UrbanSpace — Makers | Artists | Farmers

Vendor Spotlight: Joe Roselli of Dreamscoops

by Rachel Van Dolsen

Dreamscoops is owned by Joe Roselli and Leona Sager, two friends that are committed to using fresh, locally sourced ingredients. Their desire to favor quality over quantity definitely pays off, and the small batch ice cream hits the spot on a warm spring day.

Since founding the business in 2011, Dreamscoops has become a staple on the market scene; they were first featured at our Dekalb Market, and this is their first year at Mad. Sq. Eats. I chatted with Joe recently about the business and what we can expect from Dreamscoops in the future.

1. Tell us a bit about how Dreamscoops began. When did you start the business? What inspired you?

Dreamscoops began in late 2011. Leona and I had worked together at Fishtail, by David Burke, where she was the executive pastry chef, and I was a server/guitarist/barback/didn’t know a thing about the restaurant industry. I always had a strong passion to work with food, and when I contacted Leona in late 2011 to start up a project called, Dreamscoops, her exact words were “I’m in”!

So technically, Dreamscoops began in August of 2011 around the dinner table with my family, but I really feel that the passion to work with food and to eventually work together with Leona, was formed in 2009.

2. How is your ice cream produced? What makes it unique?

Leona is the most gifted pastry chef I’ve ever come across. It’s truly an experience getting to work alongside her. Her passion for food stems from a childhood in Northern California, where she would create culinary masterpieces with what local ingredients were in season. She still uses that philosophy to this day and will always continue to do so. Dreamscoops makes ice cream in small batches, the way ice cream should be made. We use all natural and local ingredients when producing. We’re not trying to reinvent the wheel. We just love making and eating ice cream, and we want to share it with everyone.

3. This is your first season at Mad. Sq. Eats. What are you enjoying about the market so far? Do you have any top selling flavors?

The vendors and managers have been outstanding to work with. My personal favorite item would have to be the Affogato collaboration with Third Rail Coffee. I’m so glad we got the chance to do it! People have really been diggin them. Our number one selling flavor is always the sea salt & caramel, and this market proved that even more so!

Everyone has been a pleasure to work alongside. Starting the day off with an espresso from Third Rail Coffee is a pretty solid deal if you ask me. We love working alongside our friends. We made some new amazing friends that we look forward to maintaining the friendship throughout the years.

4. What’s next for Dreamscoops?

We would love to open a retail store. We want to make sure that we find the right location first. As for now, we are wholesaling to restaurants, delivering pints to your door and in the process of entering your local grocery stores. Look out for us at the Hester street fair, Hester nights, and Brooklyn Night Bazaar. And who knows where else!

Vendor Spotlight: Seoul Lee Korean Barbecue

by Rachel Van Dolsen

in Chefs, Mad Sq Eats

One of our standout new vendors this year at Mad. Sq. Eats is Seoul Lee Korean Barbecue, a brand-new concept from a Bar Suzette alumni and his pal. We pulled the guys away from the grill one afternoon to discuss their new culinary venture.

This is Seoul Lee Korean Barbecue’s maiden voyage! The concept is brand new. Tell us a bit about what you’re bringing to the table?

We’re bringing the fusion between Mexican food and Korean food; we use authentic recipes and showcase our meats in different vessels. We’ve got Bulgogi, Demi Baguettes, Tortilla Wraps, Taco Shells, Bibimbap and of course, Korean Chicken Wings.

We’ve heard that your chicken wings are stealing the show. What makes them special?

We double fry the skin, which is traditional in a Korean kitchen. The exact recipe of the sauce is obviously a trade secret, but we have customers and clients that are coming over and over again, asking if we have a store or not, which is actually in the works at the moment.

That was actually my next question! Are you planning to open a brick and mortar location?

We’ve had such a great response over the past 2 weeks at Mad. Sq. Eats, from service to attitude to our cooking, people seem to be enjoying our concept quite a bit.

Nothing is confirmed yet, but we’ve been scouting potential locations. We also have plans to cater some parties in the city, and hopefully we’ll be back at Mad. Sq. Eats in the fall.

