Owners Jeffrey Lefcourt and Glenn Harris said they were thrilled to launch a new eatery in Lincoln Square, which has increasingly become a dining hotspot.
"We've been after this location for 10 years," Lefcourt said of the space at 1900 Broadway at 63rd Street. "The neighborhood is so excited."
Lefcourt and Harris, who also own restaurants of the same name in Midtown and the East Village, are keeping many elements the same in their new location, but they added nods to the character of the neighborhood and its proximity to the major arts center.
"It's a little more upscale," Lefcourt said. "It's a more mature neighborhood."
Leather booth seats in the quieter back room add sophistication, while the menu has more expensive items like lobster, steak and a raw bar, the owners said.
There's also a selection of drinks meant for pre-theater diners that are 50 percent less alcoholic than other offerings, with the tagline, "Cocktails that won't put you to sleep."
Still, Harris added, "When [customers] walk in, they'll know it's The Smith."
The space has familiar subway tile on its floors and walls and low-key wooden chairs and tables.
"We're bringing that downtown feel up here," said Harris, who is also serving as the head chef at the Lincoln Square location.
The look, Lefcourt said, "is never going to go out of style. We're that comfortable pair of jeans."
Harris said that although the spot is ideal for pre- and post-theater dining or snacks, "We're anticipating a big rush all the time."
There is an extensive cocktail list and a beer made especially for The Smith by Brooklyn-based Six Point Brewery. It's "a real American pale ale," made for food, that's fruity, hoppy and medium-bodied, Lefcourt said.
And though there's lots of competition in the area, with Bar Boulud and Rosa Mexicana just doors away, Lefcourt said The Smith adds a casualness and accessibility that local diners are craving.
"I'm a believer in the more restaurants in a neighborhood, the better," Lefcourt said.
The two are also hoping The Smith will stand out with elements like a photo booth downstairs, free filtered spring water and sparkling water, seasonal cocktails and excellent service.
"I think what people really want are nice people," Lefcourt said of his staff.
The Smith will begin offering brunch this Saturday, with breakfast beginning in a few weeks.
Harris said the restaurant would serve "the best stuffing in New York" on Thanksgiving.