Moe Aljaff, the creative force behind Two Schmucks, one of Barcelona’s most celebrated bars, known for its relaxed yet innovative approach to hospitality, is embarking on an exciting new project. In the coming months, he plans to open his latest bar, Schmuck, on Manhattan’s iconic streets. We spoke with him not only about the day-to-day operations of launching a new venue but also about his philosophy, approach to bartending and team dynamics, and, of course, his insights on the vibrant New York bar scene.
Can you tell us about the current status of your first bar opening in New York?
We’re incredibly excited to embark on this new chapter in New York. In many ways, this city feels more like home than anywhere else we’ve been. There’s a certain pulse here that aligns with who we are and what we want to create. It feels like we’ve arrived in a place that’s been calling us all along.
What makes it even more special is the partnership I have with Juliette and Dan Bink. We’ve found a synergy that many people search years for. It’s not just about dividing tasks, but working with people you respect, admire, and genuinely love being around. We’re eager to share what we’ve been working on and can’t wait to invite everyone into something we believe will be truly special.
Why did you choose New York as the place to live and open a bar?
A bar is many things, but at its core, it’s a reflection of its guests and owners. It’s about creating a space that feels authentic, where both guests and owners can evolve over time.
I’ve lived all over the world since leaving Sweden at 18, but New York was the first place that didn’t feel temporary. I remember walking through a park and seeing an older man reading The Times on a Sunday morning. In that moment, I could see myself in his place, growing old here. It was like a feeling I’d been chasing for years finally caught up with me.
Juliette and Dan each have their own reasons for loving New York, but for all of us, it’s where we see ourselves building something real and lasting.
What’s the connection between Schmuck and your previous bar, Two Schmucks, in Barcelona?
“Schmuck” isn’t a grand concept—it’s just who I am. When we built Two Schmucks in Barcelona, it was a direct reflection of AJ and me, our personalities, flaws and all.
Now, with Schmuck in New York, we’re evolving that idea. It’s still a reflection of who we are, but this time it’s me and Juliette. We’re older, our tastes have changed, and that’s going to come through in the music, design, and style. We’re still schmucks, but with a bit more polish.
How does the bar scene in New York differ from Barcelona?
The difference between New York and Barcelona is huge. Barcelona is vibrant but compact, heavily reliant on tourism and seasons. It has a village-like feel, even though it’s a big city. New York, on the other hand, is a constant barrage of energy, always evolving and always alive. You can walk into a place after a short time away, and it’s likely changed completely.
New York keeps you on your toes. You’re always discovering something new, and that’s what makes it feel so alive compared to other cities.
What’s the concept behind Schmuck?
It’s a reflection of me, Juliette, and the people closest to us. That’s it.
Can you tell us more about your team?
My team is amazing. Over the past few years, we’ve been through everything together—traveling, consulting, doing pop-ups in cities worldwide. We’ve faced challenges, worked insane hours, and come out stronger for it.
What’s remarkable is that our bond has only deepened through it all. It’s not just a team; it’s a support system. We’ve got each other’s backs, no questions asked, and that kind of trust is invaluable in this industry.
Two Schmucks was built from scratch. What’s the story behind Schmuck in New York?
Not much has changed in terms of how we approach building a bar. With Two Schmucks, we started from nothing, and we’ve carried that hands-on mentality into Schmuck in New York. This time, we’ve had the advantage of leveraging our name to raise funds, but we’ve done it in a way that protects our vision.
Every brick, every inch of the space has been designed and reimagined by us. The idea that we’ve shaped a piece of Manhattan is surreal. There’s one corner in this iconic city that we’ve made our own, and that still blows my mind.
Where do you find inspiration for the bar’s interior design?
From ourselves. It might sound cliché, but it’s harder than it seems. We spend a lot of time reflecting, trying to be self-aware. Sometimes, you have to lean on the people you trust to help figure out who you really are.
We want to create a space that feels like home—a true reflection of us. When a bar is genuine, it’s bound to succeed, but the real challenge is figuring out who you are in this constantly shifting world.
What do you like most about the New York bar scene?
What I love most about the New York scene is how welcoming and supportive it is. During our residency earlier this year, we felt so much love, like the whole city was rooting for us. There’s a sense that everyone here understands the hustle, and that shared experience creates a special camaraderie.
What will your role be in Schmuck?
Both myself and Juliette will be working behind the bar as well as managing the creative vision and operations. Dan Bink is leading the back of house, and his track record speaks for itself.
