Flâneuse in New York City, n. 1
A growing list of unique places for the curious
A few months ago I read Flâneuse, Women Walk in the City, written by Lauren Elkin. The author describes how the figures of women and cities interact through renowned women writers and their works but also through her own experiences. The narrative unfolds across vivid capitals: Paris, New York, Tokyo, Venice, and London. It's a reflection on how an observer navigates the streets of these cities, as a privilege and for pleasure molds the individual and their creative endeavors but also how it leaves an indelible mark on the city itself.
As a creative director, the quality of my work comes from active research in the studio, but also from keeping an eye on things in my free moments. I feel like it's when I embody the flâneuse that crucial discoveries happen that change the course of a project.
With this idea, I begin a series of sharing precious finds, which perhaps serve as a reference for your wanderings too.
Places where life happens in a peculiar way, where products and services are good in a new way, a coffee shop so charming that it makes you want to go and build something. It's not an ultimate guide; It's a little of everything, this is how I start the list:
John Derian Company
This store is a formidable example of what a brand universe as a result of well-done curation is. I say curation in the most appropriate sense of the word: it has an active, intervening character. The curator is the person responsible for the selection, organization, care, and interpretation of a collection of artworks and artifacts of cultural and aesthetic significance.
Ephemera, ceramics, furniture. A collection of fabric brooches made in Afghanistan. Hand-embroidered cushions in beautiful Liberty fabrics. Antique sculptures were made in Germany over a century ago. A little of everything—eccentric and extraordinary.
Nalata Nalata
A delight for the eyes, perhaps a rest in the middle of Manhattan. Everything is beautiful, calm, and makes sense. It's like a gallery of design objects, with a minimalist feel in a special way: everything has a warmth of human touch that craftsmanship brings. I could live there.
The name Nalata Nalata derived from the nicknames of the founders' family, who only later learned it also means “for years and years” in Polish. What a happy coincidence! This store is as close to the timeless design as I can think of.
La Cabra
Hands down the best pastries in town. The place is beautiful, charming, and elegant.
New York is incredible for attracting things from such different places. This café brand is from Denmark, has locations in Thailand and Oman, and two in the United States (East Village and Soho). The use of large electronics is not allowed, so it is good for a break and to reduce anxiety.
The opposite of an idle mind is the devil's workshop, a full belly is the atelier of creativity. Pleasures like this change everything!
Gohar
Gohar gift shop with a unique assortment, chaotic, luxurious, and inspiring. It is a luxury brand for the memorable host, with products of decoration and humor taken seriously.
When we build brand communication with Scharf studio clients, we always bring external cases from companies that can indicate where the brand takes place. This impacts the name, photography, and almost everything. Gohar, for example, uses the home table as the place for branding, which even defines product assortment.
*We have never worked with Gohar, it is just an example. But if Gohar is reading this, it would be a DREAM to work with you!
Coming Soon
It's another gift shop, but for gifts for yourself, I would say. Or if it's for someone, it's to impress (the shop even categorizes products that way too). It's for the refined maximalist.
Everything is quite vibrant and particular, with products from Dusen Dusen, Dada, Gaetano Pesce (huge fan), Fornasetti, Campana Brothers (Brazilian excellence), and even Gohar itself.
I feel a rush of dopamine when I go there! It makes you want to take risks with colors and shapes, and once again, take yourself seriously but with great kindness and joy.
I hope you wander around and discover these places and have a great time—and please let me know if you do!
That's all for today, see you next time!
Isis
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