Serendipity 3 Is Opening in Times Square | Eater NY
"As the brand expands into Times Square, I'm struck by how the new outpost at 157 West 47th Street (inside the OYO Times Square Hotel) deliberately forgoes the original's old-school whimsy for a modern, playful 2024 reinterpretation: the team worked with architecture firm Wid Chapman and artist Allison Eden on glass-mosaic installations, revived select artifacts (like the antique clock and original stirrer designs), and installed a fireplace with glass flames as a loose homage. Joe Calderone, the creative director of four decades, says they needed more space because the UES location was always at capacity; the Times Square restaurant, opening August 20, will operate from breakfast through late night, carry most of the full menu (including foot-long hot dogs with Italian and Buffalo-flavored toppings — even with mac and cheese), add a couple of over-the-top items, offer cocktails in addition to the UES beer-and-wine options, and serve the Frrrozen Hot Chocolate in its many varieties (there are currently 13, including a vegan version)." - Emma Orlow
