PURA VIDA MIAMI, the lifestyle-driven wellness café brand known for its elevated all-day dining experience, announced the grand opening of its newest New York location, which opened Friday, June 5, 2026 at 100 5th Ave. Situated on Fifth Avenue (between 15th & 16th Streets) in the heart of Manhattan’s Flatiron neighborhood, the opening marks the brand’s New York flagship and further accelerates its national growth trajectory. The Flatiron café is part of Pura Vida’s continued expansion following its milestone 50th location opening earlier this year.
The public grand opening will took place on Friday, June 5 at 7:00AM, with a special giveaway offer for the first 100 guests.
The New York flagship location is the largest Pura Vida to date, with indoor seating and outdoor seating along 5th Avenue and 15th Street. The interior features elevated finishes in light beechwood and off-white marble, with tufted, cushioned banquettes throughout. The soaring ceilings are accentuated by the Corinthian columns original to the historic building. Pura Vida Flatiron invites guests to think of the flagship as a welcoming third space – not just for a quick lunch – but as a gathering place any time of day. Pura Vida’s full menu of fresh offerings including all-day breakfast, wraps, bowls, salads, sandwiches, high-protein dinner plates, smoothies, coffee, matcha, and seasonal specialties.
“New York has embraced Pura Vida in a way that has exceeded our expectations, and opening our flagship in the Flatiron neighborhood is an exciting next chapter for the brand,” said Omer Horev, Co-Founder and CEO of Pura Vida Miami in a statement. “This neighborhood reflects the energy, creativity and lifestyle that define Pura Vida, making it the perfect home for our New York flagship.”
The Flatiron opening also spotlights Pura Vida’s newest offering, 100% Grass-Fed Steak. The sirloin cut steak adds a delicious new protein option for Pura Vida diners and is now available in:
- The Grass-Fed Steak Plate, served alongside cilantro jasmine rice and paired with a house salad featuring mixed greens, green onion, watermelon radish, pecans and shaved parmesan tossed in the brand’s honey yuzu dressing.
- The Sunset Steak Bowl, featuring cilantro jasmine rice, arugula, avocado, corn salsa, roasted sweet pepper and a side of Pura Vida’s new signature chimichurri, crafted with 100% extra virgin olive oil and fresh herbs.
The new menu additions reflect Pura Vida’s continued focus on high-quality ingredients and protein-forward dining options.
Also unique to the flagship location is the addition of Soft Serve Frozen Yogurt – a first for the NYC region, after seeing a cult-like following for the soft serve menu items throughout South Florida. Sweetened with Allulose, making it a zero-added-sugar treat. Menu options available at launch include:
- Berry Bliss: Tart Greek frozen yogurt layered and topped with toasted coconut, fresh strawberries, fresh blueberries, a honey drizzle, and a pinch of Maldon salt.
- Amalfi Swirl: Tart Greek frozen yogurt topped with a premium toasted nut blend (pecans, pistachios, and almonds), high-quality olive oil, and a pinch of Maldon salt.
The Flatiron flagship opening underscores Pura Vida’s rapid New York growth as the eighth NYC location to open in just two years, joining existing locations throughout Manhattan and Brooklyn. The opening also marks Pura Vida’s 53rd location nationwide, further underscoring the brand’s accelerated expansion and continued momentum across key markets throughout the U.S.
