Well, this could be a game changer for one developing neighborhood! Though a deal isn't finalized yet, the Wall Street Journal today reports that, after almost 100 years as a stand-alone store on the Lower East Side, appetizing legend Russ & Daughters may soon open a second location in the neighborhood north of Madison Square that developers keep insisting we call "NoMad." First that area gets Eataly (and the original Shake Shack), now this?

According to Andrew Zobler, chief executive of the Sydell Group and developer of the Ace Hotel and the planned NoMad Hotel on 28th Street, the lox emporium is in talks to bring a store to the space next door to the upcoming hotel. But because the deal is still being worked out nobody really wants to talk about it. Still, that noise you hear? That is the sound of hundreds of New Yorkers plotzing simultaneously with joy that someday in the future their semi-weekly appetizing pilgrimage might be made that much easier and less crowded.