The more things change, well, the more things change. Nello, a fixture on the Upper East Side scene for over 30 years, shut its doors this past March 2024. Something about $5 million in unpaid rent and a few hundred thousand in utility bills eventually led to its ultimate demise. But instead of another restaurant, a urprising tenant has quickly popped up this summer in Nello’s former space. And it’s not who you would expect. Luxury book retailer Assouline Madison has officially arrived.

Assouline Madison Avenue has Arrived

If Nello owed $5 million in rent, that means that the nut on the Madison Avenue space is around $1 million a year. It takes a special type of business to make that kind of rent: like one that has sold millions of books around the world. French publishing house Assouline took over the space for its most ambitious NYC project yet. Assouline has always had posh abodes in NYC, with space at The Plaza and The Mark. Assouline Madison Avenue however is more of a dedicated gallery and homage to a luxurious, curated life. In addition to books, they sell destination candles and vintage home goods that are one-of-a-kind pieces.

Assouline Madison Avenue additionally has a cafe and they are awaiting their liquor license. And yes, the former Nello’s kitchen is still in tact but Assouline Madison is making significant enhancements. There’s pretty much no remnant left of Nello, especially not those red teddy bears. It remains to be seen if former regulars like Jay Z and Kanye drop by.

About Assouline

Ironically, Assouline was founded right around the time of Nello, in 1994., However its beginnings were not on Madison Avenue, but rather the basement of a French family’s home in Paris. Assouline’s roots were in fashion, with titles like Chanel, Dior and Alaia. They’ve sold millions of books since around the world in multiple languages. LVMH has a minority stake in Assouline, which admirably is still family run.

Assouline Madison, and Assouline in general, is for when you need a gift for a friend or yourself, with discerning taste. They publish the signature travel series books, with destinations from Paris to Saudi, and hundreds of countries and destinations in between. These are coffee table books that become part of your home decor, and are collector items as they cover the most glamorous destinations. The Assouline travel books will run you around $105/each. If you are invited to something special though, like Jeff Bezos and Lauren Sanchez’s yacht, they have a gift for that too. There’s a Yacht book that will run you around $1,300, as well as other collector books for wine, cigars and Champagne. Essentially Assouline Madison is where to drop by when you’re in a pinch for a thoughtful gift, for those with good taste.

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FAQs

Q: Where is Assouline Madison located?

A: Assouline Madison is located at 696 Madison Avenue, New York, NY 10065. It is in the former Nello space.

Q: What are the hours of operation of Assouline Madison?

A: The hours of operation of Assouline Madison are as follows:

Q: Does Assouline Madison have a café?

A: Yes, Assouline Madison does have a café, and they will also serve small bites and pastries. There is also a proper bar in the works once they get their liquor license.