Previewing Jacques Torres in Rock Center

Jacques Torres opens his newest chocolate shop in Rockefeller Center this morning at 10 A.M. in advance of Valentine's Day, the biggest single day of sales on the chocolate calendar. While the Frenchman known as Mr. Chocolate faces competition from Maison de Chocolate and Godiva upstairs (making the building a veritable chocolate city), the new space splashed in vibrant colors and illuminated by chandeliers should draw plenty of foot traffic, while others will come knowing he's the only one whose production takes place in New York.

Torres is in the house today until mid-afternoon—if mounds of chocolate-covered pretzels, illy coffee and hot chocolate, or his famous chocolate chip cookies aren't enough to lure you. The store stays open until 8 P.M. weekdays providing something sweet for anyone working late in the area, and closes at 5 P.M. on weekends. In the clip above, Torres tours his new digs, which features a flat screen TV broadcasting chocolate-making at his Tribeca flagship.

Related stories on The Feast:
Torres Bringing Live-Stream Chocolate-Making to Rock Center
Inside The Tcho Factory and Flavor Lab, Starbucks' High-Tech Chocolatier

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