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Going Underground—Again The developer spearheading TurnStyle, Susan Fine, has her own track record in transforming public, urban spaces, one of the most ambitious being Grand Central Terminal in the 1990s. "At that time people were scared of going downstairs at the station so I couldn't rent a kiosk to anybody," she recalls. Gradually and persistently, she built a New York-based family of independent food establishments. "When you start something, you just keep going," she says simply. More than 20 years later, her original marketing plan still plays out at Grand Central, a model she turned to when she began recruiting businesses for TurnStyle. In 2009, New York City's Metropolitan Transportation Authority had renovated the Columbus Circle station, near the southwestern entrance to Central Park, and the space was sitting empty. Fine, the president of Oases Development, knew what she could do with it and believes she was the only serious bidder on the project. The area had already become a shopping destination with The Shops at Columbus Circle but neighborhood workers—such as the denizens of nearby Hearst Tower—as well as tourists heading towards Central Park, also needed to be fed. "I knew there were a lot of commuters and tourists passing through and a certain rule about retail is you need traffic," she says. She signed the lease in 2013. TurnStyle ultimately cost more than $14 million to complete, funded by a private partnership whose primary investor was Goldman Sachs. "I believe in streets and I think they should have things besides drugstores and banks," Fine says of her vision. For TurnStyle's sub- terranean 'street,' she sought to have a high-meets-low blend. "The main thing to go for is choice. I wanted something for the Hearst worker and the 15-year-old getting out of school at 3 p.m., categories that would work all day long, from morning to night." Creating the Right Mix To serve all different kinds of customers, there's a branch of Fika, a Swedish-themed coffee chain found throughout Manhattan, and Bosie Patisserie, already a neighborhood favorite in the West Village for tea and French pastries. Doughnuttery can provide a doughnut fix any time of day, the mini treats fried to order and dipped in sauces like beer caramel or raspberry balsamic. Other options include Casa Toscana for Tuscan-themed focaccia and gelato and MeltKraft for luscious grilled cheese sandwiches and shakes, made with dairy from Valley Shepherd Creamery in New Jersey. Fine points out that seven of the businesses are female-owned. Ellary's Greens is one of them, a health food—but not vegetarian— restaurant in the West Village founded by Leith Hill. "Our tag line is 'nourishing you on the go,'" Hill says, "so this is the opportunity I've been waiting for. I've always wanted to be in a transportation center because I wanted to give people food quickly that's delicious." Ellary's Greens' bywords are natural, organic, local, and sus- tainable, the chalkboard menu at TurnStyle listing rotisserie chick- en, freshly blended juices, smoothies, and shakes. On the sweet side are vegan coconut date bars and gluten-free raw chocolate mousse. "We cater to everyone from picky-vores to omnivores," Hill says. "We don't limit the market; we open it up to everyone." "Here's my whole passion," Hill continues. "I can make myself beautiful food at home, but when I'm on the road I really want that same beautiful, healthy food that's going to make me live vibrantly and feel great. If I had to be stuck with a McDonalds or a Burger King—no offense to them—I'd rather not eat." For like-minded customers, she and her team at TurnStyle prepare bento boxes filled with a choice of roasted chicken, grilled salmon, bison, or tofu with quinoa and vegetables, packed up and ready to grab. Ellary's Greens occupies one of the larger spaces in the complex, its 600-square feet equally divided between the kitchen where all of the food is freshly made and the storefront with a counter display and a few seats avail- able for in-house consumption. Running down the middle of the concourse are some stand- ing tables, but most of the fare is meant for takeout. There is an integrated, seamless f low to the design, which was achieved by Architecture Outfit, a New York-based firm. The bones of the sub- way station are intact, with industrial elements exposed. Storefronts each have the same black, stainless steel frames, with individual personalities expressed inside. "We've already made friendships with so many people here," Sean Wyland, the supervisor at Dylan's Candy Bar, says after less than a week in business. The original brightly colored wonderland retailer profile In the decades since she engineered the smorgasbord of eateries in Grand Central, Susan Fine has observed changes she didn't foresee. "Now everyone is a foodie and people have become more adventurous," she says. Running down the middle of the concourse are some standing tables, but most of the fare is meant for takeout. 52 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com