Midtown West: Scene: an Eater correspondent waiting outside the new Rockefeller Center location of Magnolia Bakery to meet a colleague. Overhead: no less than four groups of ladies in the span of five minutes exclaiming, "Oh my God, it's Magnolia." And that about sums up the sentiment that will greet the hyped up West Village bakery as it opens its third branch on 49th and 6th this Wednesday.
During the preview party last night, there was talk of a CupcakeCam a la the ShackCam—though the owner wasn't so into the idea (people will wait in line if they've already made the trip). Meanwhile, the Midtown office workers guessed that they'd be eating cupcakes for all future office birthdays (they deliver). As for the look of the space, it's fairly straightforward: clean, white, larger than its West Village predecessor. And the staff seemed a tad less grumpy then their downtown counterparts— but they haven't dealt with the lines yet.
· Opening Report: Magnolia [~E~]For more stories from Eater, go to eater.com.
