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Inside TED


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everybody works. OUR MISSION is to transform the way you think

about it. At The Roger, we


WHAT YOU DO IS AS IMPORTANT AS THE poise and style WITH WHICH YOU DO IT. think & design for the professional

We , to inspirit the person you SPEND THE MOST TIME BEING.

We believe that inspiration should follow you from hobby to career, home office to corporate headquarters and be




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Features 12




The Perfect Recipe for Home-Cooked Adventures

Staplers, Rulers and Pens… Oh, My!





The Stage Behind the Stage For the Ideas Heard ‘Round the World

Dapper Delivered

12 COVER: TED offices. p. 130

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Roger’s Corner 7 10


Innovation 30









Hunt No More: The Online Surfacing of Vintage Finds

Livin’ the Sweetlife

Master Craft Mixology


Diamond In The Rough

Perks 96


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Workwear 98 110

GEORGINE Work Where?

BONOBOS Chummy in Chinos








Picture of Health

Good Clean Fun

Savor 184

THE BUSINESS BREAKFAST Daily Candy’s Guide to Acing the Most Important Meal of the Day


SPRING LOADED UrbanDaddy’s Ultimate Springtime ShortList


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Please join other Americans in our national effort to register 20 million new donors in 2012.

On to the Next One. When we hit publish to send our inaugural issue out into the world eight weeks ago -- no longer in our hands, cast off and all grown up -- everything fell still for just a second as we wondered what you would think. Our mission, important to us but unbeknownst to most, was unleashed on anticipatory readers and the result was overwhelming. Thanks to you we’ve experienced over half a million page views and our inboxes have been flooded with reader support and new ideas for upcoming issues. We are thankful and we are humbled, but more importantly we are excited to bring you more. Technology, entertainment and design are at the heart of what we strive to integrate here at The Roger, so it was a perfect pairing when we stepped into the home of TED (p.130), one of today’s most progressive companies and thoughtful brands, to discuss the creation of “Ideas Worth Spreading”. A look into the company that brings some of the world’s most inspiring people and critical ideas to the masses is sure to inspire you. Over the course of the last two months we’ve tried very hard to take into account your fantastic and constructive feedback as we continue to shape our craft. One of the things we’ve tried to bring to this issue is a bigger focus on what work is to different people. We sat down with up and coming designer Georgine Ratlebaum (p.98) whose labor of love drags her around the globe to piece together the parts that make her fashion line conspicuous. We thought hard about the industries in which a typical day looks very different than the norm, sitting down with industry leading recording label The Cutting Room (p.52) for a day in their studio.

In our quest to redefine lifestyle, we tapped into brands that embody a new age of workforce but also looked at what it means to work at those companies and identify with those enterprises. We got a tour from The Guides at Bonobos (p. 110) and visited their traveling cohorts at Trunk Club in Chi-town (p.172). We worked with our friends at DailyCandy and UrbanDaddy to guide you through two very important workday meals, breakfast and happy hour, and the outcomes are flavorful. This issue breaches new ground, uncovers new definitions of work, and continues to expand on your favorite parts from Issue I. Spring is upon us and with that we encourage you to dive in and explore the brighter possibilities of your every day. Happy Spring and a sincere thank you again from The Roger team. Sincerely,

Alexa Baggio Founder & Editor in Chief April - May 2012 \ 7


photo editor

executive director

creative director






Connect with us on Facebook

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Follow us on Twitter

Follow us on Pinterest

jordan blumberg

A Texas native and anthropologist at heart, Jordan has a passion for discovering and savoring the more beautiful aspects of life: fashion, food, and traveling. Conducive to this nature, she spends her days testing soon-to-open restaurants, meeting with fledgling designers and entrepreneurs, and smiling at her own puns. Jordan is currently the New York editor at

meg ferron

Meg Ferron is first and foremost a mother and creative thinker who believes in learning something new everyday. She owned a home accessory, gift and furnishings store before becoming engrossed in the social media world and blogosphere. On her “days off” she is actively engaged in charitable organizations chairing the Board of The Community House and Women of Tomorrow.

