New Museum’s Restaurant and the Evolving Intersection of Art and Dining
The New Museum in New York City is poised to redefine the museum experience with the addition of its first full-service restaurant, a project spearheaded by The Oberon Group’s Henry Rich and chef Julia Sherman. This isn’t simply about adding a café; it’s a deliberate move to integrate the dining experience into the artistic ecosystem of the museum, accessible via Freeman’s Alley.
The Oberon Group’s Expanding Footprint in Cultural Spaces
The Oberon Group, known for Brooklyn establishments like Rucola, June, and Rhodora, has been strategically expanding its presence within cultural institutions. They are now the exclusive event partner for the New Museum, handling hospitality and culinary services for all special events and dining experiences. This partnership, secured roughly four years ago, reflects a growing trend of museums seeking to enhance visitor engagement through curated food and beverage offerings.
Henry Rich, Managing Partner of The Oberon Group, emphasized the collaborative nature of the project, stating the restaurant will serve as a “gathering place for artists, the neighborhood, and museum visitors.” The group’s portfolio demonstrates a commitment to community-focused, climate-positive, and culturally relevant hospitality.
Julia Sherman: Bridging the Gap Between Food and Art
Chef Julia Sherman’s involvement is particularly noteworthy. Her function consistently blurs the lines between culinary arts and visual arts, evidenced by projects like building a salad garden at the Getty Museum and MoMA PS1. Sherman’s cookbooks, including Salad for President and Arty Parties, further showcase her network of creative colleagues and her ability to translate artistic concepts into edible experiences.
The restaurant will also feature a cocktail menu overseen by Arley Marks, a longtime friend and classmate of Sherman, known for opening Honey’s in Bushwick.
A Broader Trend: Artist-Run and Concept-Driven Restaurant Spaces
The New Museum’s restaurant aligns with a broader trend of artist-run or artist-inspired dining spaces. These establishments are moving beyond simply offering food; they are becoming immersive experiences that reflect the values and aesthetics of the art world. This approach aims to attract a diverse audience, fostering a sense of community and encouraging dialogue.
The New Museum Reopening and OMA’s Design
The restaurant is slated to open in conjunction with the New Museum’s relaunch following a 60,000 square-foot expansion, designed by OMA. The restaurant itself will be designed by OMA, further solidifying the integration of art and architecture within the dining space. The museum is set to reopen on March 21.
Frequently Asked Questions
What is The Oberon Group?
The Oberon Group is a hospitality group based in New York City, known for restaurants and bars like Rucola, June, and Rhodora.
Who is Julia Sherman?
Julia Sherman is a chef and artist known for her work fusing food and art, including projects at museums like the Getty and MoMA PS1.
When will the New Museum restaurant open?
The restaurant is expected to open in tandem with the New Museum’s relaunch later in 2025.
What is OMA’s role in the project?
OMA designed both the expansion of the New Museum and the restaurant within it.
What other projects has Henry Rich been involved in?
Henry Rich has opened and managed nine food businesses and is involved in climate advocacy and sustainable practices within the food supply chain.
Did you recognize?
Rhodora Wine Bar, another Oberon Group venture, is New York’s first carbon neutral natural wine bar and the country’s first trash-free bar.
Pro Tip:
Keep an eye on the New Museum’s website and social media channels for updates on the restaurant’s name, menu, and opening date.
Explore more about the New Museum’s expansion here.
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