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NYC Chef Is Taking On Sponsors to Reopen Fine Dining Restaurant

Boulud Sur Mer will transport Manhattan diners to the south of France—and restaurateurs to a potentially new business model.

The main dining room of Boulud Sur Mer evokes the south of France.

The main dining room of Boulud Sur Mer evokes the south of France.

Source: Stephanie Goto

When Daniel Boulud throws open the doors to his high-ceilinged Upper East Side dining room on Sept. 30, the restaurant will look very different than it did before the Covid-19 pandemic—and not just because of mandated safety precautions.

The storied chef is reincarnating his restaurant as Boulud Sur Mer. Along with the name change will come a completely different look, one that calls to mind the south of France with vibrant swoops of fabric and wallpaper that evoke the sailboats, trees, and bright colors of the Mediterranean. The restaurant will also recognize several companies that helped create the space: luxury brands sponsoring the temporary restaurant.