with the developers, conducted one year ago.

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The Market Line at Essex Crossing: Developers Envision the World’s Next Great Public Market