White Street restaurant by Nella Vetrina, New York – US

October 20th, 2014 by retail design blog

White Street is the newly opened addition to the New York City restaurant scene. Located in TriBeCa, the restaurant has already garnered glowing reviews for both its carefully curated cuisine by Chef Floyd Cardoz and design by Nella Vetrina led by Creative Director, Steven Brister. Within weeks of opening, the restaurant was selected to hold a Democratic fundraiser with President Obama. White Street is the creation of media personalities, moguls and restaurateurs Dan Abrams and Dave Zinczenko, together with restaurant vet Christine Cole the former general manager of Bond Street, a New York favorite. The restaurants chef Floyd Cardoz is known for his stints at popular New York restaurants North End Grill and Tabla and may be a familiar face to fans of Bravo’s “Top Chef Masters” which he won.

Steven Brister, Owner and Chief Creative Director of Nella Vetrina, led the design process of White Street’s interiors. Brister’s branding and marketing experience together with his design led role as Nella Vetrina’s Creative Director where he oversees the creative direction of the brand along with various design led projects was selected for their brand meets design led approach to design. On awarding the bid to Nella Vetrina, White Street’s Christine Cole explains, “My partners and I began the design process for White Street with a brief which outlined our concept of “Old School New York”. I have known Steven for many years and knew that his method of merging design and branding would be ideal for execution of our vision, which he not only succeeded at but also was able to take it steps further.”

Knowing the importance of branding and marketing in the development of Nella Vetrina’s design concepts, Brister applied this to his vision and design of White Street’s interiors. He explains, ”Using branding and marketing as a starting point for the overall concept design is an idea that is gaining traction in the industry and one that I work with everyday. Christine, Dan and Dave had a strong vision for “Old School New York” and I felt it was important to enhance their direction strategically through adding a sophisticated and glamorous addition to the design. I wanted to ensure we took a distinct and different direction on “Old School” to achieve a space that is truly distinct.”

White Street’s “Old School” concept gives a nod to it’s 19th century building with the exterior originally designed in Italianate and Second Empire style by architect Isaac F. Duckworth. Brister incorporated pieces from Nella Vetrina’s luxury lines including crystal chandeliers and Venetian mirrors, showcased by the spaces soaring ceilings. The prevailing accent color of the design is a rich emerald green, which can be seen in velvet drapes throughout the main dining room as well as the bathroom tiles, personally sourced from London by Brister. Curved black leather banquettes make a bold classic statement in the main dining room, and provides a contrast to the eclectic mix of colorful upholstered occasional chairs in the bar and lounge area, providing a more casual dining experience.

Floor to ceiling black lacquered columns and black & white marble floors serve as classic design elements. A spectacular focal point of the dining room is a skylight restored with 1000 pieces of hexagonal shaped glass. Details including artwork sourced by Brister and Cole from Charles Johnson of Curated Galleries, sweeping ceiling soffits in hand-painted antique brass and more antique brass accents referencing the ‘old school’ vision. Inspired by the building’s architect, Brister unofficially named White Street’s bar the ‘Duckworth Bar’. The design features architectural elements and detailing featured throughout Duckworth’s work in SoHo and Tribeca.

Design by Nella Vetrina

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