Haute Secrets: Alireza Niroomand, Creative Director of New York’s Sant Ambroeus

Sant Ambroeus’ Soho outpost is like something out of a movie: very New York, but also very European, with every character you can imagine making a cameo. Regulars include Olivia Palermo, Brian Atwood, Garance Dore and the like, and it’s not at all uncommon to catch a movie star having an espresso at the bar. The pasta is good, but the atmosphere is even better — all curated by Alireza Niromand, Sant Ambroeus’ Creative Director. The man behind the Insta-famous plate wall, artist installations and brand collaborations with names like Bobbi Brown, Maison Kitsune and Baron Von Fancy (to name a few) shares his New York secrets.

Birthplace: 

I was born in Iran and grew up in Paris

How long have you been in New York? 

It’s my 15^th year in NY. I thought I would come for a year but I was never able to leave. NY has been my drug of choice and lover ever since.

Favorite New York neighborhood:

The West Village, which reminds me the most of the old continent.

Favorite New York memory:

A secret party thrown in a water tank, turned into a hot tub. Most whimsical NY moment.

Favorite neighborhood shops:

McNally Jackson on Prince, one of the last bookstores standing.

Best French restaurant:

Le Bilboquet or Orsay on the Upper East Side

Favorite New York dessert:

No I won’t say the cronut! No way

Favorite spot for cocktails:

The Carlyle, I have yet to find the same vibe downtown. I am on it.

The wine you order most:

Pinot Noir from Burgundy preferably

Favorite clothing brand:

Daniel Cremieux, who I am lucky enough to be the brand ambassador. If you are looking for suits don’t look any further

Favorite art gallery:

Gallerie Perrotin

David Zwirner

Hauser and Wirth

Mary Boone

Favorite Sunday pastime:

Very simple: Quality time with my kids

 Last high-end purchase:

My third child!!!!!

Favorite historic/legendary New York place to see or explore:

I never get tired of a walk in the park… I mean

Describe New York in three words:

EX-PEN-SIVE

What is the secret to your success?

Humor

Photos courtesy of S.A. Hospitality Group.