Would you say that Mad. Sq. Eats is a good place to launch a business? Obviously, you’re testing your concept here and it seems to be taking off. What do you like about starting here?

Starting at Mad Sq. Eats is quite an honor. We have these amazing chefs working beside us, and already have successful businesses in place; it’s really inspiring. We’re trying to watch to learn as much as possible and refine our concept.

Is there anything else you’d like to add?

Swing on by!

Mad. Sq. Eats on NBC’s New York Live

by Rachel Van Dolsen

in Press

Over the past few market seasons, we’ve formed a fantastic relationship with the crew at NBC’s New York Live. This spring, we gave them the royal treatment and had the pint-sized anchor, Lilliana Vazquez, tasting dishes before the market even opened!

Watch the segment above, which features notable dishes from Roberta’s, Mason Jar, Mrs. Dorsey’s Kitchen, MMM ENFES, Sunday Gravy NYC, Dreamscoops, Third Rail Coffee and people’s pops. We’ll see you soon at Mad. Sq. Eats – open everyday from 11am-9pm until May 31st.

The Daily Meal Takes Mad. Sq. Eats by Storm

by Rachel Van Dolsen

in Press

The writers, recipe editors and photographers at the Daily Meal are lucky enough to sample delicious food for a living. You’d think they might be jaded at this point, but a great dish still manages to make an impression. We invited some of the Daily Meal crew over to Mad. Sq. Eats for lunch last week, and our talented chefs (like Joe from Dreamscoops – pictured above making an affogato) definitely didn’t disappoint.

For those who live or work near New York City’s Madison Square Park, the yearly arrival of Mad. Sq. Eats, presented by UrbanSpace and the Madison Square Park Conservancy, is a breath of fresh air. Approximately 30 food vendors set up shop in the adjacent Worth Square every day from May 3 to May 31 (and again in for a few weeks in the fall), and all you need to do to know how popular it is is to drop in around lunchtime. We had the opportunity to stop by last week, and were seriously impressed with the range of offerings.

Check out the article in its entirety, as well as a great slideshow here.

Vendor Spotlight: Keith Schroeder from Sunday Gravy NYC

by Rachel Van Dolsen

in Mad Sq Eats

If you’ve visited Mad. Sq. Eats this season (and if you haven’t, you’re missing out) you’ve undoubtedly noticed the chic Sunday Gravy NYC booth. It’s hard to miss the bright yellow logo, complimented by a mouthwatering display of delicious Italian dishes, potted plants and fresh herbs.

This is Sunday Gravy’s first season at the market, and they’re already garnered rave reviews for their booth design and, more importantly, their authentic Italian cuisine. We sat down with Sunday Gravy’s Keith Schroeder to discuss what sets his business apart from the rest.

1. Here at UrbanSpace, we’re absolutely obsessed with Sunday Gravy NYC. Explain what “Sunday Gravy” is for the uninitiated.

Sunday Gravy is an Italian-American tradition…likely with roots in New York. When Italian immigrants settled in the US, meat was more accessible and affordable than back in the homeland. Families converged every Sunday around a simmering pot of braised beef, pork, meatballs and sausage in tomato sauce. Some call it sauce. Some call it Gravy. There are as many iterations of this dish as there are Italian-American families. We make it the way Steven’s mother, Concetta, conceived it.

2. You also have some great vegetarian options. How were those dishes conceived?

Despite our penchant for all things rich and meaty, we eat healthy most of the time, and are very inspired by the cuisines of the Mediterranean. New York provides us access to the most amazing range of ingredients, so crafting up some incredible vegetable-inspired bruschetta, for instance, was not a stretch for us.

3. You rely heavily on Italian culinary traditions. Do you utilize any old recipes or family tricks?

We rely on tradition. The Italian-American fabric runs deep in the New York City area — all Boroughs — and New Jersey. Some tricks come from family, but a ton come from our decades as boutique caterers in Manhattan, ever in search of the quintessential Italian-inspired products, like Alleva cheese, for instance.

