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Gerber Group Introduces a New Bar and Kitchen Concept at the Westin NY Grand Central

January 25, 2013 By: Nightclub & Bar


Next month, hospitality and nightlife leader, Gerber Group will once again redefine the traditional hotel lobby bar by introducing a new bar and kitchen concept. The company has partnered with Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) and Host Hotels & Resorts (NYSE:HST) to open THE LCL: Bar & Kitchen, at The Westin New York Grand Central as part of the $65 million renovation and re-flagging of the former New York Helmsley Hotel. THE LCL: Bar & Kitchen will mark Gerber Group’s first expansion into the Westin Hotels & Resorts portfolio and its 23rd property worldwide.  

“Starwood Hotels & Resorts and Host Hotels & Resorts have been valued partners of Gerber Group for many years. We are excited to expand our partnership into some of the other notable hotel brands,” says Scott Gerber, CEO of Gerber Group. “This is the first time we will be featuring a Gerber Group venue in a Westin hotel, and look forward to creating a fresh new concept for the brand.” 

The space will extend to 42nd Street, transforming the entire façade of the building, and will serve as a welcoming respite from Midtown Manhattan. THE LCL: Bar & Kitchen, inspired by the colors and textures of nature, incorporates rich fabrics, natural woods and soft lighting elements. Designed by STEPHANIEGOTO, the 2,600 sq. ft. venue features an alluring curtain wall composed of vertical natural walnut planks, a palette of soft colored reflective glass and an illuminated “forest wall” which transitions from day to night. 

The seasonal menu will offer kicked-up comfort food from sunrise to well after sunset. The morning starts with Stumptown Coffee Roasters, invigorating cold pressed juices from Organic Avenue, fresh pastries and traditional kitchen-created breakfast classics. Grab-and-go options will also be available for guests on the move.  The afternoon introduces a casual lunch, offering both classic and contemporary plates. By night, THE LCL: Bar & Kitchen will transform into a thriving lounge where guests enjoy post-work cocktails, social dining and late night libations. Dinner includes signature eats like the Deviled Organic Eggs and the signature LCL Flame Grilled LaFreida Burger.

“We wanted to create a place where locals and hotel guests can frequent a few times a week,” says Gerber. “Everyone should feel welcome to come in alone and experience a sense of community inside. Enjoy a leisurely dinner and quality drinks, with music at a level that allows for conversation.”

THE LCL: Bar & Kitchen will offer an extensive selection of local small-batch spirits, regionally brewed craft beers and organic, sustainable and biodynamic wines. The menu will feature an ever-changing selection of creative “enhanced juice” cocktails that highlight cold pressed juices, market fresh ingredients and locally sourced seasonal favorites. Signature sips include Brush and Tone, made with organic vodka, muddled cucumber and lemon, Organic Avenue Coconut Water, Wakaya Ginger Powder and egg white and Poire 75, with cognac, Organic Avenue pear juice, lemon and blanc de blanc.

THE LCL: Bar & Kitchen will be open daily from 6 a.m. For table reservations or to book a private event, please call 212-405-4399 or visit www.theLCLnyc.com.


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