October 6, 2011
Ladurée macarons in their sleek box (Louis Beche)
For years, everyone—especially New Yorkers—has been clamoring for the death of the cupcakes. Let those pastel-colored, frosting-slathered, sprinkled-adorned, oh-so-cute sugar bombs be over! Can we puh-leeze move on?? And it would appear, with Ladurée’s arrival on Madison Avenue, New Yorkers may finally get their wish: the macaron could soon trump the cupcake as the sweet du jour.
Ladurée’s new NYC store, and its line of fans (Amy Thomas)
Of course Parisians are well acquainted with Ladurée, the 149-year-old salon de thé that purportedly invented the macaron. But with the exception of savvy New Yorkers who used to raid the Champs-Elysées store for a box of Technicolor two-bite treats, and then proudly parade their pale green shopping bags around the Upper East Side, the French brand has remained an exotic import to New Yorkers. Which explains the two-hour queues.
Ladurée macarons (Yuichi Sakuraba)
To be fair, by the time I made it to Ladurée, three weeks after it opened, the line was down to a 15-minute wait. As if I were a macaron virgin, the dauntless teenager in front of me who had previously waited hours for a Ladurée hit, told me the sweets “were totally worth the wait.”