4. This is your first season at Mad. Sq. Eats. How has your experience been so far?

We love being part of the community, and the more we share our products on the street level, the more excitement surrounds our products. We’re proud to be a small part of this incredible food community.

5. Where can consumers find Sunday Gravy NYC, apart from Mad. Sq. Eats?

We are growing. Not only do we craft our products in New Jersey, we are spreading our message to the Southeastern United States, too, starting with Atlanta. We are now selling our Gravy online at SundayGravyNYC.com, and expect to add more delicious items in the months ahead.

From Turkish Pastries to Korean BBQ

by Rachel Van Dolsen

in Mad Sq Eats, Press

Curating Mad. Sq. Eats is no easy task; there are a plethora of amazing restaurants and chefs based in the five boroughs, and it’s difficult to decide who should make the cut. One rule that we live by: always bring new cuisines and cultures into the mix. Which is why we’re thrilled that the editors at The Epoch Times, a multi-language, international media organization, noticed our commitment to exciting new cuisine and featured some of our sophisticated vendors in their coverage. From Turkish Pastries to Korean BBQ to authentic Italian red sauce, Mad. Sq. Eats has something for everyone.

Spring’s sunnier climes have come right on time to accompany the opening of Mad. Sq. Eats, held for the 10th time, just outside of Madison Square Park. If you haven’t been there yet, make haste before the end of May.

The market runs for just a month, and is a chance for established and pop up venues to try something creative and strut their stuff.

“It’s a great testing ground for cooks who want to do something that’s new, that’s cool. It’s the best real estate.” said Troi Lughod, owner of Bar Suzette.

Want more? Keep reading here.

Conde Nast Traveler Says Mad. Sq. Eats is Better than the Rest

by Rachel Van Dolsen

in Press

Obsessed with Mad. Sq. Eats? You’re not alone. The team at Conde Nast Traveler visited us on opening day (May 3) and realized that Mad. Sq. Eats isn’t just another NYC food market… it’s better.

Not all NYC food festivals are created equal. Many are overrun with crowds, some are held only once a week, and others still serve the same greasy fair from the summer of ’98. But not Madison Square Eats. This outdoor snack fair brings together vendors dishing out local favorites, including pizza from Roberta’s and lobster rolls from the Red Hook Lobster Pound. And better yet? You can enjoy treats in the shade of a Beaux-Arts beauty, the Flatiron Building. Click through to see why this fest is better than the average sweaty street fair.

To view the album, click here.

Time Out New York Ready For Mad. Sq. Eats

by Rachel Van Dolsen

in Press

With only a few days left until Mad. Sq. Eats descends upon us, our friends at Time Out New York were kind of enough to continue to build buzz around the event.

Save yourself the subway fare—for 28 days only, this semiannual pop-up market brings the best grub from throughout the five boroughs right to Madison Square Park. Third Rail Coffee will collaborate with Brooklyn locavores DreamScoops on an affogato, ice cream topped with a shot of hot espresso. Meanwhile, fest standby Momofuku Milk Bar returns with crowd favorites (crack pies and cereal milk), and Bushwick pie maestros Roberta’s bring back their popular Margheritas. Along with Mexican-meets-BBQ sliders (pulled pork with guac and pickled red onions), Mexicue will pour out brand new South of the Border quaffs—classic margaritas and a Mexican lemonade—all made with agave wine in lieu of tequila.

We assume you’ll be there on opening day? May 3rd at 11am. Bring your appetite!

Vendor Spotlight: Eleni Gianopulos from Eleni’s New York

by Rachel Van Dolsen

in Mad Sq Eats

The countdown to Mad. Sq. Eats continues! Today, we’ll be hearing from Eleni Gianopulos, the CEO and Baker-in-Chief at Eleni’s New York, a nut free bakery that specializes in cupcakes, conversation cookies and other delicious treats.

We dare you to read this interview without craving a cupcake!

