The 3 P.M. Brunch With the 4 A.M. Vibe By BEN DETRICKNOV. 16, 2011 Continue reading the main story Share This Page Share Tweet Pin Email More Save Photo An enthusiastic reveler parties to a performance by Roxy Cottontail, a promoter, at Eat Yo Brunch at Yotel on 10th Avenue, where the $35 brunch allows patrons to eat and drink for two hours. Credit Deidre Schoo for The New York Times BRUNCH, an occasion for flapjacks, Bloody Marys and meandering conversation, is traditionally the most sluggish of meals. But a smorgasbord of clubby New York restaurants have transformed lazy midday gatherings into orgies of overindulgence with blaring music, jiggling go-go dancers and bar tabs that mushroom into five figures. No, boozy brunches aren’t new. Inspired by the daytime debauchery on Pampelonne Beach in St.-Tropez, where jet-setters arrive by Ferrari and yacht, early iterations began at Le Bilboquet on the Upper East Side in the early ’90s, and spread to meatpacking district flashpoints like Bagatelle and Merkato 55 in 2008. But more recently, these brunches have been supersized, moving from smaller lounges to brassy nightclubs like Lavo and Ajna. The party blog Guest of a Guest has taken to calling it the “Battle of the Brunches.” “Not everyone gets to run to the beach or jump on a plane,” said Noah Tepperberg, an owner of Lavo in Midtown, which started its brunch party a year ago. “If you want to leave your house on the weekend, brunch fills that void.” On a recent Saturday, Mr. Tepperberg stood in Lavo’s basement kitchen, surrounded by meat slicers and employees readying confectionary “poison apples” for a Halloween party for a pre-split Kim Kardashian. Upstairs, patrons in costumes danced atop tables and chairs, bobbing to the carnival syncopation of Jay-Z and Kanye West’s “Paris.” Confetti and blasts of fog filled the air. Continue reading the main story Related Coverage slideshow The Brunch Party Takes Over Clubs NOV. 16, 2011 Advertisement Continue reading the main story It was 3 p.m. “People walk in and say, ‘I can’t believe this is going on right now,’ ” Mr. Tepperberg said. The brunch bacchanalia shows no sign of running dry. The Mondrian SoHo is starting Scene Sundays this month at its Imperial No. Nine restaurant. In Las Vegas, the original Lavo started a Champagne brunch a few weeks ago. Similar affairs have bubbled up in Boston, Los Angeles and Washington. For those looking to replicate the formula, here’s a guide to some of New York’s frothiest. Day and Night Ajna Bar (25 Little West 12th Street, dayandnightnyc.com); Saturday, noon to 6 p.m. This extravagant French-themed party landed in October at Ajna Bar in the meatpacking district, after dousing the Hamptons, Art Basel in Miami and the Oak Room in the Plaza Hotel with rosé. Beneath an industrial skylight and fluttering flags from the United Kingdom, France and Israel, well-heeled patrons pumped their fists and posed for purse-lipped Facebook photos, racking up huge tabs every Saturday. “I understand there’s a lot of people out there going through hard times,” said Daniel Koch, the promoter who helped start the Day and Night parties at Merkato 55. “But what you want to do with your money is your business.” SIGNAL TO DANCE ON TABLES “If you’ve been sprayed with Champagne, make some noise!” a hype man will shout between piercing dance tracks from Robyn, Calvin Harris and Oasis. Dancers in orange bathing suits will emerge; pipes will blast jets of fog. In a dangerously drunken take on a bar mitzvah ritual, a man spooning dessert out of a giant bowl will be seated on a chair and lifted high into the air by his cronies. BRUNCH SET Club-savvy guests seem piped in from Miami, Monaco and Merrill Lynch. “I’m from the South, so drinking during the day is not new to me,” said a woman who wore a Diane Von Furstenberg dress but not the necessary wristband to enter the V.I.P. area. Outside, near a black Aston Martin coupe, a young man wearing paint on his face and sunglasses delved into socioeconomics. “We’re the 1 percent,” he said to a woman, matter of factly. THE BUFFET The Nutella-stuffed croissants ($12) cater to Europeans, while a gimmicky $2,500 ostrich egg omelet (with foie gras, lobster, truffle, caviar and a magnum of Dom Perignon) is for aspiring Marie Antoinettes. Champagne bottles start at $500; packages with several bottles of liquor and mixers for mojitos or bellinis are $1,000. The check can be sobering. “You didn’t look at the price of the Dom bottle!” a man barked into his iPhone, to a friend who apparently ditched before paying. “It’s $700!” STILL-HOT ACCESSORY Slatted “shutter shades” live on at Day and Night. DID THE D.J. PLAY “WELCOME TO ST.