New York's Serious Eats Chats with Thiago Silva

Thiago Silva has been rather busy as of late. Not only does he run a cereal-inspired doughnut section at EMM Group's The General, but he's also busy plating up delicious warm cookies at Mark Birnbaum and EMM Group's restaurant, CATCH. New York's Serious Eats recently sat down to chat with Thiago to catch up. Here's a great excerpt from the interview below:  

Does your heritage play into your menu? I feel like I put a little of me in everything. I don't think it's necessarily noticeable but I always try to put a little Brazil into my desserts.

Like where? Like the sticky coconut cake at The General. Coconut's a big thing in Asia but it's also big in Brazil, and I use the same soak that I use in my Brazilian cakes. Sweetened condensed milk is in Brazilians' cabinets everywhere and I love to use it. You can't go wrong. Even the custards in the doughnut are Brazilian-style custard that I used to do when I was little.

What, to you, is the most important thing about knowing how to cook? It's just so gratifying. Not only when you've had a rough day and you make yourself something but also when you do that for your family or a friend—they come home and are miserable and you see how much better it makes them feel. No matter what happens, or how bad life is, people always want to go out and eat. It's just something that you have to be able to know how to do—to cook for people and see how they feel, how gratifying it is. I think if you're a chef, that's why you do it—it's a lot of hard work, but it all pays off. I just want my son to eat everything.

In case you were wondering what some of the delicious pastry's look like that Thiago puts together, below are a few photos. And yes, they taste just as good as they look.

Sticky Coconut Cake at The General: coconut water sorbet
candy pineapple, mango sauce, candied pistachios

Banana Brûlée Split: Raspberry Bombe, Gianduja Bombe, Cookie Dough Bombe (at Catch)       

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The General Combines Restaurant, Cocktail Lounge and Bakery

The 'nightclub alternative' is latest operation from EMM Group, owners of Catch and Abe & Arthur's

Have you ever been to a place where you'd be able to get great pastries, a delicious lunch and also be able to come back for a cocktail a little later on if your heart so desired? Well, if you're in the Bowery area now you can! EMM Group and Mark Birnbaum's most recent opening of The General is a modern mecca in the heart of Bowery.  

With Top Chef Season 3 winner, Executive Chef Hung Huynh, at the helm, EMM Group's The General is quickly living up to the high expectations of neighborhood patrons. Open 7 days a week, The General is a bustling modern Asian mecca offering a wide range of dining experiences for the local clientele. 

Here's an excerpt of what the Daily News had to say:

"A restaurant powerhouse has brought a new type of adult entertaining to the Bowery.

The General, the latest eatery from the dining wizards at EMM Group, is home to a new kind of laid-back nightlife — restaurant, cocktail lounge and bakery all in one.

The General builds on the acclaim and popularity of EMM’s other restaurants, Catch and Abe & Arthur’s, by adding a modern Asian twist to the same highly effective concept: fun, sharable small plates."

Accepting reservations and accommodating the casual passersby in the first come, first serve Cafe, The General boasts a bounty of something-for-everyone spaces. With environments ranging from the seasonal outdoor patio to the Cafe, pastry counter, social hightop tables nestled around the bar and the elegantly energetic dining room, it's always worth seeing who knows your name at The General.  

Read the full Daily News article here: http://www.nydailynews.com/life-style/eats/general-nyc-new-nightclub-alternative-article-1.1244300

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Mark Birnbaum Takes CATCH to South Beach

The second floor dining room at CATCH Miami

Mark Birnbaum takes CATCH concept to South Beach, Miami at the James Royal Palm

In early 2013, just about one year after opening CATCH Restaurant in Manhattan's Meatpacking District, Mark Birnbaum, partner of EMM Group recently helped open its first outpost of the popular eatery within The James Royal Palm on Collins Avenue in South Beach, Miami.

The globally influenced seafood restaurant, with Top Chef winner, Executive Chef Hung Huynh at the helm, has enjoyed rave reviews and full reservation books since opening its doors in early 2013, proving CATCH’s high energy, city-style of dining has found itself a natural fit among South Beach fans.

The nearly 4,000 square foot restaurant, fashioned between two floors and 190 seats, leaves much of the venue's landmarked, art-deco style interior intact. Upon arrival guests walk thru the 40 seat outdoor patio and into a 1,770 square foot First Floor Dining Room where the Main Bar sits in striking semblance to the hotel's original structure. Across the room a Sushi Lounge, with the capacity to accommodate up to 50 guests for seated dinner, adds an interactive element for a la carte diners or semi-private seatings.

Sprawling, 17 foot, cork-lined ceilings and a bustling South Beach dinner scene greet guests ascending to the Second Floor Dining Room. There, oversized copper drum lamps set an intimate stage, warmly washing patrons in CATCH's trademark honey-colored tones. Hand-painted details on the exposed brick walls create an ambiance like non-other, while Mark Birnbaum assures guests are able to enjoy all the essentials from the CATCH NY menu as well as newer, locally inspired dishes such as Po Little Rich Boys, The Shorecrest Roll, Kampachi Crudo and a conspicuously decadent Key Lime Donut dessert!

CATCH Miami

1545 Collins Avenue

Miami Beach, FL 33139

786.224.7200

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What is good about New York’s Nightlife?

It is the Brand New Luxuries @ Mark Birnbaum’s Hospitality Ventures

If you are frequenting New York’s nightlife party circuits, then you know there is no escaping from nightlife mogul Mark Birnbaum’s venues. New York’s Friday night revelers can enjoy an unparallel party experience, and the exquisite cuisines that tingles their taste buds, at the various lounges and finest restaurants owned by this hospitality honcho.

Mark is a pulsating man with an innovative foresight. He knows every pulse of New York’s nightlife. Therefore, it comes as no surprise when Forbes named him as “The New King of New York’s Nightlife.” His directive efforts and out-of-the-box creativity has brought dissolving changes in the nightlife hospitality industry.

However, success did not come served on a silver platter, as he says, “While in college, I ran a club in Ithaca, New York. I also promoted parties in NYC from the time I was 17 years old till the time that I was about 22. I tried my hand in insurance but left at age 23 to return to nightlife, opening my first club in 2002 and starting EMM Group with Eugene in 2005, and that’s the time when we pitched W Hotels, for the bar deal at the then-under-development W Hotel in Hoboken, New Jersey.”

The EMM group, which is one of the most successful enterprises in the restaurant and nightlife industry in New York, was formed under Mark’s guidance with partners Eugene Remm and business entrepreneur Michael Hirtenstein. Today, this group offers New Yorkers a wide variety of cuisines such as; contemporary American, Mediterranean and Asian at any of their fine-dining restaurants like; Catch roof, Abe & Arthur’s, Lexington Brass, and at their nightclubs like the SL, SL East, Tenjune, The Estate and The Chandelier Room, where the guests tap to tantalizing music, with a delectable menu and wine variety.

Hung Huynh, the winner of Top Chef, divulges exotic seafood flavors to satisfy New Yorker’s appetite. The ever-changing nightlife industry keeps on throwing challenges; however, Mark Birnbaum is relentless in making EMM Group reach new heights with a perfect balance between excellent event operations and strong promotions.

For more information on Mark Birnbaum, visit the website www.markbirnbaumemmgroupinc.com and find the latest happenings in New York’s nightlife.