Ladurée Soho (398 W Broadway) had its soft opening this weekend and will be open to the public on Wednesday, February 5, 2014. It will feature a full-service restaurant and an outdoor patio. Though currently unavailable, reservations can be made at OpenTable here. This new flagship location has started making pastries and viennoiseries previously impossible to find anywhere in North America. Scroll down to see the Saint-Honoré rose and the pistachio religieuse that I bought yesterday.

I love the new macaron box – according to an employee at Ladurée, it features a “very French” joke about the post-Christmas sales season. “0% OFF SALE!” I thought it was surprisingly cheeky for such a traditional fabricant de douceurs