5 things to know about Marvelous by Fred’s flagship opening


What should I order?

Known for its famous Marvellous, Marvelous by Fred’s Merveilleux come in six original flavors and one seasonal flavor, including Le Merveilleux (classic), L’Incroyable (white chocolate), L’Impensable (coffee), L’Excentrique (cherry), Le Magnifique (nut) , Le Sans-Culotte (caramel) and L’Éphémère (seasonal).

For the calorie-hungry, mini Merveilleux contain less than 100 calories, are gluten-free and contain no butter, oil or dough. They are made in mini, individual and larger format, for gifts or catering.

Frédéric Vaucamps’ career began at the age of 14 when he started as an apprentice pastry chef in the North of France. He resumed his first traditional pastry shop in Hazebrouck in 1982, and refined the recipe for traditional Merveilleux (however, not so popular and “not perfected”): a traditional pastry from the North of France dating from the 18th century which combines whipped cream and chocolate. With “luck, failures, experiences and success” he finally developed a “perfect” recipe, resulting in lighter and airier cakes with a melting meringue.

In 1995, Vaucamps opened its first Aux Merveilleux de Fred in Lille, a quaint town in northern France, and in 2008 it opened a storefront in Paris and quickly spread across Europe and North America. With now 15 stores in Paris, the fast-growing brand is now opening a flagship.

Tell me about design and inspiration?

The store mimics the look of the original Lille flagship location designed by Vaucamps and his mural artist wife, which is inspired by the French post-revolutionary period marked by flamboyant fashion, extravagant parties and rebel actions. In the subculture, women were called “Wonderful” and men, “Incredible”, after which parts of the Wonderful menu are named.

Working with this inspiration, the washed-textured walls feature an 18th century fresco replica, featuring a depiction of the inspired “Marvelous” and “Incredible” as well as quotes from the post-revolutionary period. Other details include hand-applied gold leaf patterns, custom black French cabinetry, and Italian Rosso Verona marble countertops.

You can’t miss the authentic 10-foot-wide Bohemian crystal chandelier, a replica of the iconic Coronation of Maria Theresa chandelier dating from 1711. As a hallmark of the brand, these chandeliers are on display every day. location, the downtown location housing the largest version weighing nearly half a ton.

Tell me about the quality?

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Freshness, quality and lightness are part of the recipe for Marvelous by Fred pastries around the world. Bakery products come out of the oven every 30 minutes, ensuring the freshest products. The quality of the ingredients is the key to the brand’s success – all of them are locally sourced except for the specialty butter and sugar which is imported from France. Alongside the Merveilleux, six different Brioches, four variations of Croissants, various flavors of Meringue and Buttercream Waffles. The downtown location also offers an assortment of sandwich options, served on their signature brioche bread. Brewed coffee and espresso from La Colombe are also available.

Where is Fred’s Marvelous?

Located at 1001 6th Avenue, just on the northwest corner of 37th Street and 6th Avenue in Midtown Manhattan, Marvelous by Fred will operate seven days a week from 8:00 a.m. to 7:30 p.m. on weekdays and 9:30 a.m. at 6:00 a.m. on weekends. Available to take out, as well as seated service on the first and second floors.

For more information visit www.auxmerveilleux.com or follow us on Instagram at @marvelousbyfred.

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