You should never judge a book by its cover, or in this case, its name. The only schmucks at one of the hottest cocktail bars in NYC are in the namesake. The atmosphere is elevated laid-back, and the cocktails and food are decidedly Michelin-level. Here’s all you need to know about Schmuck in the East Village.
Overview
Schmuck is the brainchild of Moe Aljaff and Juliette Larrouy. The duo used to run the acclaimed innovative cocktail dive bar in Barcelona named Two Schmucks. Aljaff (who was born in Iraq and grown up in Sweden) and Larrouy (French culinary school graduate, former sous chef for Claude Colliot) left their Two Schmucks venture in 2022, and have since teased New York and San Francisco with various pop-ups. And after a long wait and much anticipation, they finally opened their permanent NYC location.
Atmosphere
The idea behind Schmuck is that it’s supposed to feel like a friend’s house party — in other words, stylish but homey. The place is divided into two spaces: the Living Room and the Kitchen Table, and each one has a slightly different vibe. The Living Room is all about comfy vintage furniture, funky decor, dark colors, and generally a laid-back ambiance. The Kitchen Table vibe is more along the lines of what you would expect if you were to leave the party to have an aside with a friend in the kitchen. It’s a smaller, semi-private space with its own entrance.
Food + Beverage
The Living Room and the Kitchen Table also each have their own menu. At the Living Room, you can choose from 12 signature cocktails inspired by favorite ingredients or dishes, such as FIKA (a rum-based drink evoking the Swedish tradition of coffee and cinnamon buns) and Bread With Tomatoes (A Bloody Mary-esque cocktail reminiscent of dipping bread into tomato water). The Kitchen Table menu is all about 10 cocktails with bold, straightforward flavors. There’s Le Banané (guess what, it’s a banana-forward drink), and Strawberry & Cheese (which is a fun pairing of fruity and savory elements). It’s all very unpretentious.
Much like the drinks, the bites are inspired by Middle-Eastern and European cuisine. There’s options like the White Bean Cacio e Pepe (a twist on the classic pasta dish, with smoked breadcrumbs and tarragon oil), Crushed Potatoes (comes with spicy peanut sauce), Puff Pastry Pizza, and Smoked Labneh.
FAQs
Q: Do I need a reservation for Schmuck?
A: No, the bar’s Instagram specifically says that they do “mostly walk-ins.”
Q: Is there a dress code for Schmuck?
A: No, there is no dress code. It’s all very laid-back.
Q: When did Schmuck open in NYC?
A: Schmuck officially opened in NYC on January 29th 2025.
