Moe Aljaff and Juliette Larrouy are two of the biggest names in mixology, so it’s no surprise that the anticipation for their new cocktail bar had been building for months. Now, the wait is over—schmuck. has officially landed in New York City.
Schmuck, The Newborn of Moe Aljaff and Juliette Larrouy
Aljaff and Larrouy wanted their new venture to be “something completely new, different from anything we’ve done before.” That’s what they told Drinks International in an interview long before schmuck. even had a name locked in (back then, it was tentatively called Schmuck—capitalized, no period). And just to prove how much buzz surrounded the project, that interview happened months ahead of the grand opening.
Now that the doors are open, Aljaff explains: “The beauty of the schmuck. brand is that it’s always evolving—it can’t be pinned down to one thought, one idea, one drink, or one mood. The only constant is our lives—mine and Juliette’s—and where we happen to be at any given moment.”
“This has been a true labor of love,” he continues. “We can’t wait to bring Schmuck-style hospitality to the East Village. At the end of the day, we’re just a bunch of schmucks from all over coming together to create memorable moments for our guests.” For the record, the word Schmuck comes from Yiddish and can be loosely translated to mean “idiot”—but here, it’s used with a playful, punk-rock edge rather than as an insult.
The First Drink List of schmuck.
Stepping into Schmuck, guests can choose from 22 original cocktails. Since the bar is divided into two distinct spaces, the drinks change depending on where you sit—12 cocktails in the main room, 10 in the smaller one.
What ties everything together is the culinary-meets-technical background of Moe Aljaff and Juliette Larrouy. Expect top-tier execution, but with a presentation that’s “approachable, fast, and unfussy.” In the main room, the focus is on original creations or drinks inspired by favorite ingredients and dishes. For example, Blanka is inspired by a classic French winter fennel salad and features whiskey, fennel, mustard vinaigrette, and pecan. Bread With Tomatoes evokes the experience of dipping bread into the last bits of tomato salad dressing, made with vodka, tomato, and bread.
In the smaller room, the approach is stripped down—each cocktail highlights just one or two bold flavors. The drink names say it all: Le Banane (vodka-based), Strawberry & Cheese (tequila), and Mouthwash De Menthe (rum).
The Food Menu
The menu also features a thoughtfully curated selection of dishes, developed in collaboration with Arash Ghassemi, founder of Berlin’s LOBB. The concept is a bridge between Persian flavors and Western techniques. Some standout dishes include white beans “cacio e pepe” with smoked breadcrumbs, tarragon oil, and black pepper, as well as spiced Middle Eastern sausage with caramelized orange sauce and mashed potatoes.
The Interior Design of schmuck.
The aesthetic of schmuck. is a carefully crafted mix of three major mid-to-late 20th-century design movements: Mid-Century Modern, Space Age, and Brutalism. To complete the look, the team sourced vintage pieces from across Europe, bringing in a level of authenticity that simple reproductions just wouldn’t achieve.
Images courtesy schmuck.