jessica reuben

As the NY Editorial Director for UrbanDaddy, Jessica Reuben has all ten of her fingers on the pulse of New York City. She spends her days, nights, (and late nights) navigating through the madness of Manhattan, to uncover the best that the city has to offer in nightlife,

carol romanoff

After studying Design and Environmental Analysis at Cornell, Carol’s career began in textile design, which segued into the home furnishings business. Working with designers, furnishing retailers, artisans, and private clients, Carol is an artist’s representative and an interior design consultant.

CONTRIBUTORS April - May 2012 \ 9




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KITCHEN The Perfect Recipe for Home-Cooked Adventures photography by Sam Deitch

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Some say you can find everything in New York. This is certainly true when it comes to food. It’s arguable that authentic forms of every cuisine under the sun are locatable here, but the same doesn’t hold true for those craving home-cooked comfort after a long day.

We all have our reasons for avoiding pots and pans, which usually come down to little time, little skill, little sleep, and/or little space. But if you’re starting to feel a bit disappointed that your paychecks may as well be made out to Seamless Web and your neighborhood waitstaff knows you better than your own mother does, help has arrived. Thriving inside a 19th-Century carriage house and a stone’s throw away from the Union Square Greenmarket is Haven’s Kitchen, a supper club, food school, and event space designed to make you feel at home while teaching you a thing or two.

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Founded by lifelong New Yorker and mother of five Ali Schneider, after completing her Masters in Food Studies at NYU, the business was born of a dream to educate people, and in doing so, increase the demand for locally and sustainably grown produce. “Haven’s Kitchen aims to demonstrate that eating sustainably is synonymous with eating well. Our philosophy is that personal wellness and the well-being of our planet are intricately and permanently connected,” says Schneider.

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“Our o 20 \ April - May 2012

r philosophy is that personal wellness and the well-being of our planet are intricately and permanently connected.� April - May 2012 \ 21

The space itself is thoroughly multipurposeful, with the first floor housing a shop and coffee bar, plus an instructional kitchen. The shop features sustainable gourmet ingredients, chic kitchen items, and a cafe serving up La Colombe coffee and fresh pastries. Exposed brick and original hardwood floors are the backbone for the beautifully decorated space: “we want Haven’s Kitchen to feel like an inviting home and I definitely think we’ve accomplished that.” The expansive industrial kitchen in the back is where classes are held. Taught by guest chefs and in-house team members, a wide array of class offerings cater to cooks and the clueless alike. Class subjects are typically guided by what’s in season -- instructional and informative with a lot of fun packed in. From cake decorating to tequila and fish taco tasting, there is a homegrown adventure to be found at Haven’s Kitchen, no matter your level of experience in the culinary arts. “Our goal is to create a space where people can enjoy the process of making food, and leave fear at the door. We want to inject cooking with a sense of spontaneity and excitement. We want to eliminate the fear that surrounds cooking and eating. We want people to realize that they will never be perfect cooks. Instead, they can strive to be thoughtful cooks, and transform simple foods into spectacular dishes.” 22 \ April - May 2012

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So who comes to Haven’s Kitchen? Rest assured that while “Uptown moms” benefit from daytime class availability, the nighttime date scene is full of busy professionals attending classes or private events. The private space on the second floor boasts a beautiful dining room and living room, and the Haven’s Kitchen team will customize menus based on guests preferences and needs. “Our only boundary is that if it’s not in season, we won’t cook it! What could be a difficult selling point actually becomes a really great teaching moment for guests that might not be aware of our philosophy” -- eating seasonally and supporting what’s local. This spring, warm weather will bring about garden parties on Haven’s Rooftop as well as the opening of the Brunch Club, which will give guests “a return to the lazy, delicious Sunday, spent with family and friends, preparing and enjoying delicious food and drink.”

