Where Smoked Fish Is Always In Style

To celebrate its flagship New York City store’s fifth anniversary, Nordstrom has partnered with one of Manhattan’s most iconic restaurants, Barney Greengrass.

Also known as “The Sturgeon King,’ this Upper West Side classic has been around for over a century and – along with Harlem’s Apollo Theater and Café Dante and Casa Magazines in the West Village – is partnering with the Seattle-based department store on its newest marketing campaign, which aims to celebrate “For Everything New York.”

The new ads can be seen across the city with a fashionable mother and son visiting the fish counter and pointing at the wide variety of smoked fish available. Along with the photos, which were captured by noted New York photographer Daniel Arnold, Nordstrom is also releasing video interviews with each of the business owners, including third-generation owner Gary Greengrass. Watch the clip here, and if you're looking for some great merch to support "the Sturgeon King" without visiting in person, check out this collab with J. Crew to celebrate Barney Greengrass' 100th anniversary.