Gerber Group Debuts Irvington at W New York


Gerber Group opened Irvington (201 Park Ave. South; at 17th Street), a New American bar and restaurant with Mediterranean-influences highlighting locally-sourced ingredients from the neighboring Union Square Greenmarket and freshly rotisserie roasted meats. Housed in the space formerly operated as Todd English’s OLIVES and revamped by the Brooklyn-based, internationally acclaimed design firm Crème, Irvington features seasonally-driven and simply presented cuisine, bringing a fresh culinary perspective, along with Gerber Group’s distinguished bar program, to the Union Square neighborhood.

“We are extremely proud to introduce this bar and restaurant concept spearheaded by our new Executive Chef, David Nichols,” said Scott Gerber, Principal and CEO of Gerber Group. “The down-to-earth menu at Irvington will feature flavorful ingredients from local farmers and purveyors for a complete Greenmarket-to-table dining experience.”

Situated on the street level of the iconic W New York – Union Square, Irvington creates a connection to the adjacent farmer’s market through design features like organic elements of wood and leather, mixed with an urban industrial palette of blackened metal and glass. A welcoming open kitchen that boasts a brick stone oven, rotisserie and custom built culinary suite provides a focal point to the space, while providing diners a front row seat to the kitchen’s bustle through an intimate chef’s counter.

Chef David Nichols’ menu emphasizes carefully prepared market ingredients and straightforward presentations. Offerings include thoughtfully curated small plates, artisan flatbreads, housemade pastas, and a variety of freshly-roasted rotisserie items, ranging from poultry and lamb to market-sourced vegetables. Meats from the rotisserie make additional cameos in items like the Pressed Porchetta Sandwich with Roasted Cucumber Hot Sauce and Provolone and the Duck Confit Potpie.

Other notable dishes include Lamb Tartare with Harissa and Radish; Grilled Asparagus with Poached Egg and ‘Ndjua Vinaigrette; Free Range Chicken with Marble Potatoes and Grilled Leeks; and Bucatini with Chopped Porchetta. Merguez and wild boar sausages, delicate pastas and fresh mozzarella cheese – all made in house – serve as additional highlights. Fresh breads and cheeses are sourced from the famed Grandaisy Bakery, and the neighboring Beecher’s Handmade Cheese.

“I am thrilled to join the Gerber Group family, and to lead the kitchen at Irvington – especially because it will be so open and conducive to welcoming guests,” said Chef David Nichols. “Our team looks forward to continuing to evolve the ever-flourishing market-to-table dining scene surrounding Union Square.”

Irvington also features an innovative bar program of classic, modern and retro-inspired cocktails like the GG ManhattanBarrel-Aged Old Fashioned, and the Chelsea Grasshopper.Guests can also enjoy craft cocktails bottled in-house like the Moscow Mule and Sparkling Negroni, as well as global wine offerings, small-batch spirits and regionally brewed beers. Fresh juices and handcrafted coffee are available from local outposts, Liquiteria and Irving Farm Coffee Roasters.

The name, Irvington, is derived from the iconic New York literary figure Washington Irving, whose moniker is synonymous with New York’s local spirit, and whose notable historic presence is deeply felt across the Union Square community. A large-scale pop art painting by renowned contemporary artist Marcus Pierce prominently hangs above the kitchen, and features a tongue-in-cheek depiction of Washington Irving’s famed Headless Horseman character.