So. As you may (nymag) have (dbth) heard (lewis), nightlife newcomer Matt Levine is set to open a new Lower East Side bar next week called The Eldridge. Mr. Levine, who owns the clothing label Steelo, did a little Q&A with NY Mag's Grub Street last week, revealing plans that select patrons will be given laser engraved cards for entrance, bartenders will be called "butlers," and a SmartWater-sponsored Escalade will escort patrons home. The interview generated an onslaught of choicely worded comments from readers. Yesterday Matt was kind enough to give us a tour of the space, which has a used bookstore front (Levine said the checks will be presented in hollowed out books) and features dark woods, a steel chandelier and tufted, brown leather banquettes. He was also kind enough to answer some questions for PAPERMAG.



Your coverage on New York magazine's site generated a lot of reader comments, most that weren't too nice -- someone even called The Eldridge "a harbinger of the apocalypse." Were you expecting such a negative reaction?
We honestly have not read the comments, but since the nymag article we have an inbox of reservations, messages from readers asking to become members, and overwhelming inquiries about private events. The response from the magazine has been extremely positive.



You made 400 laser-engraved cards that would give people entry to the club, and the space itself is tiny. Do people without cards have any chance of getting in?
Our number one goal with the Eldridge is the comfort and privacy of our guests. Guests without cards can get in, but because of our intimate environment, like any other venue - a door policy must be mandated. If interested in making a reservation for The Eldridge, please email reservations@theeldridge.com. 



Why are you going to call bartenders "butlers?" Are they going to wear butler outfits?
Bartenders tend bars; butlers tend people. Security secures cargo; chaperones look out for people. Waitresses wait on tables; table attendants attend tables. For some it might just be a play on words, but for The Eldridge we focus on customer service, and we believe changing the names of our staff also changes their roles and their mentalities.

Why did you choose a bookstore as your front?
It takes a story with many pages, and many elements to create a book. The Eldridge is not just one person, it's myself, it's our general manager, our bar manager, our door person, and the rest of our staff. Together, we make a story.

How did mixologist Charlotte Voisey (of The Dorchester Hotel, London, Ian Schrager's Gramercy Park Hotel, and more recently Fort Greene's The Hideout) get involved?
The reason we brought in Charlotte was because of her track record and her creative flair. When creating her drinks, she really adds a unique creative element to each cocktail and we didn't want to have any already existing cocktails. We wanted cocktails specifically designed with the concept and vision of club, and she fit that role. We sat down with her, told her our vision, told her our concept and thus she designed cocktails that fit "The Eldridge."



What beers will you serve?
We have imported bottled beers such as Saison Dupont (Belgium), Duval (Belgium), Sam Smith Original Lager (United Kingdom), Leipziger Gose (Germany), Schlenkerla Marzen (Germany), Hitachio Red Rice (Japan), Lindemens Frambois (Belgium), Chimay (Belgium), and Nora Balidin (Italy) -- just to name a few.


One feature of the Eldridge is that you'll supply guests with take out menus instead of serving food. What's unique about that? Lots of people bring take out into bars.
I am not sure what bars you are bringing food into, but let me know and I am there! We aren't a bar; if you had to sum up our concept, I'd say it's a speakeasy lounge. Our concept is creating a concierge-like atmosphere for our guests. If our guests want food, we want to cater to them. Looking around NYC, we currently don't see any other lounges offering this service.



You've been pretty insistent on the Eldridge not being about money, or catering to a bottle service crowd, but with a $32 cocktail that has gold leaf in it, you're certainly catering to a high-end crowd, right? Who is your ideal customer?
Our cocktails range from $12 to $32. The $32 cocktail is made with Armand de Brignac Rose, passion fruit seeds and real gold flakes. That's our signature cocktail, and the prices reflect the ingredients. There will be times when we'll randomly buy all our guests shots of Patron. If it's one of our guests' birthdays, we'll toast champagne and bring out a cake. We have encouraged our staff to interact with our guests, buy back drinks for our guests, and create a laid back nightlife environment that isn't controlled by bottles and American Express black cards. Our concept is creating a unique, comfortable atmosphere. We're not catering towards a certain crowd. We foresee our crowd being a diverse mix of patrons involved in the music, design, fashion, sports, and entertainment industries. If you enjoy a variety of different music, enjoy having a good time, and are looking for a truly creative nightlife experience, then The Eldridge is for you.



You told Steve Lewis you will be on the Lower East Side 18 years from now. How are you going to ensure the club's longevity? What do you think the Lower East Side will be like in 2026?
Most lounges and venues open up with financial projections and monetary goals. Our number one goal is our customers. To ensure our longevity, we will keep true to our concept and vision, by always being grounded and true to our roots and foundation. The L.E.S, is full of culture and character, and so is The Eldridge. From our music to our cocktails, from our service to our décor, we have created an environment and atmosphere that we believe will last the test of time.