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.” Meanwhile, a well-coiffed, apron-outfitted mademoiselle regulated the door, not only to control the floods of groupies, but also to keep the inside of the boutique cool for the delicate douceurs.

The line in front of Ladurée’s new NYC store (Amy Thomas)

The maiden New York outpost is a more modest affair than the ones in Paris. There are 15 macaron flavors—including the only-in-America cinnamon raisin, seasonal options (strawberry-mint, green apple) and perennial favorites (lemon, cassis)—along with a small selection of chocolates; financiers and madeleines; plus packaged jams and teas. And although they don’t sell viennoiseries or gateaux individuels, you can bring home a candle, journal, tote bag or other branded accessory to prove you’ve broached the famed patisserie’s doors.

American macarons, still Ladurée (Vivian Mac)

Within another week or two, Ladurée’s lines shouldn’t be any longer than the ones in Paris. But when the full-blown salon de thé opens in Soho next spring (yes, really!), the macaron madness should be just as over-the-top as the cupcake craze has been.

Ladurée, 864 Madison Avenue, (646) 558-3157. Open Monday to Saturday, 9 a.m. to 7 p.m.; Sunday, noon to 6. Macarons in 15 flavors are $2.70 each.

Related Links:

• HiP Paris friend Robin Locker (My Mélange) also stopped by the NYC store
• Refinery 29 also wrote about the opening, and they have a lovely slideshow of the store’s interior
• Here’s a little timeline of the macaron’s success Stateside

Photos by Nichole Robertson

Macaron lovers rejoice. March 20 is the Jour du Macaron in Paris. This annual celebration, dreamed up five years ago by the famed pâtissier Pierre Hermé, finds pastry shops giving their meringue-y little delights away for free.

Customers are encouraged to make a charitable donation on their way out the door. It’s a sweet idea in celebration of spring and in support of research to treat rare diseases.

The crowds will be large this Saturday at Pierre Hermé, with fans lining up to choose any three of his famous macarons. Tempting flavors for spring 2010 include white truffle with grilled hazelnut and foie gras with chocolate, along with traditional favorites like coffee, caramel, and three kinds of vanilla. But Hermé isn’t the only one sharing his cookies…

> For a list of participating pâtisseries, continue reading at Budget Travel.

> For a report on last year’s celebration, check out Dorie Greenspan’s post here.

Catch more of Meg Zimbeck’s fabulous writeups here and here.

View more of Nichole Robertson’s stunning photos here.

Looking for a fabulous vacation rental in Paris, Provence, or Tuscany? Check out Haven in Paris.

photos courtesy of laduree.fr & chocolatezoom.com

There are many ways to experience Paris, but one of the more decadent ones is, simply, to follow the chocolate. Yesterday, I had the pleasure of doing just that when I tagged along on Context Tour’s “Chocolate Walk,” a chocoholic’s dream that took me to many of the Left Bank’s most delicious (and gastronomically prestigious) addresses.

We began the tour in front of the Saint-Germain-des-Prés church, where our docent, Camille Labro, pulled an actual cocoa pod (which she had recently brought from Brazil) out of her handbag and gave us a quick rundown on the plant’s important role in world history.  Over the next few hours, we would learn the ins-and-outs of chocolate production and consumption, from its historical roots in South America to its modern incarnations in Paris and throughout the world.

Labro, a food writer whose career has taken her from Berkeley to Provence to New York to Paris, is one of the four docents who lead Context’s “Chocolate Walk.” And while her route was well mapped out, she assured us, “all of my tours are customized.” True to her word, she allowed plenty of time for us to follow our individual gastronomical and cultural whims, whether that meant lingering over a truffle or taking a moment to marvel at a row of smoked Spanish hams in a nearby shop window.

Our first stop was Debauve & Gallais, a maison de chocolat founded in 1800, which claims to have been the chosen chocolate supplier of various French kings.

Upon entering the shop, housed in an old pharmacy, we could not resist their famous pistoles, chocolate coins crafted in remembrance of Marie Antoinette. We sampled a variety of flavors, most memorable of which was the chocolat de santé, or “health chocolate,” whose cocoa content was 99%. Though not easy on the taste buds, this particular pistole certainly conveyed the essence of unadulterated cocoa.

Our second stop was the sensational Pascal Caffet on rue Jacob. After tasting their Caramel Poire, caramel and pear liqueur surrounded by 70% Venezuelan dark chocolate, I quickly understood why this chocolatier has been distinguished as a “Meilleur Ouvrier de France”—a title bestowed upon food producers who uphold the highest standards in gastronomic quality and integrity.

From here, we made our way down the winding streets of the 6^th arrondissement, dodging in and out of shops to taste and gawk to our hearts’ delight.

No chocolate tour would be complete without a sampling of the famous French macarons, the preferred dessert of many French royals (long before they became favorites of hungry tourists). We hit up the elegant Ladurée to sample classic flavors—chocolate, salted caramel, rose-infused—and later made our way to the much-loved Pierre Hermé boutique to taste macarons with a modern twist. So, who makes the best macaron? The debate rages on. We will have to continue researching.

photo courtesy of: mieletcannelle.wordpress.com

Our final stop was the sleek shop of Belgian chocolatier Pierre Marcolini, whose address on the Rue de Seine felt more like an haute-couture clothing boutique than it did a chocolate house. Elegantly displayed in glass cases, his products evoke high art—though their visual appeal should not stop you from devouring them with abandon.

After a few hours of chocolate touring, I had expected to feel—at best—lethargic and—at worst—fatally ill.  On the contrary, I am now completely convinced of the cocoa plant’s much lauded benefits: mood elevation, anti-oxidizing powers, anti-bacterial effects, and all around magic. At the conclusion of the tour, I was left with the feeling that all was right in the world. An afternoon of chocolate will do that to you.

The approx. 3-hour walk takes place in the 6th arrondissement. Prices are 90€/person or 410€ for a private tour. Tours are limited to 6 guests.

The Chocolate Walk is just one of the many themed tours offered by Context Travel, whose docents are experts in various fields including art, architecture, history, theology, cuisine, shopping, and lifestyle.

photo courtesy of laduree.fr

For more information on Context’s Parisian tours, you can visit their website at: http://www.contexttravel.com/paris/.