NYC News
schmuck. Cocktail Bar Lands in NYC
January 29, 2025, 11:27.22 pm ET
Photos: schmuck.
New York’s cocktail scene just got a serious jolt. Acclaimed bartenders Moe Aljaff and Juliette Larrouy have officially launched schmuck., a vibrant new cocktail bar at the corner of 1st Ave and 6th Street in the East Village. Known for their innovative, ingredient-driven drinks and a laid-back vibe, the duo is bringing their signature style to New York for the first time.
Aljaff, originally from Iraq and raised in Sweden, made a name for himself in the bar world with Two Schmucks in Barcelona, a high-energy “five-star dive bar” that reached No. 7 on the World’s 50 Best Bars list. Larrouy, a French culinary pro-turned-mixologist, honed her skills at Paris’s award-winning Le Syndicat before joining Aljaff in Barcelona in 2020. After parting ways with Two Schmucks in 2022, the pair set their sights on the U.S., eventually teaming up with hospitality veteran Dan Binkiewicz (Sweet Liberty, Medium Cool) to open schmuck. in NYC.
“The beauty of the schmuck. brand is that it's ever evolving and truly cannot be contained to one thought, idea, drink, or mood, but the constant is mine and Juliette’s lives and where we are at a certain point of time,” said Aljaff. "At the end of the day, we’re just a bunch of schmucks from all over, joining forces to provide memorable moments for our guests"
Designed to feel like the ultimate house party—hosted by that effortlessly cool friend—schmuck. features two distinct spaces. The main living room offers a cozy, all-seated experience with 12 inventive cocktails, like FIKA (a riff on cinnamon buns and coffee) and BLANKA (inspired by a French winter salad with whiskey, fennel, and mustard vinaigrette). A smaller, more casual room next door serves up bold, no-fuss drinks meant for frequent visits, with flavors like caramelized apple and strawberry & cheese.
No great party is complete without food, and schmuck. delivers with a Persian-meets-Western European menu crafted alongside Berlin’s LOBB. Expect crave-worthy bites like Shrimp in Harissa Butter, Smoked Labneh with pickled veg and flatbread, and a Puff Pastry Pizza loaded with parmesan and parsley-tarragon-dill pesto.
The design is as carefully curated as the drinks, featuring vintage furniture and lighting sourced from Europe, blending Mid-Century Modern, Space Age, and Brutalist design movements. Think Dieter Rams chairs, a concrete coffered ceiling, and a stainless-steel bar that serves as the room’s striking focal point.
schmuck., located at 97 First Avenue, is open Tuesday to Sunday from 6 p.m. to 2 a.m. with the kitchen running until 11 p.m. A limited number of reservations are available on Resy, but most seating is walk-in. For more, visit schmucknyc.com or follow @Schmuck.NY on Instagram.
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