-TROPEZ”? Yes. Lavo Champagne Brunch Lavo (39 East 58th Street, lavony.com); Saturday, 2 to 6:30 p.m. Smog guns. Confetti cannons. Piñatas. Masked masseuses. Dancers in Daisy Duke shorts (some on stilts, obviously). Since last November, this Italian restaurant has roiled with the energy and pageantry of Mardi Gras. At the recent Halloween party, Slick Rick, an old-school rapper with an eye patch and glinting ropes of jewelry, lethargically performed several ’80s hits. Some of the younger “Black Swans” in attendance were unsure of his identity. “Is he big in London?” asked an Australian woman wearing a top hat. SIGNAL TO DANCE ON TABLES Caffeinated anthems like Pitbull’s “Hey Baby” and Roscoe Dash’s “All the Way Turnt Up” are accentuated by processions of bouncers carrying women above them in tubs, like Cleopatra on a palanquin. Polenta pancakes taking up precious square footage? Just kick them aside with your stilettos. Newsletter Sign Up Continue reading the main story Open Thread Newsletter A look from across the New York Times at the forces that shape the dress codes we share, with Vanessa Friedman as your personal shopper. You agree to receive occasional updates and special offers for The New York Times's products and services. See Sample Privacy Policy Opt out or contact us anytime BRUNCH SET Share Champagne spritzers with willowy model types and inheritors of wealth. The scrum on an October afternoon included the son of a Mongolian dignitary, six scions of Mexican plutocracy wearing novelty somberos, and at least one supermodel. “She’s everywhere,” said Mr. Tepperberg, as the nymph, whose name he couldn’t remember, disappeared into the jungle of merriment. THE BUFFET With the emphasis on tabletop dancing, Italian trattoria offerings (margherita pizzas for $21, and lemon ricotta waffles for $19) are often abandoned underfoot and sprinkled with confetti. Proving alcohol reigns supreme here, ice buckets are carefully shielded with napkins. Bottle service rules: Moët Brut is $195 and liquor starts at $295. Balthazar and Nebuchadnezzar sizes surge toward the $10,000 mark. RISKY ROSé Alcohol and high-altitude dancing can be perilous: there was a brief hullabaloo in one corner when several women took a tumble. DID THE D.J. PLAY “WELCOME TO ST.-TROPEZ”? Yes. Eat Yo Brunch Yotel (570 10th Avenue, yotel.com); Sunday, 11 a.m. to 4 p.m. If spending thousands of dollars makes your stomach turn, this newish party at Yotel is more easily digested. This affably cartoonish affair, held at the space-age hotel in Hell’s Kitchen with the design aesthetics of a Pokémon, draws a gay-friendly crowd lured northward by Patrick Duffy, a promoter. “There’s a lot of pressure in night life,” Mr. Duffy said. “But I feel like Sunday is a comedown. It doesn’t have to be perfect.” SIGNAL TO DANCE ON TABLES These connoisseurs of brunch wear designer shoes too stylish for tromping atop omelets. With a D.J. spinning dance tracks from LeLe and Earth, Wind & Fire, guests sip bellinis at the bar or banter at long communal tables. The performers are looser. One afternoon, Roxy Cottontail, a pink-haired promoter, vamped around the sunken dining area with a microphone. “Don’t make kitty pounce,” she rapped, before climbing atop a table. BRUNCH SET Clusters of trim men wear leather motorcycle jackets or shroud themselves in patterned scarves. “It’s an eclectic, downtown vibe,” Ms. Cottontail said. “We have the most fabulous gays in New York City.” When a platinum-blond waiter in skintight jeans pranced in front of a wall decorated with pictures of sumo wrestlers riding Japanese carp, it seemed straight from an anime cell. THE BUFFET For an egalitarian $35, patrons receive unlimited grub — options include chilaquiles, halibut sliders and seaweed salad — and a two-hour window of boozing. “It’s not bougie,” said Mr. Duffy, who bounded across the room hugging guests and hand-delivering shots. “You could be a poor, starving artist or someone that doesn’t take a client for under $20 million.” COLOR CODE Wear purple if you hope to be camouflaged by the staff outfits, chairs and ceilings. DID THE D.J. PLAY “WELCOME TO ST.-TROPEZ”? No. Sunset Saturdays PH-D Rooftop Lounge at Dream Downtown (355 West 16th Street, dreamdowntown.com); Saturday, 5:30 to 10 p.m. Despite a happy hour time slot, this sunset party atop the Dream Downtown hotel is not for pre-gaming. After funneling in brunch crowds from elsewhere, 8 p.m. has the frenzied atmosphere and intoxication of 2 a.m. The offbeat timing may deter conventional weekend warriors. “No matter how cool the place, some people feel Friday and Saturday nights are for amateurs,” said Matt Strauss, a manager of PH-D. “We’re not for amateurs.” SIGNAL TO DANCE ON TABLES The D.J. rapid-fires through tracks from C+C Music Factory, LMFAO and Rick Ross, but booze-lubricated guests scramble on couches with little hesitation. Those grappling with bursts of existential angst after six hours of brunch can gaze pensively at the spectacular views of Midtown Manhattan. BRUNCH SET Attractive women and affluent men knot around tables; hotel guests gawk from the bar. On a recent Saturday, Mark Wahlberg danced with a few friends, and David Lee, a former New York Knick, enjoyed downtime provided by the N.B.A. lockout. “We saw an angle,” said Matt Assante, a promoter. “People spend more money than at nighttime.” THE BUFFET Brunch is thankfully over, but crispy calamari ($17) and guacamole ($12) could constitute a light dinner. A bottle of Veuve Clicquot is $475. Cîroc vodka is $450. Cocktails like the Cloud Nine (Beefeater gin, Campari, grapefruit) are $18; a Bud Light is $10. WINDING DOWN After the rigors of daylong gorging, relax with the help of an on-site masseuse. DID THE D.J. PLAY “WELCOME TO ST.-TROPEZ”? Obviously.

