Just in time for the holidays, Ladurée is bringing its signature Parisian patisserie experience to New York City with a new boutique opening at Rockefeller Center’s Channel Gardens on December 4th. Nestled between Fifth Avenue and The Rink, the boutique sits in one of Midtown Manhattan’s most photographed holiday corridors, framed by the world-famous Rockefeller Center Christmas Tree, ice rink, and festive windows. The opening strengthens Ladurée’s U.S. footprint and gives locals and tourists a pastel-perfect stop for macarons, giftin,g and seasonal indulgence.
At its core, the new boutique is designed as both a patisserie and a celebration space, bringing French craftsmanship into dialogue with classic New York holiday energy. Guests can pick up Ladurée’s iconic macarons, pastries, and limited-time collections against a backdrop of historic-inspired textiles, soft greens, and holiday sparkle, turning the Channel Gardens into a natural pause point to warm up and leave with the brand’s signature mint-green box.
Two French heritage brands, one holiday showpiece
For this opening, Ladurée is leaning into design as much as dessert through an exclusive collaboration with Brunschwig & Fils, the French heritage textile and wallcovering house. According to the announcement, Brunschwig & Fils has created two custom patterns to dress the New York City boutique: the Castellane Print and Maubec Stripe, both drawn from the brand’s archive and reimagined in a bespoke palette of Ladurée’s signature greens. These patterns extend across the interior and onto a special macaron box created specifically to mark the store’s debut.
The Castellane Print is a stylized adaptation of an early 20th-century French chintz fabric, inspired by 17th-century Indian palampores featuring classic Tree-of-Life florals. The coordinating Maubec Stripe adds a tailored linear element, giving structure to the florals and echoing stripes seen throughout Brunschwig & Fils’ history, turning the boutique into a layered, heritage-rich setting for holiday shopping.
Quotes that center on gifting and design
The opening is framed around gifting, celebration, and the emotional pull of Rockefeller Center at Christmas. Katina Dermatas, CEO of Ladurée US, said, “We are thrilled to extend Ladurée’s footprint to such an iconic New York City destination. Gifting and the art of celebration have always been at the heart of our brand, and we are excited to partner with Brunschwig & Fils to bring that spirit to life through design.” She described opening at Rockefeller Center during the holiday season as the perfect expression of that spirit, positioning the boutique as both a landmark moment for the Maison and an invitation for New Yorkers and visitors to celebrate “Parisian style.”
From the design side, Stephen Elrod, Creative Director at Brunschwig & Fils, said, “It has been a privilege to partner with Ladurée on this exciting project and to create a new and exclusive design that represents our brand while celebrating their heritage as well.” He also said, “We are thrilled to see our documentary floral pattern, and its coordinating classic stripe, showcased in such a beautiful and significant New York City space where interior decoration aficionados will recognize our iconic name and distinctive designs.”
A special-edition macaron box for December 4th
To translate the partnership into something guests can keep, Ladurée and Brunschwig & Fils have developed a special-edition macaron box featuring the collaboration’s bespoke patterns. The limited box will be available in the new boutique and online across the U.S. starting December 4th, timed to the grand opening. For holiday shoppers, it works as both a gift and a keepsake, tying the visual story of Castellane Print and Maubec Stripe directly to Ladurée’s signature macarons.
This collectible packaging taps into how fans already use Ladurée boxes as decorative objects long after the treats are gone. By drawing from Brunschwig & Fils’ archive, the collaboration adds extra perceived value, positioning the box as something design-conscious shoppers may display at home well beyond the festive season.
Why the Channel Gardens location matters
The choice of Rockefeller Center’s Channel Gardens is all about visibility and experience. The narrow promenade runs from Fifth Avenue toward 30 Rockefeller Plaza, with fountains, seasonal plantings, and sculptures creating a cinematic walkway that almost every tree visitor passes through. During the holidays, it makes it prime real estate for brands that want to sit inside the Rockefeller ritual rather than just nearby.
The Channel Gardens also belong to a wider ecosystem curated by Tishman Speyer, owner and operator of Rockefeller Center, which stretches along Fifth Avenue and offers nearly 50 shops on two levels for discerning shoppers. With flagship stores for LEGO, FAO Schwarz, Nintendo, and McNally Jackson, plus restaurants from Michelin-starred and James Beard Award–winning chefs alongside casual spots like Shake Shack, Daily Provisions, FIELDTRIP, Puya Tacos, and Madras Dosa, Ladurée steps straight into a daily flow of families, tourists, and gift-focused visitors.
Ladurée’s heritage meets New York holiday culture
Founded in 1862, Ladurée built its reputation in Paris around the macaron, whimsical tea salons, and an elevated take on the French art of living. Bringing that world to Rockefeller Center goes beyond a standard store rollout; it plugs the Maison’s Parisian fantasy into one of New York’s most emotional annual rituals. With a high-footfall holiday location and a design-led collaboration from Brunschwig & Fils, the boutique is set to become part of how visitors remember their trip to the tree, the rink, and the Channel Gardens for seasons to come.
