Allston just scored a serious new dining playground. Novo Marketplace, a 20,000-square-foot food hall on Brighton Avenue, quietly opened with a soft launch on Friday, May 1, bringing together a rotating lineup of local and international Asian-focused vendors and seating for roughly 200 people. For now, service is intentionally limited as more stalls get up and running over the next few weeks.
According to Axios, Novo debuted with shortened hours on opening day (noon to 8 p.m.) but is expected to operate seven days a week and extend its regular schedule soon. The outlet reports that the space includes a stage and a ceiling-mounted projector for music and events. Parking is tight, with only a few spots tucked behind the building and the rest reliant on street parking along Brighton Avenue. Owner Winson Chen told Axios he aims to expand hours over the next few weeks and is weighing whether to seek a liquor license once operations are running smoothly.
What's inside
Per the market's official site, Novo is built out for 16 permanent stalls plus three popup spaces, with several named concepts already on board. Vendors include Cotti Coffee, Molly Tea, Zhengxin Chicken, Fluffy Fluffy Dessert Cafe, and Tabla Express, among others. The site also highlights that hours and menus will shift as more operators open their doors; check Novo Marketplace for the latest lineup and details.
Hours, licensing and neighborhood concerns
The Boston Licensing Board signed off on the food hall plans and a portion of the operating hours after reviewing the proposal, including a move by owner Winson Chen to dial back an original request for a 2 a.m. closing time, according to Universal Hub. Board chair Kathleen Joyce requested a detailed security plan for late-night operations, and Chen agreed to introduce later hours in phases so the hall can prove it will not create problems after dark. Universal Hub notes that Chen told the board he would only consider applying for an alcohol license after several months of trouble-free operation.
Why it matters for Allston
Novo is landing in the middle of a broader Boston trend: food halls and multi-concept dining spaces that have delivered both hits and high-profile struggles, making Novo a cautious test of how much appetite there really is for shared dining in Allston, per Boston.com. The marketplace blends neighborhood operators with international chains - a mix its backers hope will resonate with students, families, and long-time Allston-Brighton residents.
Chen's team has a larger grand opening penciled in for later this summer, with more programming and vendors expected to join as operations stabilize, according to Axios. Until then, visitors can expect a slowly expanding roster of stalls, a stage ready for live events, and a steady roll-out of new concepts over the coming months.
