Since first opening in 1954, restaurant and retail outlet Serendipity3 has become an institution, known for its over-the-top desserts and popular with locals and tourists alike. Originally located on the Upper East Side of Manhattan, the brand will now open its second location in Times Square, which is attached to the OYO Times Square Hotel.
"There is no better way to celebrate our 70th anniversary than by officially opening a new location in the Theater District, marking the first time we have ever expanded in Manhattan," says Chef Joe Calderone, creative director of Serendipity3. "Serendipity3 has been a destination for locals, tourists, and celebrities alike who share a common interest — a love for ice cream and over-the-top menu items.”
The new location’s design finds inspiration in the brand’s long list of A-list patrons dating back to Marilyn Monroe and Andy Warhol in the 1950s and continuing more recently with Cher, Beyoncé and Kim Kardashian.
Designed by New York-based interior architect Wid Chapman, the new location delivers a bolder, more contemporary take on the restaurant's signature colorful and eclectic aesthetic. Wid has brought the restaurant's long-time Andy Warhol connection to life through reproductions of Andy's signature pop art depicting Marilyn Monroe, the late Queen Elizabeth II and more across the restaurant's walls.
As an homage to the original location's iconic Tiffany lamps, Wid also worked with local stained glass artist Allison Eden for similarly-styled glass mosaic installations, including a stained glass installation of a roaring fireplace, a subtle nod to the restaurant's namesake, the 2001 rom-com "Serendipity" starring John Cusack and Kate Beckinsdale.
"When designing Serendipity3 Times Square, we wanted to amplify everything that is iconic about the original Upper East Side location and the restaurant's brand through pattern, bold colors, lighting and more," says Wid. "Through its Warhol elements, Allison Eden's outstanding vibrant glass mosaics throughout, and a new twist on all things form, pattern, color, and light, restaurant goers are in for a real treat as soon as they step inside."
As a venue that has housed art and cultural legends for the past 70 years, Serendipity3 Times Square will also be inviting local artists to display their art throughout the restaurant and provide restaurant goers in Times Square the opportunity to shop artwork on the walls as they dine.
Images courtesy of Serendipity3
