Thursday, December 18, 2014
Miracles! The DF Mavens storefront finally — REVEALED
Well! After a seemingly really long time, the plywood came down yesterday on the northwest corner of Second Avenue and St. Mark's Place... home one of these days to vegan ice cream shop DF Mavens ...
We first reported on their arrival back in October 2013. It's a bit of a mystery why this built-out has taken so long. The space was previously home to Eastside Bakery (.net?), which sold coffee and pastries and FroYo ... so it's not like workers were starting from nothing.
Anyway! Some day, the exterior will look like this...
Previously on EV Grieve:
Prepping for the arrival of DF Mavens on 2nd Avenue and St. Mark's Place (29 comments)
Posted by Grieve at 5:02 AM
Labels: 37 St. Mark's Place, DF Mavens
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The people in that rendering... someone needs to tell them The Gap is no longer there.
It will look like that for about 6 weeks, at which point they will close, and a whole new concept will take over, rip it all out, and begin again.
They deserve to go out of business for taking over a year to set up an ice-cream shop that will end up opening in the middle of winter.
How much more trendy nitch can a store be? O wonder if this isn't about getting a small business loan and then defaulting on it.
You can say a gajillion more times but it's never going to make it true. There is no such thing as vegan cream much less vegan ice cream. What's next, vegan pork chops. Fuck this noise.
Vegan ice cream. Yum!
At this rate it should only take them about six more months to get the signage in place, or maybe they are waiting for the first big snowstorm for their big soft opening?
Yeah, well, I've been watching the [future] Gourmet Garage space down on Broadway at Franklin, and that's been sitting idle for at least as long as this DF Mavens space.
And regarding "vegan ice cream": it's likely they'll officially call their product "vegan frozen dessert" in order to avoid a lawsuit. Colloquially, people refer to it as "vegan ice cream" because it basically does everything dairy ice cream does—except give you a heart attack.
Like the former Stogo space at 10th street and 2nd avenue, this is the brainchild of ice cream genius Malcolm Stogo.
Presently, van Leeuwen on 7th street has come up with some great vegan flavors. They're also available in pints at Commodities; you should try them.
Why does DF Maven's COO Malcolm Stogo, yes he of the defunct Stogo ice cream shop on East 10th, think vegan ice cream will work 2 blocks over? Oh, of course, DF Maven's is a much better name and drunk frat boys are certain to stop in walking to or from The 13th Step!
I am all for vegan ice cream. The name of the product is also fine. The word "vegan" makes it obvious that it is not a milk product, just like "mock duck" makes it obvious that it is not a quacking animal product.
Hope it succeeds. I will support DF Mavens (assuming the resulting product actually tastes good, that is!)
- East Villager
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