Serendipity3 To Open in Times Square

Serendipity3 (New York) restaurant said it will open its second location, in Times Square, on Sept. 5. The new locale celebrates the 70th anniversary for the brand, which is widely known for its Frrrozen Hot Chocolate.

The original eatery opened in September 1954 on East 60th Street on the city’s the Upper East Side. Over the years the restaurant’s patrons have included Andy Warhol, Cher, Marilyn Monroe, Cary Grant, Kim Kardashian, the Hilton family and others. (On opening day, Madame Tussauds New York will move its Warhol wax figure to the new nearby Serendipity3.)

Photo: Courtesy of Serendipity3

“Serendipity3 has been a destination for locals, tourists and celebrities alike who share a common interest – a love for ice cream and over-the-top menu items,” said Chef Joe Calderone, Creative Director of Serendipity3. “We cannot wait to welcome thousands of new customers into our Times Square location and continue the tradition and legacy of the iconic Frrrozen Hot Chocolate!”

The new location was designed by interior architect Wid Chapman, who says it delivers “a bolder, more contemporary take on the restaurant’s signature funky, eclectic aesthetic, providing captivating social-media worthy, eccentric design in the mix.” Wid has brought the restaurant’s long-time Warhol connection to life through reproductions of Warhol’s signature pop art depicting Marilyn Monroe, Queen Elizabeth II and others across the restaurant’s walls.

“When designing Serendipity3 Times Square, we wanted to amplify everything that is iconic about the original Upper East Side location and the restaurant’s brand through pattern, bold colors, lighting and more,” said Wid.

Serendipity3 Times Square is at 157 W. 47th St. and is connected to the OYO Times Square Hotel.