Waiting on NoMad
Is the wait worth it? NoMad is filled with some of the city’s most anticipated new openings, from coffee shops to sample sales to culinary visions. I hopped in the hottest and the longest lines of NoMad to see if it was in fact worth the wait.
Shake Shack
23Rd Street And Madison Avenue
shakeshack.com
My adventure started on a high note as the first crowded line quickly led me to the foot of the original Shake Shack. A burger and fries later and I was recharged. I had Shake Shack’s special sauce on my chin, fry particles in my hair, and a grin on my face. What began as a hot dog cart in the iconic Madison Square Park has a special role in bringing the park from a place you used to avoid to an absolute must- see. It’s hard to imagine the park any other way. Whether it’s ten minutes or ten hours, this line is worth the wait.
The Museum Of Sex
233 5Th Avenue
museumofsex.com
Out of all the lines I’ve waited in, this one held the most eclectic people. There were a few tourists, a spattering of locals, and a large number of people who were just covered up enough to not be flagged for public indecency. The Museum of Sex opened back in 2002 and has been a staple of the neighborhood ever since. Their mission is to preserve and present the history and cultural significance of human sexuality. They offer Drag brunches, over 50 exhibitions, and programs all with the hope to enlighten and engage the public. Tickets begin at $36. After a rather long wait, I can say the build up came with a lasting satisfaction.
Anita Gelato
1141 Broadway
anita-gelato.com
The temperature was a daunting 90 plus degrees as I joined the back of the 50-person line outside Anita Gelato. The line moved quickly — Anita Gelato’s team works like a well-oiled machine as they guided customers from taste testing to scoop building. With over 150 flavors you would think the process might take longer, but with the clear display case and stellar guidance, everyone was soon on their way to eating some of the best sweet treats in the city. I went for a small size which was still surprisingly large. No skimping here. They perfectly pressed two huge scoops of Salted Caramel and Belgian Chocolate into my cup. I grabbed a spot at one of their outdoor tables. From the first bite to the last, the gelato was mind- altering. We love a spot where every choice is the right one.
Cha Cha Matcha
1158 Broadway
chachamatcha.com
Another quick moving line, Cha Cha Matcha was filled with influencers, college students, and matcha enthusiasts. When it was my turn to order, I went with the matcha chai, a combo I would soon discover was out of this world. Instead of relaxing at one of their tables, I decided to walk and sip. I walked down Broadway, taking in the somewhat newly closed off sections of NoMad where people can dine outside or just enjoy a moment of traffic- free tranquility. Before long, I was on a park bench, pink Cha Cha Matcha cup in hand, people- watching and sipping on what very well could be the best matcha I’ve had.
Nubeluz
Ritz-Carlton Nomad, 25 W 28Th Street
nubeluzbyjose.com
This line was a virtual waitlist for a reservation. I (not so) patiently had been waiting for a table to open up at this stunning bar in NoMad. Two hours before I wanted to dine, an email alerted me to an opening — I was in! The space is a dreamy mix of gold and mauve with floor to ceiling windows that showcase a jaw-dropping view of Manhattan. Nubeluz is by Chef Jose Andrés so not only are the views something to dream about but so is every bite and sip. We opted for classic cocktails, but the menu also boasts several non-alcoholic options. The food is causal yet elevated with unique items like a Bagel & Lox Cone, Labneh with Jose’s Potato Chips and caviar service. If you can snag a spot, I assure you the month or more wait for your booking is well worth the effort.
Sample Sale
5 Madison Avenue And 260 Fifth Avenue
260samplesale.com
If there’s one thing that New Yorkers don’t sleep on it’s a sample sale. Nagedi, a company known for their woven style handbags, broke the NoMad line records with 300 people lined up for their sample sale at the Edition Hotel located on 24th and Madison. The sale included 1,200 sample bags with most marked down by almost 50% percent. Not even four hours later and they were sold out. 260 Sample Sale has locations in major cities all over the country and their NoMad location at 260 Fifth Ave is quite the hot spot. With wildly long lines every day of the week, this expansive space offers designer pieces at unbeatable prices. Their lines wrap around the block (sometimes more than once).
If there’s one thing I’ve learned, it’s that if you see a line at one of the hottest places in NoMad, jump on it. You won’t regret it.