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Their use of mirrors, lighting, murals and a glamorous staircase combined to create a chic dining atmosphere.Īdvertisement for the Chanin Building Longchamps opening, May 15, 1935.
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Winold Reiss, working in collaboration with architect Abramson, transformed the irregular shaped space into something special. – The New York Times, January 23, 1935, Pg. The improvement will cost $100,000, the architect estimated. The first floor will be designed as a men’s grill, having an island bar eighty feet in circumference. The changes will be made in space in the basement and first floor to be occupied by a Longchamps Restaurant. Louis Allen Abramson, architect, filed plans yesterday for an alteration in the Chanin Building, 122 East Forty-second Street. Reiss’ interior designs in four of these restaurants epitomized modern taste.Ĥ2nd Street and Lexington Avenue – The Chanin Building On JanuThe New York Times announced the plans for the seventh restaurant in the Longchamps chain: During this period Longchamps began their relationship with German émigré artist Winold Reiss (1886 – 1953). During mid to late 1930’s the chain rapidly expanded, opening seven restaurants within five years. One near the recently opened Saks Fifth Avenue, to cash in on the shopping trade. By the mid 1920’s the company expanded, opening two new restaurants. Longchamps specialized in offering an American version of French style cuisine at affordable prices. Being a race horse owner, Lustig decided to name his restaurant Longchamps, after the famous Parisian racecourse. It all began when wholesaler Henry Lustig opened his first restaurant in 1919 at Madison Avenue and 78th Street. In 1930’s Manhattan a chain of long forgotten restaurants brought café society elegance to the middle class. Late 1930’s matchbook cover from Longchamps.