The large former Design Within Reach space next to Books & Books, in the rear of Lincoln Road’s historic Sterling Building, is slated to become a food hall called the Sterling Market. One of the future tenants, Mr. Bing, the Wynwood shaved ice cream parlor, has already opened in a temporary fashion near the front of the space.
According to the very nice lady behind the counter Mr. Bing, which will be permanently located about 15 or 20 feet behind its current spot near the front window when the whole schmegegge is done, opened “like four days” ago. I tried the shaved ice cream and, besides it looking a hell of a lot like a good brisket to me, I wasn’t all that impressed with the flavor. Who screams for ice cream that tastes like air?
Anywho, Sterling Market, which so far has pretty much gotten no publicity, is at least the third food market coming to locations along Lincoln Road. There’s the Time Out Market food hall coming around the back of the 400 block, and the very fancy looking Lincoln Eatery moving into the space underneath that new Marshall’s that opened on Meridian, complete with a roof deck bar a few stories up. To those who have lamented the loss of restaurant space on Lincoln Road to the crush of more and more retail, well here’s your answer. The mall is getting three food courts.