In an effort to “re-invent,” the once bumping Fashion Forty Lounge, nested in the heart of Times Square, full time consultant, Michael Stein, has launched a series of events where he invites cocktail and nightclub enthusiasts to taste the food, tour the venue, and of course sip the cocktails.
The midtown lounge first hit the fashion district eight years ago. Given its location on 40th Street between 7th and 8th Avenues, it continues to attract the tourists of Time Square, the commuters from Port Authority, Hell’s Kitchen residents and those who remember Fashion Forty in its glory days.
According to Stein, the key to Fashion Forty is that it’s upscale yet not pretentious. He is committed to communicating this vibe to the real movers and shakers of New York City. “I was looking for an effective way to show the venue to people who haven't been there before or in a while and let them know what the place is all about,” says Stein. “It’s a good way to build for the long term success of the business.”
The lounge offers a reasonably priced full dinner menu along with delicious and hearty small plates all served from an immaculate and highly functional kitchen. There are two sets of spotless and stylish bathrooms and an upstairs event space utilized often for corporate events and special occasions.
Onto the drinks...the extensive cocktail list, complete with fashion district-inspired titles, like Stiletto, GQ, Glamorous, Runway and my favorite, Organic Diva, offered an array of options for the vodka and tequila drinkers amongst us. Of course, there’s a full service bar for those who choose against the slightly pricey specialty cocktails.
The ambience is laid back, but trendy, which seems fittingly appealing to what’s definitely a laid back but trendy crowd. The DJ played a mix of old-school and techno music that was also appropriate for the scene.
I will definitely be returning to Fashion Forty in and hope to catch some live music and the newest drink coming to the menu, Stein’s signature peanut butter and jelly martini. You’ll have to come in yourself for the secret, but genius recipe!