A Celebration of Culture and Cuisine at Hudson Yards’ Mercado Little Spain
The far west side of Midtown, Manhattan teems with vibrant energy, as crowds of visitors explore the dynamic new neighborhood of Hudson Yards. Once a former railroad site, the area has been revitalized and rebuilt into a cutting-edge cultural center spanning 28 acres from 30th to 34th Streets and 10th to 12th Avenues.
Featuring an array of over 100 retail stores and dining options, public art installations, gardens and plazas, offices, residences, and more, Hudson Yards has become a model for the future of urban real estate. Developed by Related Companies and Oxford Property Group, the megacomplex is the largest private real-estate development in the United States, and is estimated to host over 20 million visitors in its first year.
The March 2019 opening of The Shops & Restaurants at Hudson Yards — a seven-story shopping complex located at 10 Hudson Yards — has transformed the neighborhood’s formerly desolate dining landscape into a bustling, must-visit culinary destination.“The public engagement at The Shops & Restaurants since our grand opening in March has been overwhelming, and a testament to the careful thought we put into creating an exceptional mix of dining, entertainment, experiences, culture, and fashion,” said Kenneth A. Himmel, President and CEO of Related Urban, a division of Related Companies, in a press release. From fine dining establishments such as TAK Room to cafes and quick serve spots like Bluestone Lane and Shake Shack, the bustling center is full of variety, offering exceptional experiences for New Yorkers and tourists alike.
One of Hudson Yards’ biggest culinary draws is the innovative Mercado Little Spain. Created by world-renowned chef and restaurateur José Andrés in collaboration with fellow chefs Ferran and Albert Adrià, Mercado Little Spain is a modern celebration of historic mercados found throughout Spain, and emulates the country’s culinary and social traditions. The impressive market provides guests with an authentic taste of the country’s culture — a little slice of Spain situated in the middle of Manhattan.
MORE THAN A FOOD HALL
With so many food hall competitors throughout the city, Andrés and team have excelled at bringing fresh and highly creative ideas to their subterranean venue at 10 Hudson Yards. Mercado Little Spain is not your typical New York City food hall. The sprawling 35,000-square-foot market — comprised of three full-service restaurants, three bars, a cafe, and over a dozen food and retail kiosks — recreates the dynamic environment of traditional Spanish markets, where visitors leisurely explore rows of stalls selling fresh produce, cured meats and cheeses, flowers, dry goods and an array of signature Spanish cuisine.
Deemed Andrés’ “veritable love letter to Spain,” Mercado Little Spain aims to provide consumers with an immersive culinary experience that encompasses all Spanish regions and instills feelings of comradery, of community. Much like the markets found throughout cities and neighborhoods in Spain, the all-day eatery is a hub for social gatherings of many kinds. Families and friends enjoy meals together, nearby office workers pop in on their lunch breaks, colleagues discuss the workday over sangria pitchers and assorted tapas, locals grab Spanish dry goods and groceries before heading to their apartments. The space is packed with variety, so visitors can discover something new and exceptional with each return visit.
AN AUTHENTIC SLICE OF SPAIN
Mercado Little Spain utilizes diverse ingredients seen all over Spain, sourcing from some of the country’s most talented chefs, artisans, purveyors, and designers. Every kiosk offers something unique such as empanadas, patatas bravas, paellas, and traditional pastries like churros and buñuelos. There are also stalls dedicated to goods including imported Ibérico hams, seafood and cheeses, flowers, meats grilled on live fire stoves, and much more. Visitors can stop by any time of day and have a new, unique experience. There are endless options to explore, making it popular for repeat customers.
Curated with complete authenticity in mind, the market’s commitment to Spanish culture doesn’t stop at food and beverage. The space, designed by Spanish architecture firm Capella Garcia Arctectura and NYC-based design studio ICRAVE, draws inspiration from restaurants and markets spanning diverse regions of Spain, as well as small Spanish towns — where houses line intimate streets and town squares are social gathering hotspots. Bright colors of blues, reds, and oranges abound, adding to the lively and welcoming atmosphere. The space is also rich in materials, furniture, and decor sourced directly from Spain — from the ceramic tiles to the tables, bars, and countertops to the lighting fixtures. Even the striking murals within the venue are unique works from different Spanish artists. Every element of the venue has been meticulously planned to achieve genuine Spanish aesthetic.
In addition to the physical food hall, Little Spain even has an online store, where consumers can purchase authentic Spanish goods for their kitchen pantry like tinned fish, spices, herb-infused oils, as well as cookware and tableware. For further inspiration, the website’s accompanied blog features traditional recipes for diners interested in recreating the flavors of Spain in their own homes. Site visitors can also conveniently learn about happenings and specials frequently taking place within the market, such as culinary festivals, wine tastings, happy hour events, and jamón ibérico carving classes.
COMMUNITY MINDED
While the space draws in a wide range of consumers, Mercado Little Spain — along with the multitude of dining spots at Hudson Yards — is especially enticing to New Yorkers that work and live in the neighboring offices and recently constructed residences. Before The Shops & Restaurants officially opened, many locals considered the area a culinary wasteland, lacking in lunch options and post-work happy hour spots.
Thanks to Mercado Little Spain’s casual, friendly vibe combined with its diverse dining offerings, it is clear why the food hall has become the neighborhood’s local watering hole. “We wanted to be sure Mercado would become people’s preferred path by giving this foodscape a real sense of place,” shared ICRAVE founder, Lionel Ohayon, in a recent interview with design blog, 6sqft. “The goal was to design a food hall that anchors this new emerging neighborhood, acts as an extension of the sidewalk, and creates the street life we have come to expect here in New York.”
Additionally the design team envisioned a comfortable place for customers to conveniently visit at any given time of day — breakfast, lunch, dinner, evening drinks — and never tire of options. Having such a myriad of exciting cuisine contained under one roof has been vital for the market’s customer retention.
Despite the market’s intimate, winding street format, the marketplace is easy to navigate, and allows for visitors to take their time wandering from stall to stall. There are plenty of seating options in the form of long communal benches, bar counters, round tables, and dining nooks. Crowds do not clog up the aisles while waiting for their food. And to further streamline flow and operations, the ICRAVE team integrated decorative lighting pendants above each kiosk’s POS system in order to better direct customers.
ENDLESS EXPLORATION AND OPPORTUNITY
Amongst an ever-increasing number of New York food hall concepts, Mercado Little Spain stands out. The culinary mecca offers something much more than just exceptional food. Visitors receive the unique opportunity to travel to a new country without ever leaving the city. They can explore a well rounded, authentic showcase of Spanish culture and design, all while making exciting culinary discoveries. Mercado Little Spain is as much about community as it is about food, making this vibrant and experiential marketplace a one-of-a-kind destination.
Read more about customer experience and brand loyalty from industry leader Newline.
