A New Kind of Very
If the usual line-up of dirty dive bars, over-the-top meat markets and pretentious lounges triggers your urge to purge, Veronica Peoples Club just might be the antidote.
VPC has the laid-back feel of an art studio turned communal space that happens to serve drinks. It draws on Fluxus sensibilities and a collaborative spirit to fuse a retro soundtrack, cult film screenings, handmade food and, of course, integral beverages, in an inclusive and expansive Greenpoint bar thats turning out to be a launching pad for ambitious independent chefs.
This multifaceted vision is one that Heather Millstone, a co-owner of VPC, began exploring when she opened her first bar, Heathers.
I was really interested in sculpture, space and the Fluxus artists, Millstone explains as she tends bar, serving beer, wine and cocktails on a recent Wednesday evening. And when I built Heathersand it really transitioned into here, because this is like Heathers cubedI thought, How do I take all of this and build a vibe? How do you do that through space, design, art, music, and how do you repeat that over a period of time? Since Millstone opened Heathers 2005, it has become one of the East Villages most beloved bars because it simultaneously pays homage to the neighborhoods punk roots with its 80s fixation and rock n roll attitude and cultivates a non-judgmental atmosphere. But because of high rent, a compact space and neighbors who dont like the noise from happy revelers spilling out of its doors in the middle of the night, the East 13th Street space has always had limitations.
So when Millstone, who has a masters degree in photography, went looking for a new studio space last year, she instead felt the right vibes for a new bar when she walked into a bricked-up storefront and saw a door inside emblazoned with Peoples Club.
I said, Thats exactly what we do...in a very egalitarian way, she explains of her epiphany at that moment. Heathers, Ive always said, is an everybody bar... not straight, not gay, not lesbian, not any of those things.
She decided to use the space to open a second bar and enlisted the architect for Heathers, Julie Torres Moskovitz, to transform the raw building into a roomy but minimalistic den filled with industrial elements and re-purposed items. Before the work was even begun, she already knew it would be called Veronica, in reference to Veronica Sawyer, Winona Ryders sullen teenage character from the angsty 80s film after which Millstones first bar is named.
But theres little angst to be found at Veronica Peoples Club, the less unruly sister to Heathers. VPC opened two months ago on Franklin Street near Greenpoint Avenue, across the way from one of the areas most crowded bars, the Pencil Factory. But unlike its darkly lit neighbor, whose close quarters encourage hunkering down in one spot for hours, VPCs open design inside and covered garden out back, plus a rotating cast of DJs, encourage circulating amongst friends and those who soon could be. At the thriving bar, the crowd is wide-ranging in age, but mostly relaxed and friendly in demeanor. And on sunny Sundays, children play in the back garden and drink mocktails while their parents commune over beer.
Were right on the route to the playground, Millstone explains. Its fun for us... Im of that age.
Friends with children inspired the kidfriendly Sundays, which include a barbecue and a DJ spinning vinyl. And this is just one of many opportunities to create a dynamic different from Heathers that the larger space and lower cost of Brooklyn afford.
Millstone and her two partners, Stevie Howlett and Dre Herrera, (whos the chef de cuisine and will keep VPC stocked with tamales made from her grandmothers recipes on Thursday, Friday and Saturday nights), are also tapping into the booming Brooklyn food scene.
Millstone says shes willing to take risks to explore the experiential possibilities of the space and give up-and-coming cooks a venue for experiments. A duo of neighborhood snack mavens has launched the brand Ovenly at VPC, which delivers pastriesfrom zucchini spice bread to strawberry mint muffinsevery morning to accompany the Intelligentsia coffee VPC serves from its walk-up window. And the bars weekend dinner and a movie series gives guest chefswho range from established cooks to newcomers looking to cut their teeththe chance to match a meal with cult classics like Xanadu or Valley Girl.
Its big. Theres a lot of big in there.
But at the same time, there are enough small, simple things where Im not trying to take on too much, Millstone says. Im just trying to set things in motion.
VPCs offerings will develop over time, but Millstones happy to let its various aspects evolve organically.
Theres a lot of meditative things, to let things be and grow and let people add to it, Millstone says. People dont have to necessarily know that theyre a part of it, but they are. And the people who want to be a part of it actually add to it without knowing it. Its a complicated concept. You just let it be. Oh my God, Im such a hippie. Please dont make me sound like a hippie.
>> VERONICA PEOPLES CLUB 105 Franklin St. (betw. Greenpoint Ave. and Milton St.), Brooklyn, 718- 349-2901.