UPSIDE PIZZA OPENS IN THE GARMENT DISTRICT
The '90s-Inspired Slice Joint Honors And Elevates Traditional New York Pizza With 100% Naturally Leavened Dough, Housemade Fresh Mozzarella And More.
New York, New York (January 22, 2019) – Founder Noam Grossman today announces the opening of Upside Pizza – a slice joint in collaboration with international pizza consultant Anthony Falco – in Manhattan's Garment District (598 8th Avenue at 39th Street).
Upside Pizza is inspired by growing up in the '90s, when nothing mattered more than sports, hip hop and great pizza. The 330 square-foot shop serves signature pies freshly made in a classic and inimitable Montague Hearth Bake brick oven – rarely used in New York pizzerias – honoring the traditional slice experience with a meticulous approach.
The pizza at Upside is a labor of love, perfected with a special water filtration system, responsibly sourced and house-made ingredients, and a proprietary method to deliver the ideal crust and crumb. The team uses 100% naturally leavened dough, made with a sourdough starter and unbleached, unbromated flour. Each pie takes up to 72 hours to prep from start to finish, resulting in staples like the Upside Don, a two inch-thick Sicilian square slice with low-moisture mozzarella, house-made Sicilian tomato sauce, house-made breadcrumbs, Sicilian oregano, parmesan and topped with high quality California extra virgin olive oil. Additional pies include a classic Cheese; Pepperoni Papi with four cheeses and pepperoni made with beef, pork and no added fillers; the Falcowitz with a white wine lemon cream sauce, fresh house-made mozzarella, sautéed mushrooms, parmesan, fresh parsley, lemon zest and freshly ground black pepper; and the Fuzzy Dunlop – named after an iconic scene in HBO's acclaimed series The Wire – with house-pickled chili peppers and house-seasoned sausage. When available, fresh, local produce is delivered daily from nearby partners like Jersey Fresh, resulting in rotating special pie options based on what's in season.
Designed by Matt Dennis and Jonathan Visgaitis of Bolt Design Group, Upside Pizza's vibrant aesthetic is inspired by the 1990s. Located on a bustling corner at 8th Ave and 39th St, the space captures the energy of the neighborhood and stands out with a forced-perspective optical illusion: from the opposite corner, passersby can see a bright red and pink checkered rotating cube connecting the exterior to the interior.
Inside the 330 square-foot shop, a bold, concrete terrazzo countertop is custom-made with a red, pink and teal acrylic inlay design; custom, hand painted ceramic tiles cover the far wall of the space; and three 2×2 high-top tables are made of black matte tile with bright pink grout for enjoying a quick slice. Three large grid lighting fixtures with gold matte finish from Zero Lighting add to the kinetic and urban energy of the space. Pizzas in the custom-painted display case are listed in white graffiti marker directly on the glass, while busy New Yorkers can see the action through the windows on 8th Avenue, which look directly into the pizza making station where the team diligently stretches dough and tops pies before baking.
Photos credit: Molly Tavoletti
Upside Pizza is open Monday-Thursday and Sunday
from 11:00am-11:00pm and Friday-Saturday from 11:00am-1:00am.