Ô Merveilleux: RETAIL BAKERY ENTERPRISE

1509 Second Ave (Upper East Side) •    646.681.8688

Their Success…Ô Merveilleux on the Upper East Side is not your typical French patisserie; it is Belgian! Although they offer an assortment of French goods such as croissants, choux and macaroons, what truly sets this place apart from the rest is their uniquely Belgian pastry selection. Their trademark merveilleux is composed of a light layer of meringue, filled with sweetened whipped cream and coated in delicious Belgian chocolate shavings or Speculoos, a typically Belgian spiced shortcrust biscuit usually prepared in the holiday season. The recipe for the merveilleux is deceivingly simple but the flavor is anything but; as a customer it is refreshing to see such a simple pastry that doesn’t try to be overly sophisticated which usually ends up being just plain confusing.

When you think of Belgium, the first thing that usually comes to mind is their beer or mussels and frites, but now we can add the merveilleux to that list. Other Belgian specialties Ô Merveilleux offers are the raisin cramique, sugar craquelin, and of course the Belgian Liege waffle. The Belgian variants on the popular French baked goods and pastry selection make Ô Merveilleux stand out among other New York patisseries.

From the moment you walk up to the store you are enticed by the macaroons and pastries displayed on large trays in the window. Once you enter the patisserie it feels as though you have been transported to an enchanting Belgian country home. The warm yellow and grey color scheme combined with the cottage-like décor creates a very soothing sense of comfort. There are cute accents hung on the walls such as a corkboard pinned with business cards for the customer to pick up, or another corkboard where they hang individually packaged chocolate truffles.

You can enjoy a delicious cup of Counter Culture coffee in what feels like your own living room. A large communal dining table is centered in the room across from a long bench with tables and upholstered ottomans, providing ample seating space. Two tall wooden bookshelves filled with pictures frames and glassware sit on either side of a large wooden console table with three-tiered cake stands and a thoughtful welcome banner. Beyond the communal farm-style dining table is a glass window separating the dining area from the kitchen, truly making you feel as though you have been invited over to someone’s home for a breakfast date (except for of course the pastry chefs busy in the kitchen).

 Take Aways… Ô Merveilleux patisserie highlights their simple, delicious, bite-size namesake treat amongst other uniquely Belgian confections. The product mix is appropriate and not overwhelming. The European vibe and atmosphere created by the darling décor combined with the tasty pastries all make for a relaxing and enjoyable experience. The calming color scheme, homey decor and charming little extras throughout the store make the customer want to sit down and stay for a long breakfast.