Union Square will soon glow as bright as it used to in the 1990s.
The massive, vertical neon Coffee Shop sign—an iconic fixture of the neighborhood until it vanished in 2018—is officially making a long-awaited comeback.
For nearly three decades, the towering neon display illuminated the corner of Union Square West and East 16th Street. Featured famously on Sex and the City and countless films, it was a symbol of prime 1990s NYC culture.
Now, after eight years sitting in storage, the sign has been saved—and it’s set to light up the neighborhood once again.
Coffee Shop: a 1990s NYC Cultural Phenomenon
To understand why the sign’s return is such a big deal, you have to understand what Coffee Shop meant to New York City.
Opened in 1990 by former fashion models, the Brazilian-influenced upscale diner single-handedly helped transform Union Square into a nightlife epicenter. Before trendy rooftop bars and high-end boutique dining took over the neighborhood, Coffee Shop was the ultimate downtown hotspot.
It was legendary for a few distinct reasons:
- The Supermodel Waitstaff: The restaurant famously hired working and aspiring models as servers, creating a glamorous, uniquely ’90s atmosphere where the staff was often as famous as the clientele
- The Celebrity Magnet: On any given night, you could spot runway models, Hollywood actors, musicians, and artists rubbing elbows over caipirinhas and late night fries
- Pop Culture Royalty: Beyond its real life celebrity scene, Coffee Shop was etched into television history as a frequent backdrop on Sex and the City, solidifying its status as an international symbol of NYC cool
- The Retro Aesthetic: The restaurant actually inherited its iconic neon sign from the generic diner that occupied the space before it. Rather than replacing it, Coffee Shop kept the vintage sign, turning it into one of the most recognizable landmarks in Lower Manhattan
When high rents and shifting dining trends forced Coffee Shop to close its doors in 2018 after 28 years, it felt like the end of an era for old-school downtown culture—and its giant sign disappeared along with it.
A 1990s Landmark Gets a New Life
When Coffee Shop closed, New Yorkers assumed the legendary sign had disappeared forever.
As it turns out, the building’s landlord had secretly saved the massive sign, though it was slightly too large to hang in a residential apartment.
Enter Bernie and Herb’s, a brand-new neighborhood bar that opened on July 31 at 28 E. 16th Street—located right inside what used to be Coffee Shop’s legendary VIP room.
Co-owned by Lower East Side 169 Bar veterans Dakota Pollock, David Goldberg, and Jose Beltre, the new venture strikes a deal to bring the history back: once ongoing building scaffolding is taken down, the giant Coffee Shop sign will be reinstalled on the facade, with “Bernie and Herb’s” added across the top.
What to Expect Inside Bernie and Herb’s
While the exterior will soon deliver a massive wave of NYC nostalgia, the 1,200-square-foot bar inside is bringing back something else New Yorkers desperately miss: cheap drinks.
Designed with the unpretentious spirit of 169 Bar, Bernie and Herb’s features illuminated palm trees, striped upholstery, red lighting, and an authentic jukebox loaded with 45s.
Menu & Pricing Highlights:
- Beer & Shot Special: $9 ($7 during Happy Hour)
- Plain Hot Dogs: $3 (loaded versions for $6)
- Well Drinks: $9 ($7 during Happy Hour)
- Classic Cocktails: $13 ($11 during Happy Hour)
- Pulled Pork Sandwich: $10
- Jukebox Songs: $0.50 per play
“We want Wall Street bros to come in there and talk to washed-up soap opera stars, and NYU students to hang out with musicians,” co-owner Dakota Pollock told Eater regarding the bar’s relaxed vibe.
Know Before You Go
- Where: 28 E. 16th Street (between 5th Ave & Union Square West)
- Current Hours: Daily from 2 pm to 12 am (late-night 2 am closing coming soon)
- The Sign: Currently awaiting scaffolding removal before its grand re-illumination