Per Iniziare 

Zuppa del Giorno 9 
Soups are Non Cream Based 
Made Fresh In-House Daily 

Minestrone Dell’ Ortolano 9 
Italian Vegetable Soup 

Insalata Mista 12 
Local Organic Mixed Greens, Avocado, 
Fennel, Roma Tomato, 
Balsamic Dressing 

Insalata di Cesare 12 
Romaine Lettuce, 
Focaccia Croutons, Parmesan Cheese, 
Caesar Dressing 

Insalata di Frutti di Mare 19 
Shrimp, Mussels, Calamari, Lobster, Bay 
Scallops, Chickpeas, Potatoes 
Baby Arugula & Lemon Vinaigrette 

Burrata con Antipasto 
Di Verdure 14 
Burrata Cheese, Marinated Artichokes, 
Bell Peppers, Eggplant & Olives 

Tartare Di Tonno Con Emulsione Di 
Peperoni, Avocado E Germogli 16 
Tuna Tartare, Bell Pepper Dressing, 
Avocado & Sprouts 

Frittura Mista Di Paranza 17 
Fried Local & Mediterranean’s 
Mixed Seafood 

Tonno, Fava e Cipolla 17 
Preserved Italian Ventresca, Fresh Fava 
Beans, Red Sweet Onion, Lemon, Evoo 

Melanzane Alla Parmigiana 16 
Wood Oven Baked Eggplant, Mozzarella, 
Aged Grana Padano, Tomato Sauce, Basil 

Brodetto Di Cozze 17 
Mussels, Fresh Crushed Pepper, 
Garlic, Fresh Tomato, Evoo 

*Taste of Italy 39 

First Course Selections 

Insalata Panzanella 
Tuscan Summer Bread Salad 
Chunks of Bread, Tomatoes, Onion, 
Cucumber, Basil, Lemon & EVOO 
~~~ 
Animelle Saltate con Cime di Rapa, 
Cipolline Borrettane e Pepe Nero 
Veal Sweet Bread pan seared with Broccoli 
Rapini & Sweet Onion 
~~~ 
Tortino di Granchio con Insalata di Alghe 
e Salsa Tartara 
Con Peperoncino Chipotle 
Crab Cake served with Seaweed Salad 
Chipotle Tartar Sauce 

