When Daniel Boulud throws open the doors to his high-ceilinged Upper East Side dining room on Sept. 30, the restaurant will look very different than it did before the Covid-19 pandemic—and not just because of mandated safety precautions.
The storied chef is reincarnating his restaurant as Boulud Sur Mer. Along with the name change will come a completely different look, one that calls to mind the south of France with vibrant swoops of fabric and wallpaper that evoke the sailboats, trees, and bright colors of the Mediterranean. The restaurant will also recognize several companies that helped create the space: luxury brands sponsoring the temporary restaurant.
Evian water, Lavazza Premium Coffees Corp., and Daou Vineyards all donated product and undisclosed amounts of money to help restart indoor dining at Boulud’s flagship. Money went for renovations and such costs as new uniforms.
“We wanted to create an illusion of something different,” says Boulud in a phone 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.”
Boulud says he couldn’t afford to redesign the dining room himself. “You see the restaurant world. No one is making any money—it is about survival,” he notes. He says brands approached him with offers of help. The cost of creating his temporary spot is “five figures,” a fraction of what it costs to open a restaurant ordinarily.
Designer and architect Stephanie Goto used Hermès Feuillage wallpaper to “transform the classical space,” she says. “To bring people somewhere else.”
“The artistic director at Hermès is a long-time customer and friend. He said, ‘Let me know how I can help,” says Boulud.
“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,” said Davide Riboni, president of Lavazza Americas, in an email.
The Boulud Sur Mer menu will feature southern French staples such as salt-baked whole fish with herbs of Provence, and a classic, fragrant bouillabaisse. Prices will be about 20% lower than they were before the pandemic, with a prix fixe menu served inside for around $125. Outside, an à la carte menu will be served to customers seated in colorful customized cabanas that will be introduced next week for colder weather.
Boulud says the sponsors will be name-checked.