404: Tour de France Restaurant Group Adds Event Space, Bakery, and Restaurant to Javits Area

By Anna Sekula December 17, 2010, 1:50 PM EST

Photo: Jeeyun Lee for BizBash

Earlier this month, Simon Oren's Tour de France Restaurant Group opened 404, a bakery, restaurant, and event space in the rapidly growing Midtown West neighborhood surrounding the Jacob K. Javits Convention Center. Named for its address on 10th Avenue, as well as a bistro in Paris, the 15,000-square-foot space from Oren—who owns and operates nine French eateries in the city, including Nice Matin on the Upper West Side and L'Express in Gramercy Park—is the restaurateur's first venue designed specifically for private functions and social gatherings.

Divided into three main areas, the bright and airy 404 has some of the same French sensibility present at Oren's other properties. White subway tiles decorate the to-go café and bakery, reclaimed wood and a leafy hedgelike wall mark the more formal dining room, and jewel-colored glass panels accent the sliding partitions in the event space. The latter, which has a separate entrance and windows facing the street, is a blank-slate-style space that can be divided into smaller rooms or combined with the restaurant and a second-floor seating section for larger groups.

In addition to audiovisual capabilities, 404 offers in-house catering from executive chef Shai Mantzor, the former chef de cuisine at Barbounia.

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