Parachute is bringing their modern California sensibility to the East Coast — the Big Apple to be specific. Though their comfortable bedding and bath essentials are designed in Venice Beach, we have to say they’ll fit right in on the other coast. After all, founder Ariel Kaye actually studied in New York at the New School as well as the Gallatin School at NYU. This new store, located in SoHo, will blend art, millwork, furniture and decor from regional artists. It will also serve as a community gathering place, with room for dinner parties, workshops, and other events. We’re chatting with Ariel to learn more:
Hi Ariel! Tell us about the design of the NYC store. What was your aesthetic goal for the space?
The building’s pre-war architecture is celebrated throughout the store. We maintained the original tall front windows so that light from the front would flood the space’s entirety. The store is also strongly influenced by the artistic history of the neighborhood and will be filled with artwork – from lighting to custom furniture – designed by local artisans.
How did you decide on SoHo?
SoHo is famous for its cobblestone streets, historic architecture and design legacy. The area has attracted artists and makers among a wide range of mediums. We couldn’t be happier to be amongst some of the most celebrated brands, artists and restaurants in the world.
How does it differ from Venice? From Portland?
Like Venice and Portland, the New York store features art, millwork, furniture and decor from regional artists. Similar to our other locations, the New York store utilizes custom vertical displays that can be rearranged easily and eschew the stuffy, old-school approach to styling a perfectly made bed. Instead, our stores are designed more like gathering spaces, welcoming customers to relax and engage with the product and people more authentically.
The New York store highlights the original details of the building and incorporates location-specific decor – with tin tile ceilings, large archways, dark oak wood floorings – while maintaining the brand’s neutral, naturally-inspired look.
As a gathering space, we’d love to know more about what guests can expect!
The store includes a working pantry that will double as a display for our tabletop collection. The pantry is accented with a long marble table that will be used for lunch and dinner events as well as workshops, readings, etc. We want to build a community hub in our new SoHo neighborhood to deepen connection with our existing customers and build awareness among those new to the brand.
Finally, do you have a favorite Parachute product for summer?
Our new Striped Linen Quilt is the ideal layering piece for summer. With wide heathered stripes on one side and ultra thin stripes on the other, this quilt brings classic beach house style to your bedroom!
Parachute: 129 Grand St. New York, NY 10013