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The award-winning hospitality veteran is planning something special for the Lower East Side.
Brice Jones is well known as the founder of Freehold Hospitality, a quality-driven food and beverage brand that endeavors to use unique programming to provide guests with a fantastic space to meet, work, and play. Jones began his hospitality career working at SoHo House New York while attending NYU (Go Violets!) to study hospitality management and real estate finance. After graduating, he established Freehold Brooklyn as his first attempt to pursue a hospitality concept for all. Part workspace, part cocktail lounge, and part restaurant, Freehold earned specific praise for its “Work by day, party by night” concept and soon became a must-visit destination for the Brooklyn faithful.
Today, Freehold operates two other locations, one in Miami and a seasonal outpost in Union Square. Offering signature thin & crispy pizza alongside creative cocktails and lively entertainment, Freehold is on a mission to become the public assembly space for all. Beyond its food and beverage program, Freehold is also widely celebrated for its event programming. Many popular bands and DJs have been known to host pop-up concerts at various Freehold locations, and Freehold Union Square will be opening up in a few weeks on April 1st.
Now, it appears that Brice and his team are currently gearing up to launch a brand-new concept for the Lower East Side. The new concept, which has yet to be named, is currently expected to arrive at 120 Orchard Street. The location was formerly home to The Orchard Room, a popular bar and dim sum restaurant that was known for celebrating “monkey business” with its patrons. Unfortunately, The Orchard Room’s social media profiles have gone dark since September 2022, and the future of the restaurant remains uncertain.
The location at 120 Orchard Street is estimated to seat a total of 72 guests inside at one time and will feature two additional bars, one on the ground floor and another in the cellar. Brice describes his new concept as a “typical Roman taverna”, but further information about the menu has yet to be revealed. Brice and his team are now in the process of applying for a liquor license for their new concept and are proposing operating hours of 4:00 PM – 2:00 AM Monday through Wednesday, 4:00 PM – 4:00 PM Thursday and Friday, 11:00 AM – 4:00 AM on Saturday, and 11:00 AM – 2:00 AM on Sunday. For future updates on the new space as well as information on all of their latest programming events, you can follow Freehold on Instagram.