“We wanted to create an illusion of something different,” Boulud stated throughout a telephone interview. “No one went to the south of France this summer. I thought, Let me take them there. We will make it like a party in Cannes, a party in St. Tropez.”
He stated he couldn’t afford to revamp the eating room himself. “You see the restaurant world. No one is making any money—it is about survival,” he stated. Manufacturers approached him with provides of assist, he stated, including that the price of creating his short-term spot is “five figures,” a fraction of what it prices to open such a restaurant ordinarily.
Designer and architect Stephanie Goto used Hermès Feuillage wallpaper to “transform the classical space,” she stated. “To bring people somewhere else.”
“The artistic director at Hermès is a longtime customer and friend. He said, ‘Let me know how I can help,’” Boulud stated.
“During a challenging time for the restaurant industry, we are excited to be a part of an innovative dining concept by a chef who has risen to meet the moment,” Davide Riboni, president of Lavazza Americas, stated through electronic mail.
The Boulud sur Mer menu will characteristic southern French staples akin to salt-baked complete fish with herbs of Provence, and a traditional, aromatic bouillabaisse, Boulud stated. Costs shall be about 20% decrease than they had been earlier than the pandemic, with a prix-fixe menu served inside for round $125. Outdoors, an à la carte menu shall be supplied to clients seated in colourful cabanas, to be launched subsequent week for colder climate.
Boulud stated the sponsors shall be name-checked.
“We will have a place on the menu that’s a thank-you to the collaborators,” he stated. “We are being transparent here.”
Corporations make donations to eating places for charity occasions and pop-ups. Boulud has used such sponsors as American Airways and Patron for occasions akin to his Citymeals on Wheels Sunday Supper. And American Categorical has been a high-profile accomplice with Eleven Madison Park on its seasonal jaunts to the Hamptons and to Aspen, Colo. However Boulud stated that is the primary time he’s utilizing cash from an organization for his restaurant, and he hasn’t heard of others which can be doing so past pop-ups.
The panorama Boulud is working inside is difficult. In response to an OpenTable research, as of Sept. 22, sit-down eating in New York was down 85%, in contrast with final yr. That’s sharply worse than the worldwide lower of 45% and the nationwide lower of 52%.
Boulud sur Mer is scheduled to remain open till Nov. 30. If it’s profitable, Boulud stated, he would possibly hold it by means of the vacations earlier than he returns to some model of restaurant Daniel.
Sooner or later, he stated, he want to staff up with a style model the way in which one other star chef, Massimo Bottura, has labored with Gucci.
“I see Ralph Lauren restaurants, I see Armani restaurants. I’m looking forward to a collaboration with a house,” he stated. “They can really work well.”