1. You opened your doors in 1997. Since then, Eleni’s has become such a staple New York brand! Tell me a bit about the early years of Eleni’s and how you went about the expansion process.

Opening our doors in 1997 at the Chelsea Market was a risk since the market was not nearly as popular as it is today. It was a risk I took and am very proud of doing so. My original purpose for opening a bakery in the Chelsea Market was that it was a safe place to bake. Little did I know that many bakers and shop owners, who were mostly women, would help turn the market into what it is today. With new restaurants and buildings came the customers, and with that came hotels, new shops and a blossoming business environment that I am so glad to be a part of.

As the market became a go-to place for both New Yorkers and tourists to visit, it became harder for our manufacturing department to function; with high traffic and little parking, deliveries became close to impossible. We decided to expand to Long Island City and open up a 20,000 square foot bakery. The decision to move our bakery to Long Island City was solely based on the locations convenience to better serve our midtown corporate customers using the Midtown Tunnel. We could easily get in and out of Manhattan to deliver fresh, delicious treats to all of our customers.

Today we have grown to be a must-stop at Manhattan’s iconic Chelsea Market, have opened another retail store on the Upper East Side and have launched an expansive website, where irresistibly designed custom “Conversation Cookies” and other treats await, both locally and nationwide.

2. What are some of your most popular items? Why do you think consumers love them?

Our most popular items are our “Conversation Cookies”. Decorative custom designed treats that are both tastefully sweet and playfully unique. Our sugar cookies not only look great, but taste great too which make them the most popular treat!

Vendor Spotlight: Humberto Ricardo from Third Rail Coffee

by Rachel Van Dolsen

in Mad Sq Eats

With Mad. Sq. Eats kicking off on May 3rd, it’s only polite that we begin introducing our readers to the awesome new vendors. First in the hot seat is Humberto Ricardo from Third Rail Coffee. Humberto was gracious enough to chat with us about his coffee shop on Sullivan Street, new location in the East Village and his big plans for Mad. Sq. Eats!

1. Your coffee is ridiculously good (and strong)! Word on the street is that it’s a result of filtering single-origin Stumptown roasts directly into Chemex flasks. Is this true?

Partly true! In reality, only SOME of the coffee we make is made with a Chemex. At our regular shop we have batch brewed coffee, cold brewed iced coffee, and of course espresso. What’s always true is that we use the best coffee we can find and prepare it the best we can. BTW – We decided to mix it up a little for this market and are using some amazing coffees from our friends at Counter Culture! We’ll be offering up traditional espresso-based beverages and delicious cold-brewed iced coffee at the Mad. Sq. Eats market.

2. We hear that you’re opening up a second storefront on Second Avenue (between 10th and Stuyvesant). Tell us a bit about your search for a new location. Why this spot? Why now?

This spot because I’ve had a nearly 20 year long crush on Stuyvesant Street and because when we were looking for our first location, this exact storefront really caught my eye. It’s got so much going for it, namely that it’s really wide and the view is killer. Now because the timing was right – back when we were first looking for a spot, a great old cobbler had the space and I vowed to pounce on it should he decide to retire. He was sortof forced into early retirement so I passed on it out of solidarity and someone else took the space. I guess everything happens for a reason though because the location I did end up in on Sullivan Street turned out to be amazing. And then when I was ready for another, this beauty on 10th and Stuy comes back to us.

3. This is your first time at Mad. Sq. Eats. What are you looking forward to the most? What are you nervous about?

Looking forward to so much really. Mainly getting to know and work alongside that amazing roster of people who like us, have a passion for what they do. Also being able to serve a whole new group of people in an interesting neighborhood and a great setting outdoors. Nervous? Nervous doesn’t cover the terror I’m feeling about running out of ice…and schlepping all that water….

We’re sure that Humberto and the Third Rail team will knock it out of the park this May. In addition to their permanent locations and Mad Sq Eats, you’ll also find Third Rail Coffee at the delicious chaos that is the Great Googa Mooga Festival from May 17 – May 19. Get ready for a caffeinated spring!

← Previous Entries

Urban Interests