Second Course Selections 

Pizzoccheri della Valtellina 
Homemade Buckwheat Pasta with Potatoes, 
Cabbage, Butter, Garlic, Herbs 
Fontina Cheese 
~~~ 
Costata di Manzo alla Bismark con Salsa 
al Pepe Rosa 
Grilled 10 oz. Boneless Rib Eye, 
Served with free range Fried Egg 
Pink Peppercorn Sauce 
~~~ 
Orata al Forno con Fave, 
Cipollotto e Pomodori 
Oven roasted butterfly Sea Bream with Fresh 
Herbs served with Fava Beans, 
Spring Onion & Tomato Salad 

Dessert Selections 

Gelato Fragola e Limone 
Lemon & Strawberry Ice cream 
~~~ 
Vulcano di Cioccolato 
Warm Chocolate Cake with Cream center 
served with Vanilla Ice Cream 

*Available for parties six or less 

Salumi & Formaggi sul Tagliere 

Assorted Italian Cold Cuts & Cheeses on the wood board 

Choice of Three 15 or Choice of Five 20 

 

Cold Cuts Selections Cheese Selections 

Prosciutto Di Parma Pecorino Stagionato 

Salamini Di Cinghiale Pecorino Al Tartufo 

Salame Felino Mozzarella 

Mortadella al Pistacchio Robiola Delle Langhe 

Pancetta Arrotolata Gorgonzola 

Bresaola Della Valtellina Grana Padano 

Pasta e Risotto 

Fresh Made In-House Pasta 

& Italian Durum Wheat Pasta 

 

Cappellini Pomodoro Basilico 20 

Italian Durum Wheat Angel Hair 

Tomato Sauce, Fresh Basil 

 

Gnocchetti Al Pesto Ligure 

Con Patate E Fagiolini 22 

Homemade Potato Gnocchi, Pesto, 

 Diced Potatoes, String Beans 

 

Vermicelli alla Carbonara 21 

Italian Durum Wheat Vermicelli 

Cured Guanciale, Egg Yolk & Onions 

Aged Grana-Padano Cheese 

 

Pappardelle Bolognese 22 

Fresh Pappardelle, Beef Ragout, 

Tomato Sauce & Parmesan Cheese 

 

Risotto Ai Frutti Di Mare 27 

Carnaroli Rice, Calamari, Scallops, Clams, 

Mussels, Lobster, Shrimp, 

Garlic, Parsley 

 

Mezzi Paccheri Con Le Polpette 23 

Italian Durum tube-shaped 

Pasta with Braised Veal Meatballs 

 

*Half Portions, Gluten Free & Whole Wheat 

Pasta Available Upon Request 

 

Contorni 7 

Brocoli Rabe 

 

Roasted Beets & Cured Guanciale 

 

Roasted Potatoes 

 

Crispy Brussels Sprouts 

 

Pinzimonio Di Verdure 

Vegetables Crudités, Sea Salt, Evoo 

 

Garlic & Rosemary Roasted Mashed 

Potatoes 

 

 

Le Specialità dello Chef 

 

Zuppa Di Pesce 34 

Seafood Stew with Scampi, Scallops, 

Calamari, Clams, Mussels, 

Garlic Crostini with Light Tomato broth 

 

Gamberi Fra Diavolo 32 

Five Colossal Shrimps cooked in a Spicy 

Tomato Sauce with Onions & Garlic 

 

Ombrina al Dragoncello 32 

Seared Chilean Sea Bass, 

Portobello Mushroom Carpaccio, 

Tarragon Sauce 

 

Pollo Alla Parmigiana 21 

Parmesan-Crusted Organic Chicken Breast, 

Mozzarella Cheese, Tomato Sauce 

 

Pollo Al Mattone 24 

Semi-Boneless Half Chicken, 

Roasted in our Wood Fire Oven, Baby 

Arugula, Grape Tomato, Red Onions, 

Lemon Vinaigrette 

 

Vitello Ai Funghi 26 

Pan Seared Veal Scaloppini, Mushrooms, 

Marsala Wine Sauce 

 

Agnello Scottadito con Pomodori 

Gratinati 38 

Grilled Lamb Chops with Gratin Tomatoes 

 

Costata di Manzo Alla Fiorentina 58 

Grilled 24oz Porterhouse 

Served on a Wooden Cutting Board, 

Garlic & Rosemary Roasted Potatoes 

 

Polipo Al Forno A Legna Con Insalata 33 

Wood Oven Tenderized Spanish Octopus 

with Fennel, Olives, Tomato, Watercress, 

Lemon, Evoo