Openings: Freds at Barneys New York

Fred at Barneys opening soonBarneys New York in Beverly Hills, the iconic location recognized as one of the city’s most revered shopping destinations, is set to unveil Freds at Barneys New York restaurant opening on October 16, 2014. The first of its kind in California, the newest restaurant follows in the footsteps of the renowned Freds in New York and Chicago. Redesigned by Steven Harris Architects, the clean lines of this space will complement and complete the fully renovated fifth floor, which includes men’s designer clothing and the expanded men’s shoe department, as well as additional renovations throughout the store.

Executive Chef, Mark Strausman, who oversees Freds in both the Madison Avenue and Chicago locations, will turn out an innovative Italian-inspired and contemporary American menu, offering a Californian spin on traditional classics and signature dishes. “Just as we have done in New York and Chicago, we are working closely with local farms and vendors to source fresh and seasonal ingredients unique to the California region,” says Strausman.  Open for lunch, dinner, and weekend brunch, guests can expect to enjoy a reprise of menu favorites from the original New York restaurant, including Mark’s Madison Avenue Salad, the ultimate chopped salad topped with imported Italian tuna, as well as some new Los Angeles-inspired dishes including the Beverly Hills Club with shrimp, crab, avocado, bacon, lettuce and tomato served on 7-grain bread along with Belgian pomme frites; the Raw Vegan Cashew “Cheese” Dip, served with sliced fennel, celery and carrots; or  the Farmers Market Flatbread with mushrooms, zucchini, leeks, spring onions, green garlic, and local goat cheese. Additionally, the bar will feature small batch spirits and seasonally hand-crafted cocktails as well as cold-pressed juices and beverages for the morning and afternoon crowd, all served by a staff donning exclusive Band of Outsiders uniforms by designer Scott Sternberg, and shoes designed by Common Projects.

The newly expanded space, with interiors by Rees Roberts + Partners, will feature modern furnishings, a custom greige onyx bar, and picturesque terraces with captivating views of the city and the elegant Hollywood Hills. “We wanted to highlight the natural beauty of the L.A. area, and were able to do that by taking advantage of the terraces. The space is comfortable, yet luxurious and modern,” said Dennis Freedman, Creative Director of Barneys New York.

Freds at Barneys New York will also feature an exclusively commissioned art piece by celebrated contemporary artist Rob Pruitt. “The four-panel mural is an extraordinary and monumental piece. It consists of varying gradient colors and evokes the feeling and spirit of Los Angeles,” said Freedman.

“I was thinking about my gradient works and how, for the past couple of years, I had used them to depict and create a mood—a kind of human emotion. I shifted that for the project at Barneys by thinking more about an atmosphere, which led me to create a mural that depicts the California seasons” said Pruitt. “The piece displayed at Freds is very ethereal; it attempts to capture light and time in a way that is simultaneously nostalgic and full of optimism for the future.”

To further celebrate the opening of Freds on the West Coast, Barneys New York will launch a dedicated Instagram channel, @FredsatBarneys that will feature signature dishes and cocktails, images of the locally-sourced ingredients used, and behind-the-scenes images from the kitchens of Freds in Beverly Hills, New York, and Chicago.  The channel will also showcase exciting upcoming partnerships, takeovers and special events not to be missed.


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