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Feeling at Home in SoHo - Jonathan Adler


Feeling at Home in SoHo - Jonathan Adler

Sabi Datoo-Lalji

In the heart of Soho, amongst the architectural haven of old New York and some new-age NYC resides a little slice of zen called Jonathan Adler. You may have heard the name many a time and may have even seen the store in other parts of the City, however, there is just something about the Soho location, apart from it being the first ever namesake store, and it's interior nirvana that makes your soul dance. 

Upon entering Jonathan Adler, aside from the itch of wanting every single objet d'art in sight, I was welcomed with a sense of calm and color. It was enough to make me feel as though I was anywhere but New York. Browsing through the lush furniture and smaller soft-accessories, I noticed that this was also a brand that was laced in a do-good ethos, with the fundamentals of pure fun. 

Starting off his career making clay pots and having Barney's as one of his stockists, Jonathan Adler vowed to never have a real job again. If I could work in a multi-tonal soft-furnishing paradise day in day out, I wouldn't consider it 'working' either. 

From large pieces of furniture to teeny, tiny accessories, Jonathan Adler has also had an impressive list of collaborations along the way. One of my favorites would have to be the RED collaboration which promises to donate 10% of the sales from the brand's Special Edition Tomato candle to someone living with HIV in sub-Saharan Africa. 

Jonathan Adler Soho 2 by Homer Parkes.jpg

Mr Adler has found a way to create a unique shopping experience that stretches farther from the day to day transaction. It feels special and unique. From the service you get in his store to the joyous feeling you get from making a purchase, he has managed to add experiential retailing to his resume, and I for one forgot I was in New York. Job well done Jonathan!