A canvas awning appears on a Broadway storefront in October 2026. Someone notices. The internet talks. The awning disappears. That’s how Erewhon’s possible NoHo debut announced itself — not with a press release, but with a rolled-up sign and a block full of questions. Nothing was officially confirmed at publication. That hasn’t stopped anyone from caring.
The context matters here. Until now, getting an Erewhon drink in New York has required either a $36,000 initiation fee — as reported by the New York Post — at Kith Ivy’s private West Village club at 120 Leroy Street, or the patience to order through Postmates or Uber Eats within a narrow delivery radius. If the NoHo project opens as described, a publicly accessible location would be a fundamentally different proposition for the brand in this city.
What’s Reportedly Going In
Sources cited by the New York Post point to the former PlantShed space at 644 Broadway as the site of a possible Erewhon smoothie bar and café.
Sources cited by the New York Post say Erewhon is eyeing the former PlantShed café and florist space at 644 Broadway, near Bleecker Street, alongside a Kith women’s boutique. The reported concept is a smoothie pop-up and café operating on a long-term lease — with the possibility of going permanent. Neither Erewhon nor Kith has publicly confirmed any of it at time of publication.
Key reported details:
- Reported address: 644 Broadway, near Bleecker Street, NoHo
- Previous tenant: PlantShed café and florist
- Reported format: Smoothie bar and café; potential long-term or permanent operation
- Current NY presence: Tonic bar inside Kith Ivy, 120 Leroy Street — private club with a reported $36,000 initiation fee; limited delivery access for non-members via Postmates and Uber Eats
- Smoothie pricing reference: Approximately $17–$20-plus in other markets; NoHo pricing unconfirmed
The awning was spotted by Chandler Forsythe, director of operations and community at the NoHo Business Improvement District, who called the discovery “huge” for the neighborhood, according to the New York Post. After the location attracted online attention, the awning was reportedly rolled up — which, for a brand whose Hailey Bieber Strawberry Glaze Skin Smoothie became a genuine cultural artifact, somehow made the story bigger.
If confirmed, the project would represent Erewhon’s first potential publicly accessible location in New York City. Not a velvet rope. Not a delivery window. An actual storefront open to anyone willing to wait in line — and on that point, Forsythe has thoughts.
Expect a Line. Possibly a Long One.
Neighborhood observers are already bracing for opening-week crowds, though no official timeline has been announced.
Forsythe estimated that waits during the opening weeks or months could reach an hour — his expectation, not confirmed operating data. For now, no opening date, hours, or official menu for the proposed NoHo location has been announced. Until Erewhon or Kith makes a formal statement, 644 Broadway remains one to watch.
