Adding to their list of nightlife venues—Marquee, Dune in Southampton, and Tao in Las Vegas—Strategic Hospitality Group's Noah Tepperberg and Jason Strauss, along with Danny Abeckaser, opened Avenue on Monday. The west Chelsea lounge replaces the Indian-themed Earth NYC and sits on 10th Avenue next to the newly opened High Line Park.
Completely gutted and refitted with custom pieces and a new vintage aesthestic, Avenue—which Tepperberg refers to as the group's "jewel box"—measures 3,100 square feet across three levels. In addition to changing out the decor, the new owners also furnished the site with amenities for private events.
The 2,200-square-foot main room on the ground level consists of a dining and bar area and has room for 120 seated or 195 standing. Set up more like a lounge than a formal dinner space, this is furnished with worn leather banquettes and low-slung wooden tables. Overhead hangs a custom chandelier, which complements a color palette of warm brown and amber. In here, Roble Ali serves a menu of comfort food, including Kobe beef sliders, lobster rolls, and waffle-cut French fries.
Overlooking the ground floor are two elevated spaces suitable for groups and private functions. The largest is a 700-square-foot room furnished much like a social parlor, with mismatched furniture, private bathrooms, a bar, and a DJ booth with a separate sound system. Enclosed in glass and shaded by drapes, this tier can be used for sit-down dinners for as many as 50 or cocktail parties for a maximum of 75. Opposite this is a small mezzanine that surrounds the main DJ booth. Decorated in a similar fashion to the other two spaces, this 200-square-foot area seats 20 or holds 30 for receptions.
For events, Tepperberg, Strauss, and Abeckaser installed removable furniture and integrated several elements into the decor. Speakers are covered with marble tops and resemble columns, while the sound system is hidden behind the oak and cork paneling. An extensive array of lighting offers more than 100 different fixtures and 16 intelligent computer-controlled devices. There is also a rigging system that can hold several thousand pounds.
For buyouts, Avenue seats approximately 190 or holds 300 for receptions. Preferred vendors include Tepperberg and Strauss's own production company, Strategic Group, as well as Knight Security, but the venue is flexible and will also work with outside companies.
