In New York, a city known for its grit and grandeur, few people capture its characters like Nicolas Heller. Better known as New York Nico, he’s become a genuine link to the city’s culture. Over the past decade, Nico’s work has become synonymous with the city itself—raw, authentic, and enduring.
Rotating between filmmaker, the “unofficial talent scout of NYC,” and now author, Nico’s latest endeavor, New York Nico’s Guide to NYC, is a heartfelt dedication to the places and people that make New York extraordinary. This book isn’t just a guide—it’s a scrapbook of relationships and a portrait of the small businesses that bring New York to life.
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I stumbled upon Nico’s work through Looping, a short film he created for Rolling Stone that captured the mesmerizing world of Matthew Silver, one of New York’s eccentric street performers. That was nearly a decade ago, and since then, I’ve been tracking Nico’s evolution—from his early days as a filmmaker, documenting the lives of everyday New Yorkers, to becoming a commercial director working with brands like the MTA and Nike. Yet, through all his successes, Nico’s work remains rooted in a genuine love for New York’s underrepresented voices, spaces, and stories.
In our recent conversation, I was reminded why Nico has remained faithful in his approach. “People call my Instagram my love letter to New York,” he tells me, with a hint of reluctance. “I hate that phrase; it sounds kind of lame and cheesy. But I really can’t think of anything better.” His hesitancy to embrace such a sentimental description seems ironic because, at its core, Nico’s work embodies love—though of a fiercely New York kind, more grit than gloss, more candid than cultivated.
Nico’s journey to creating this guidebook was organic. “For years, people would ask me for recommendations,” he explains. “Not just tourists—locals, too. Everyone wants to know where to get the best slice, find the quirkiest shop, or meet the city’s most memorable characters.” New York Nico’s Guide to NYC maps the places he knows well and the people he’s come to cherish. It captures icons like Lucy from Yu and Me Books, Yuval at Liebman’s Deli, and Jamal at Village Revival Records. “It’s as much for locals as it is for tourists,” Nico says. “Maybe you’ve been to Ray’s Candy Store a hundred times but don’t know Ray’s story.” This book makes sure you do.
One of the most striking aspects of Nico’s work is his ability to form connections, not as a passive observer but as an active participant in the lives he documents. During the pandemic, he leveraged his platform to support struggling businesses across the city, like Henry’s Army Navy Bags, whose GoFundMe raised $50,000 within a day after Nico shared his story. “I didn’t realize the power of social media until then,” Nico reflects. “It wasn’t just about likes or follows. People actually cared and wanted to help.” What began as a simple Instagram post grew into an ongoing mission to amplify the stories of these businesses, many of which have become his close friends.
This underlying theme of community runs through Nico’s book. He doesn’t just list addresses; he shares experiences, anecdotes, and personal connections that make each place feel alive. It’s a guide, yes, but also a checklist for discovery, allowing readers to track their visits to each spot, each New York gem. “I wanted the book to feel fun, unlike a traditional guidebook. That’s why I worked with Chris M. Wilson, who has this old-school, Where’s Waldo style. I wanted the cover to be a mashup of New York’s neighborhoods—a fictional blend of all my favorite people and places,” Nico tells me.
When I asked Nico if there was a guiding principle behind his work, he paused before answering, “I don’t know if it’s a lesson, but friendships are important to me. Connection is important.” That profoundly ingrained value is perhaps why Nico’s projects feel more like collaborations than productions. In a world where the term “influencer” is thrown around so carelessly, Nico has managed to carve a role exceeding social media labels. His influence isn’t just a number on a screen; it’s a network of genuine relationships, a testament to his commitment to community.
As we wrapped up, Nico invited me to his private book launch, an intimate gathering of friends and collaborators—a proper New York mix of personalities who’ve become his family over the years. Of course, I went. In just a few hours, I got to talk with and see many of the people Nico has been capturing over the years. It was like stepping inside his Instagram feed as if I’d put on a Ready Player One headset.
Before heading out, I was one of the last to leave the event at the iconic East Village barbershop Astor Place Hairstylists, featured in Nico’s film Big Mike Takes Lunch. I said my goodbyes to Nico, thanked him for the invite, and congratulated him again before returning to Broadway for my evening walk downtown. There was a quiet satisfaction in his expression—not from any desire for acclaim but from knowing he’d created something authentic, a book that captures his journey and the people and places that shape New York daily.
What I took away from my conversation with Nico is that this book is more than a list of locations; it’s a way of preserving stories, connecting people, and championing the voices of a city he’s lived in and loved his entire life. In his usual humble way, he waved off praise, but it was clear: New York Nico’s Guide to NYC isn’t just a guidebook—it’s a portrait of New York that is as unfiltered, chaotic, and beautiful as the city itself.
Buy New York Nico’s Guide to NYC: Yu and Me Books or Follow @newyorknico on Instagram
