New LES Lounge, The Eldridge, Keeps "Kind of Stealth"

Get excited: There’s going to be an “exclusive” lounge opening any day now on the Lower East Side! It’s called The Eldridge (named for the street it’s on) and it promises to fabulously fill the void left by Luv 24/7, the previous lounge at the address. But what’s going to make The Eldridge sail where Luv 24/7 foundered? Owner Matt Levine tells Grub Street that, for starters, his 13-table room is going to have movie and popcorn nights on Mondays. And it’s going to be closed on weekends, because “as far as the vibe goes, the people who go to the Eldridge, they’re not in the city on weekends.” Other selling points:

"We’re going to run a very tight door. It’s who you are and who you know. Yes, bottle service is part of the experience, and it involves chocolates!"
"Mixed drinks will run you $16 to maybe $32 for the Eldridge, which uses Armand de Brignac and real gold sprinkles. Bottle prices are standard — like a bottle of Belvedere is $400."
To get past the doorman you’ll have to get possession of 400 laser-engraved entry cards that say Guest of Matt Levine.
"We’re going to have a hospitality consultant that’s going to talk to people and figure out what they need. Their wish is our command. Rather than security guards, we’re going to call them chaperones. Rather than waitresses, they’re table attendants. Rather than bartenders, we’re calling them butlers."

And on and on about Kate Moss and Tom Cruise and chauffeur service via Escalade, all climaxing in Levine’s assertion that “we’re not doing a lot of press. We’re going to be cool because we’re cool, not because we have a publicist doing press for us.” On second thought, the interview actually climaxes with commenter number one, who speaks for all that is noble and just in humanity: “I have never wanted anybody to fail more than this guy. BIG DOUCHE!”

Contact the author of this article or email tips@gothamist.com with further questions, comments or tips.

By John Del Signore in Arts and Events on July 22, 2008 4:31 PM

Comments [rss]

Brooklynbobby

"People who aren't cool, have to buy cool. Sell it to them. Charge them a lot. Good. Now they can feel better. Now they won't be ruining the really cool places. Thanks Eldridge, its a public service."

Touché Slappy!!!

pudeljung

oh ps

ASSHOLES

pudeljung

FAIL

pissyrabbit

I wonder whose money he is spending on this massive failure.

taznyc

Living in the lower east side I can honestly say that his crowd is most definitely there on the weekends, but beside that let me offer another theory. Eldridge is in one of the most fascist community boards in the city and my guess is, that Mr. Levine when applying for his liquor license could not get approved unless he said he would stop serving liquor on the weekends by 2 AM.

If this was the case than the only thing he should be applauded for his the spin because he knows as well as anyone, he would be a joke to his crowd if he had to kick everyone out by 145.

whantmoore

Well since I live in the neighborhood do I get a cooler card with black diamonds

takethecanoli

A+ for douchebag gravity well.

I almost wish I could buy stock in these places, selling booze at 20x markup and all.

matty

"

I can't tell if JDL is making fun of Jen Carlson here or not.

"

ok he totally was. in a nice way. nice work...

REALITY CHECK

Unlike other commenters here, I am actually glad the Eldridge is opening up. Not because I want to go—I actually would likely never want to go. I'm glad because the Eldridge will attract douchebags in droves, therefore leaving my favorite Lower East Side haunts filled with fewer douchebags. So hats off to the Eldridge, you are performing a public service for the Lower East Side.

thefacts

What's hip today will soon become passé!

Anna_Merkin

This must be the new "in" thing: wasting your parents' money on a business and doing ironic PR about it. That must be it, or else, America really is doomed.

NYC Stef

Right as my head was about to explode from this article, I realized it had to be a fake, I thought to myself, "Naaah, no one could possibly be that much of an arsehole."

Hey Matt Levine, just because you have a selective door policy and overcharge for booze will not make you cool or successful. I predict the only crowds you will draw will be other pathetic and desperate to be idolized losers like yourself.

Good luck attaining coolness pal.

OrchardSt

I have servants that go to the bar for my servants. What is that? A fun time over there?

lanciano

are you kidding me?

bxbrian

@TimSPC

Seconded!

matty

I can't tell if JDL is making fun of Jen Carlson here or not.

rbeshenk

If they're not doing a lot of press, why am I reading about this on Gothamist. I know plenty of exclusive, "you've got to know someone", speakeasys in L.E.S. I didn't read about any of them on Gothamist. Ghey.

zodak

"There’s no dance floor."

i think i'm going to give back my laser-engraved card.

TimSPC

I hope the rich kids don't find out that the scene is in The Bronx anytime soon.

slappy

People who aren't cool, have to buy cool. Sell it to them. Charge them a lot. Good. Now they can feel better. Now they won't be ruining the really cool places. Thanks Eldridge, its a public service.

spiritross

#11

So true

Why is it that all these 20 something or even older people in this city are concerned with the idea of "cool" still.

Its very strange and disconcerting the extension of adolescence - pop culture is like religion these days - a large group of people cant decide things for themselves so they allow a single entity to give them rules to live by.

Frightening stuff

Sinchy

Anyone who pays $400 dollars for a bottle of vodka is an idiot.

Clarice City

Really every heard of Mr. Boston?

http://marketviewliquor.com/index-id-52172-a-1.01.html?utm_source=googlebase&utm_medium=organic

interlard

Please please please open it on weekends, otherwise the a-holes who go there will be getting our OUR way.

TheKlaus

Manhattan sucks. And that suckiness has bled through the east river into Brooklyn, spreading it's suckiness diesase.

plk779

Haha! Jerks like this think they're still in highschool or something. Grownups don't care about if they're "cool" or not, douchebag. It's kind of a waste of time.

pazzia

whatever, i thought it was hilarious. keep up the good sarcasm.

pk4l

He's probabily the one in the picture lining in front. =)

jenspellnogood

john sounds like your kind of crowd - full of douchebags. anytime i see your 'byline', i just know the article will be obnoxious or just plain stupid. you're a gawker reject, right?

sadpanda

NES? Or LES?

ed_Extinct

fail

theevilone

Sounds like Hell.

NYer

D.O.A.

bxbrian

fuck that. nuff said.

Ralph

.....and in 6 months there will be no "people who go to the Eldridge" anymore.

TimSPC

“as far as the vibe goes, the people who go to the Eldridge, they’re not in the city on weekends.”

WTF? It's not open. There is no "people who go to the Eldridge" yet.