Alireza Niroomand, Creative Director of Sant Ambroeus in New York
Sant Ambroeus’ Soho outpost is like something out of a movie: very New York, but also very European, with every character you can think of making a cameo. Regulars include Olivia Palermo, Brian Atwood, Garance Dore, and the like, and it’s by no means uncommon to catch a movie star at the bar with an espresso. The pasta is good, but the atmosphere is even better – all curated by Alireza Niromand, Creative Director of Sant Ambroeus. The man behind the Insta-famous panel wall, artist installations, and branded collaborations with names like Bobbi Brown, Maison Kitsune, and Baron Von Fancy (to name a few) shares his New York secrets.
Place of birth:
I was born in Iran and grew up in Paris
How long have you been in New York?
It’s my 15th year in NY. I thought I would come for a year, but I could never leave. Since then, NY has been my drug of choice and lover.
Favorite New York Neighborhood:
The West Village that reminds me most of the old continent.
Favorite memory of New York:
A secret party thrown into a water tank turned into a hot tub. The strangest moment in New York.
Favorite shops in the neighborhood::
McNally Jackson on Prince, one of the last remaining bookstores.
Best French restaurant::
Le Bilboquet or Orsay on the Upper East Side
Favorite dessert in New York::
No, I won’t say the cronut! Under no circumstance
Favorite place for cocktails::
The Carlyle, I haven’t found the same vibe downtown yet. Count me in.
The wine you order the most:
Pinot Noir from Burgundy preferably
Favorite clothing brand:
Daniel Cremieux, who is fortunate enough to be a brand ambassador. If your looking for suits, look no further
Favorite art gallery:
Hauser and Wirth
Favorite activity on Sunday:
Quite simply: good time with my children
Last high-end purchase:
My third child !!!!!
Favorite New York Historical / Legendary Place to See or Explore::
I never get tired of walking in the park … I mean
Describe New York in three words:
What is the secret of your success?
Photos courtesy of the SA Hospitality Group.