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Hunt No More: THE ONLINE SURFACING OF VINTAGE FINDS An Interview with CEO R. Adam Smith

How did VandM come to be? VandM started in 2006 as a subscriptionbased online marketplace that represented vintage furniture and antique dealers around the world. We were really just recreating the offline antique experience, online. In the years since, VandM grew from solely a listing site for vendors to an influential e-commerce site supported with strong editorial content. Explain the juxtaposition of vintage and modern in your company name. We believe Vintage and Modern is the real way people live around the world. Life isn’t just contemporary or modern. It isn’t about just

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one style. It’s about a combination of contrasting elements. Wonderful design is about living with this mixture of elements that one curates. The viewer is exposed to this diversity and can choose what works best for them. What is VandM’s mission? What was the original idea? Our mission is simple: to create and provide a reliable fine art, collecting, and design virtual experience that offers vetted and inspirational merchandise, along with resourceful information at your fingertips while eliminating the time and expense needed to visit numerous vendor locations.

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Explain the meaning of Curate Your Life. Curate Your Life signifies the importance of creating the life you love -- whether it is through home décor, fashion, or art. Actually, it is the combination of all the elements. What types of products are sold? VandM sells an array of... merchandise from around the world, including vintage furniture, antiques, art, photography, textiles, jewelry, and fashion. The prices on VandM range from $50 for a collection of antique toy tops from the 1800s, to $2.25 million for a recreation of an unusually famous frame hanging at the Metropolitan Museum of Art. How do you find members and how do members find you? We find each other in a variety of ways, including partnering with industry-leading shows, advertising, mailers, and through social media. Social media allows us to engage our clientele on a daily, even a minute-to-minute basis. It has completely changed the ways in which we communicate and promote our brand.

What kind of online shopping experience do you aim to create? Many shoppers across the internet worry their purchase will not match the image that they see online. VandM strives to improve the online buying experience by offering high-resolution images of products at every angle, in-depth descriptions, companion articles, and educational experiences. How do you educate your members about the pieces they think about purchasing? Within each product’s description one will note the era, country of origin, style, condition, materials used to create the piece, and a brief description of how it was used. All of these pieces are interconnected so members can click on these keywords and find things that are similar. Plus, VandM’s online magazine, DESIGNinTELL, provides companion articles to special sales or merchandise, or columns on trends and designers.

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Amongst all the online vendors out there, how do you differentiate yourselves? VandM stands for curated, unique product at all price points. We’re not a flash site and don’t believe everything in your home should be expensive. Unlike eBay, our vendors undergo a strict vetting process so that shoppers can purchase with confidence. Furthermore, one of our strongest features is our extensive editorial content accompanied by VandM product. It enables our clientele to understand the different type of products and how they can find a place for them in their home. What makes your team so successful? The VandM team is filled with hard-working, creative, and diverse individuals. Our different perspectives help us communicate hot topics and trends in a distinctive and influential way. Describe a typical day at VandM Headquarters. How does the team interact? Every day is different. The VandM team’s creativity and experiences help maintain our fast-paced, open work environment. We are continually working on new and exciting sales, features, and events. Plus, our in-house gallery, which fills about a third of our space and rotates collections every month, offers ongoing inspiration.

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n’ the Sweetlife WITH SWEETGREEN

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Hoya Saxa, folks! Three Georgetown grads have developed a healthy eating hotspot in downtown DC and are spreading sweetness all over town. We thought we’d seen the supreme take on healthy eating with Naked Pizza, a revolution for healthier living starting with food, but apparently, it’s a popular cause. You may not have heard of them yet, but Sweetgreen is yet another health food pioneer currently making its way up the east coast. So, what’s the story? Nic, Nate and Jon are nothing short of your typical twenty-something “entrepreneurs”. After four collegiate years of terrible eating options, the trio decided to bring one to their beloved campus area. Each store is crafted to be as sustainable as the food they serve. For starters, all the food is organic and locally grown from farmers the trio works with personally. “We’re trying to create healthy food that fits into the fast-moving lifestyle people are increasingly trying to live. We’re kind of nutty about making data-based decisions and the core of our concept is no exception. We have more information about our food than ever before -- where it comes from, how it was made, how it is good or bad for our bodies -- sweetgreen takes all that information and uses it to make food that is healthy for your body, the environment, and the community,” says McKee Floyd, Director of Brand Development. The menu is comprised of salads, wraps, and grain bowls, a delicious twist on the quinoa salad.

