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:

Perrotin Gallery

David Zwirner

Hauser and Wirth

Mary Boone

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.

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