Was it always going to be on the Lower East Side?
N: We came full circle with that. The Lower East Side is one of the most important geographical neighborhoods in the US, because so many Americans can trace their own immigrant histories back to this small zone. At the turn of the century, this area was the most highly populated in the world! There is so much memory and history on these streets, and Russ & Daughters has been a part of that history for a hundred years. We had other options of where to place the café, but ultimately we realized that we had to do it on the Lower East Side, it just goes hand in hand with the brand. The more that the city and this neighborhood changes, it loses a lot of its historical character, so we felt obligated to be one of those places that provides continuity.
