Hell’s Kitchen got a taste of Milanese magic on Sunday as Caffe’ Rinaldi opened its kiosk in Balsley Park with a sunny welcome, a DJ and a lunchtime line that snaked down the sidewalk.
The new café, which specializes in Italian panini and soft-serve gelato (even inside a brioche bun), drew dozens of locals — including many W42ST readers — for its grand opening giveaway of 100 free sandwiches.
Behind the counter: Riccardo Furlanetto, a Milan native with a vision for bringing life back to the long-dormant park corner. His inspiration? A chance encounter — or rather, a viral one. “There’s a very famous Italian influencer based in New York, Piero Armenti,” Riccardo told W42ST. “He made a video passing by the kiosk when the previous owner had a sign up saying it was for sale.” Within minutes, Riccardo’s mom — watching from Italy — messaged him the clip. “Five minutes later, I was here negotiating for the space.”
He admits the spot had seen better days. “It was full of delivery bikes and not well cared for,” he said. “But I saw the potential if we could clean it up and give it some love.”
Riccardo Furlanetto, a Milan native with a vision for bringing life back to the long-dormant park corner. Photo: Phil O’Brien
Now, Caffe’ Rinaldi’s orange-and-white awnings, striped umbrellas and crowd-pleasing sandwiches have transformed the corner into a feel-good foodie destination. The menu features a tight lineup of panini — each dubbed a “Rinaldino” — with fillings like mortadella and pistachio mousse, speck and marinated mushrooms, and even a gelato-stuffed option for hot summer days. All ingredients, Riccardo proudly notes, are imported from Italy (except the brioche buns, which are locally baked).
The name Rinaldi, while not Riccardo’s own surname, is a tribute to a close family friend in Italy. “It’s about bringing a bit of home here,” he said.
Before launching Caffe’ Rinaldi, Riccardo was already known on the Upper West Side as one of the co-founders of Pizza Collective, the Roman-style pizzeria he opened in 2020 with chef Gabriele Voci. The pair, both from Italy, brought a healthier take on traditional pizza to New York — using long-fermented sourdough and 100% Italian ingredients.
The menu features a tight lineup of panini — each dubbed a “Rinaldino” — including this one with Italian ham, Swiss cheese and Green Olives Mousse. Photos: Phil O’Brien
The kiosk’s previous approval expired in 2019, with its last operator reportedly opening at sporadic hours. Riccardo plans to be open daily from 7am to 7pm, weather permitting, with an emphasis on consistency and community. “This park needs life during the day, not just in the evenings,” he said.
Balsley Park, a privately-owned public space tucked between W56th and W57th Streets on 9th Avenue, was once praised as a model for reclaiming failed urban plazas. After falling into neglect, the park recently underwent a $200,000 refresh following Manhattan Community Board 4’s push for landscaping, repairs and security improvements — a condition for recertifying the dormant kiosk.
As Riccardo watched the line of customers chatting, snapping photos and enjoying their free sandwiches, he beamed: “We just want people to pass by, stop, talk to us, and come back. This place isn’t forgotten anymore.”