First Look: Food hall moves into historic NYC retail address
A 35,000-sq.-ft. food and entertainment destination has made its debut on the ground floor of a landmark 1914 building in New York City.
Shaver Hall has opened inside the former Lord & Taylor flagship building at 424 Fifth Avenue in Midtown Manattan. Named an official New York City landmark in 2007, the building was home to Lord & Taylor until the retailer went dark in 2019. Amazon purchased the building in 2020 for close to a reported $1 billion, repurposing it as its New York City corporate hub.
Named for Dorothy Shaver, the trailblazing president and CEO of Lord & Taylor in 1945, Shaver Hall boasts 11 food stalls (described as “chef-curated eateries”), three full-service upscale restaurants, two bars and a “modern” bodega with a self-serve 20-tap beer wall. It’s also home to the nation’s first cheese conveyor belt.
The destination was developed by restaurant incubator FB Society. It was designed by ZGF Architects and design partner ICrave, which is part of Journey. The space has seating for 1,400.
"Shaver Hall is an experience that brings together Michelin-starred talent, the nostalgia of a Brooklyn slice, and the social energy of a great cocktail bar under one roof," said Jack Gibbons, CEO of FB Society. "Amazon had a vision for this corner of Midtown, and we are partners in their commitment to their employees and neighbors. We want Shaver Hall to be a place where everyone feels like it was made for them."
The heart of the food hall centers around The Layaway Bar. The name harkens back to the days when stores offered layaway services, holding merchandise for customers as they paid over time.
“We brought back “layaway” in modern way — as a full service cocktail lounge experience that encourages patrons to "stay a while" and take their time,” Sean Dillon, Shaver Hall COO and VP, told Chain Store Age.
Shaver Hall has three full-service restaurants, including Tallow Steakhouse; Pick & Cheese, where guests can sit at a 200-foot cheese conveyor belt and enjoy a carousel of plates of charcuterie and locally sourced condiment; and Mako in what is first extension of Michelin Star favorite in Chicago. The restaurants are managed by Shaver Hall.
A collection of 11 eateries from across the city — with every concept having no more than five brick-and-mortar storefronts — make up the 11 food stands, which are privately run and staffed. The fare runs the gamut from Brooklyn-style pizza and Korean-inspired fried chicken to hand-rolled bagels and Italian-style small-batch gelato.
Rounding out the experience, is a New York City-style bodega offering grab-and-go breakfast and lunch options, coffee, snacks, pantry staples, beer and wine, and specialty products. The space also features a self-pour drink wall, giving guests an interactive way to explore rotating beers, wines, cocktails and other beverages.
In addition to its culinary offerings, Shaver Hall features a dedicated stage for entertainment Wednesday through Sunday, with a rotating lineup of local musicians, DJs, sports watch parties and cultural programming that pays homage to the building’s deep connection to fashion, art and New York culture.
Dillon spoke with Chain Store Age’s Deena AmatoMcCoy about the Shaver Hall’s inspiration,
What was the inspiration for Shaver Hall?
The 13-story building is one of New York City’s most iconic locations and a historical landmark. Our goal was to reimagine the space into a new community gathering place. We knew we wanted to create a fully curated culinary experience that featured dining, music and interaction.
Amazon currently owns the building and operates its New York City corporate office here. They could have reused the space for their private use, but the company envisioned creating a space for the community.
What was the vision for the space?
Opening a food hall is a tough business, and it is scary when the space is empty. You need to be thoughtful when it comes to opportunities, and take into consideration the space, the neighborhood and firepower of potential service partners.
When we embarked on the project two years ago, we knew it was important to preserve the building's architectural heritage. We also wanted to create the perfect destination that would encourage date nights, afterwork cocktails, a quick bite, as well as be a destination for live entertainment.
As we continued our planning, we also had to come up with a name. Since we were creating a trailblazing concept, we decided to pay homage to another trailblazer — Dorothy Shaver, the woman who helped define Lord & Taylor as a cultural force.
Dorothy Shaver not only made history by becoming the president and CEO of Lord & Taylor in 1945, she was also the first woman in the United States to lead a multimillion-dollar corporation. It made complete sense to name Shaver Hall after her.
Shaver Hall is not FB Society’s first dining and entertainment destination. Tell me about your other experiences.
FB Society has a portfolio of more than 20 chef-driven, experience-focused brands, including our two newest: Assembly Hall in Nashville, and Legacy Food Hall in Plano, Texas.
Each one is unique but they are all built to bring people together. These were the stepping stones we used to create the experience at Shaver Hall.
What design elements make the space stand out?
The material palette references the craftsmanship and detail of fashion retail, which combines rich tones, metallic accents, warm woods and layered textures. The space features a shared design framework while allowing each food concept to retain its own character.
For example, woven overhead canopy structures connect the food concepts, creating a sense of rhythm and continuity across the hall. Illuminated signage, inspired by luxury fashion labels, gives each tenant a distinct presence and reinforces the idea of food concepts being individual brands.
The result is an environment that feels elevated, social and accessible, balancing the heritage of the building with the energy of a contemporary New York dining destination.
What expectations do you have for Shaver Hall?
There are 4.5 million shoppers that pass the front door of 424 Fifth Avenue daily. If we can attract even 1% of those people to come inside regularly, that would be a huge accomplishment.