Article originally appeared in the New York Post on September 30, 2019.
The owners of 1740 Broadway, the classic office tower designed by the architects of the Empire State Building, have come up with a new way to make their property appetizing to space-hungry tenants.
Michelin-starred New York chef John Fraser has been tapped by landlord EQ Office to bring a feeding frenzy to the 600,000-square-footer at Broadway and West 55th Street.
Fraser’s JF Restaurants, which runs acclaimed eateries such as Nix, The Loyal, and both The Terrace and 701 West at Ian Schrager’s Times Square Edition, will launch a new, ground-floor eatery at the 5,000-square-foot corner spot previously home to Brasserie Cognac.
But there’s much more to the collaboration with EQ. Fraser will also develop a “café concept” in the building’s private tenant club, located on the lobby mezzanine, and a premium amenity and catering program just for tenants.
Chef collaborations are increasingly common in hotels and at some luxury condo buildings. But a chef’s role at an office location normally means a restaurant and participation in private event spaces, such as Daniel Boulud’s role at One Vanderbilt.
EQ aims to go beyond that at 1740 Broadway, where it means to establish a more seamless and intimate connection between the chef and office workers. Fraser will also provide catering services to tenants throughout the building — which could include everything from cocktail receptions to sit-down dinners inside actual workplaces.