La Esquina - New York Times:
Unlike many other restaurants, which herald their opening with a flurry of parties and press releases, La Esquina's owners have chosen to announce its presence by not announcing it: the restaurant's phone number is not published, the entrance bears no name, and its doorway is disguised. No photographs, please. A public relations executive, Jennifer Baum, said she has been consulting with La Esquina on its no-p.r. p.r. strategy for months, though Serge Becker, an owner, denied it.
To create what Mr. Becker calls a "Goodfellas" style experience, getting to the dining room requires patrons to squeeze through a fluorescent-lighted kitchen, pass a makeshift locker room and execute a series of tight turns before entering a dungeonlike space with candelabras and barn wood floors.
UPDATE: My friend Aaron went to La Esquina recently and reports:
So funny, I read your blog about Esquinas, and it turns out I was just there last night – it’s awesome! Like 17 people had told me about it so I dropped by and tucked in.
All hail buzz!
