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.



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 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:


What is the secret to your success?



Photos courtesy of S.A. Hospitality Group.