Lilly’s Second Magazine Street Location: A Five-Year Wait and a Changing Retail Mix

As NOLA.com reported, Lilly Vuong said, "We have to be patient, patient, because otherwise we'd go crazy."

She was talking about the second location of her restaurant, Lilly's Cafe, on lower Magazine Street. She bought the building in October 2020. The plan was simple: a bigger sibling to her original noodle house at 1813 Magazine, a mile or so up the road, with more seating and a menu that could finally stretch past pho and banh mi into the street-food shareables she'd always wanted to serve. She figured it would open within the year.

It didn't open the next year, or the year after that. If you live in the Lower Garden District or Irish Channel and you've walked past 3329 Magazine wondering what was taking so long, the answer is a five-year process that reflects a broader shift on this stretch of the city: two very different kinds of businesses are moving onto the same six blocks right now, and they are not moving at the same speed.

Two Timelines, One Street

Vuong's conditional use variance came through in 2021. It expired before construction wrapped. She refiled. Costs climbed. Then, in 2024, the second floor of a two-story building across the street from her future restaurant collapsed, one of a handful of unrelated building failures that unsettled the block that year, and it crushed her car in the process, a beige Toyota Camry parked at what turned out to be exactly the wrong curb. She found an identical Camry for sale nearby and bought it for a few thousand dollars, because at that point replacing a car with its twin felt like the least complicated decision available to her.

This March, the New Orleans City Council signed off on the paperwork, a conditional use permit tied to Zoning Docket 009/26, clearing the last hurdle for the second Lilly's to operate as a standard restaurant. Vuong has said she's aiming for this summer. As of this writing that's still the target, not yet a confirmed open date, which tells you something on its own: even the last mile of a five-year process doesn't move on a fixed schedule.

Vuong said in comments reported by NOLA.com, "I've been paying mortgage for this for five years." When it does open, she's said it'll lean into the fun, informal side of Vietnamese cooking, street-food snacks and shareables rather than a straight copy of the original menu.

National Retailers on Magazine Street

Meanwhile, further up Magazine, past where the Irish Channel's own frontage on the street gives way to Uptown, a different kind of opening has been happening at a completely different pace. Reformation, Le Labo, Tecovas, and Hill House Home have all chosen Magazine Street for their first New Orleans storefronts this year. They're moving into a corridor that already includes Warby Parker, Marine Layer, Indochino, Free People, and UnTuckit, a cluster that took root in the 3900 block roughly a decade ago and has kept growing, with at least two more national names reportedly planned before the year is out.

Casey Burka, a principal at the commercial real estate firm Ben and Burka, put it plainly to a local business outlet: that stretch is the main hub for national retailers entering the market, because those are the tenants who can pay what the street now costs.

"There's a lot going on there in one retail strip that you don't see in other parts of the city."

NOLA.com quoted Rich Stone, a senior sales and leasing associate at NAI Rampart, describing why Magazine still has staying power even in a soft retail climate. He also noted the strip has real advantages over the French Quarter right now, and that a chunk of that appeal traces directly to the wave of change in neighborhoods like the Irish Channel next door.

The century-old brick building at the corner of Magazine and Foucher, once Harry's Ace Hardware, was renovated a few years back and now houses two more national tenants, Shade Store and Visual Comfort. Gale Singer, who leads Visual Comfort's direct division, said the Houston company picked Magazine Street because of its creative identity, shaped by history, craftsmanship, and design culture that a strip mall can't fake.

Demand from these deeper-pocketed tenants has pushed asking rents past $50 a square foot in places, which has priced some smaller shop owners out entirely.

Different Businesses, Different Capacity to Wait

Put those two stories side by side and the pattern isn't subtle. A single-location owner-operator, financing a buildout on one restaurant's cash flow, absorbs every month of permitting delay as a direct cost, a mortgage payment with no revenue behind it, for five straight years. A national retailer entering with a real estate team and a balance sheet built for exactly this kind of timeline treats the same delays as a line item, not a crisis. Both are legally clearing the same city processes. Only one of them feels it personally.

This isn't a story about the neighborhood being hostile to small business or friendly to big business. It's a story about who can afford to wait, and about where the money actually lands. The retail boom is happening just past the Irish Channel's own edge, alongside changes in the neighborhood, while the small business trying to open inside that same neighborhood spent five years financing an empty building. The original Lilly's, built from nothing in 2011, is the starting point for this second location. National retailers have more resources to absorb delays, while their storefronts are part of the changing retail mix on Magazine Street.

Longstanding Businesses on These Blocks

Some longstanding businesses are part of what makes these blocks distinctive:

• Turkey and the Wolf, at 739 Jackson Avenue, where chef Mason Hereford turned a sandwich shop into a Bon Appétit Best New Restaurant in America pick back in 2017 and never dialed it back.
• The Bulldog, at 3236 Magazine, a beer bar running since 1994 with around fifty taps and a hundred bottles, plus a burger that's been quietly good the whole time.
• Banh Mi Boys, at 3244 Magazine, doing the Vietnamese po-boy variation that only makes sense in this city.
• Molly's Rise and Shine, known for pushing breakfast somewhere more interesting than eggs and toast, from a Grand Slam McMuffin to a roasted carrot yogurt bowl.

None of these needed a decade of national capital behind them. They just needed the neighborhood to keep showing up, which it has.

The Park That Took Two Centuries

If Lilly's five years feels long, Coliseum Square Park is the neighborhood's reminder that some things here move on an entirely different clock. Barthélémy Lafon laid it out in 1806 as the centerpiece of a new American suburb upriver from the French Quarter, a triangular green meant to hold a Greek-style coliseum that was never actually built. The name stuck anyway. The surrounding streets got named for the nine muses, which is still the reason Melpomene and Terpsichore show up on your GPS.

The park got fountains and curbing in 1895. It fell into disrepair, then got rescued again in the 1970s, after neighbors formed the Coliseum Square Association in 1972 and hired a landscape architecture firm to rebuild the walks, lighting, and benches. One of the two water features from that restoration is still there today. It remains one of the most dog-friendly stretches of green space in the area, a three-block wedge of live oaks where the neighborhood's pace slows all the way down, on purpose.

The Parade's Long History

Then there's the Irish Channel Corner Club, which has been marching on Mardi Gras Day since 1918, minus a break during the Depression when it disbanded in 1932 before reorganizing in 1947. It still parades through the Irish Channel, Uptown, and down St. Charles Avenue every year, alongside the separately organized Irish Channel St. Patrick's Day Parade, which ran its 79th consecutive edition this past March with thirty floats following noon Mass at St. Mary's Assumption Church.

Two different organizations, both with long histories, continue to show up. That's the other half of what makes this neighborhood work. Some things here can spend five years in the works. Some things take five months. And some traditions continue after interruptions.

If you've been circling a move onto one of these blocks and want someone who actually tracks which storefronts are worth the wait, the Francher Perrin Group knows this stretch of Magazine Street block by block, permit by permit.

This article is general information, not legal, tax or financial advice. Consult a qualified professional about your situation.