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We’re kind of nutty about making data-based decisions and the core of our concept is no exception.

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Each store is designed with reclaimed materials and uses the best of energy efficient LED lighting and VOC-low paint (who knew there was such a thing?). They offset all of their energy with wind energy credits and some stores even have solar panels on the roof! These guys really have left no green leaf unturned. The team that makes it happen works from an awesome multi-level brownstone that houses the fourteen person workforce in Dupont Circle. “We moved in about 18 months ago -- our team is currently 14, but we’re growing at such a fast rate we’re not sure how much longer we’ll be here. The building has a lot of funky character, but we are always finding new ways to make the space flexible for our various work needs. We’re big fans of IdeaPaint, Apple MacBook

chargers, Honest Tea, and KINDbars. As long as we have enough of each of those on hand, we can fuel our collaboration pretty effectively.” The ping pong table serves as both boardroom and well... ping pong table (reigning champion: Corporate Controller, Azeb). The team here works to bring the sweetlife to reality and, much to Susan Cain’s shagrin, collaboration is at the heart of the matter. “Our space is tailored to foster collaboration and flexible work styles. We’re constantly gathering around whiteboards, meeting around shared work tables, or brainstorming late night over takeout. We have lots of light chairs which can be moved around the office, and so we try to create environments that can double as conference spaces. Flexibility is key because the only thing we can really prepare for is change!”

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Just as healthy food was their vehicle for a fast food revolution, sweetgreen itself will be one part of a larger lifestyle machine known as sweetlife. While, sweetgreen has many options for product expansion and store locations, sweetlife has a never-ending span of possibilities. Their first visible step in achieving an all-encompassing lifestyle brand is the Sweetlife Food & Music festival. Held in Columbia, MD and now on its third anniversary, this festival is a mid-atlantic force to be reckoned with. Average attendance is in the tens of thousands, and 2012 artists include Fitz & the Tantrums, Avicii, and Kid Cudi -- no big deal. The festival, of course, promotes the sweetgreen brand and makes an appearance at tents and food stands across the event, but the festival is really meant to be a launching pad into sweetlife domination. Lead by a trail of indie music and organic greens their audience seems to be happy to oblige.

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A Boutique Recording Studio Covers Big Ground and an Even Bigger List of Clients photography by Sam Deitch

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On any given day the team at The Cutting Room is likely to encounter hit recording artists like Diddy, John Legend or The Red Hot Chili Peppers. They may also work on a few Rosetta Stone lessons, learn some Mandarin, and maybe record a hit radio show that will broadcast to a few hundred thousand listeners. There is no shortage of versatility in what goes down here. When you think of recording studios, big name artists, and platinum records, you likely imagine plush, pimped out recording spaces like you see on reality TV. But The Cutting Room, no stranger to success (exhibiting over 50 gold and platinum albums as you walk through the doors), is not your typical studio. There are a few things that make this studio and working in it unique. First is the man who started it, David Crafa. Crafa started his music career prior to graduating from NYU as a young engineer trying to start a band of his own. He is every bit the rockstar you’d imagine would run such a place, but in a more subtle sense. He is incredibly amiable with the easy style of an

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intelligent music personage -- the kind of simple swag that modern day hipsters long to replicate - except we don’t think he’s trying. Overtime, Crafa developed a knack for programming and sampling. His clientele, Diddy and Mary J. Blige among them, began to outgrow his apartment’s capacity. And so began the journey in growing one of the most sought after music labels available. Crafa pulled his weight in many arenas, began to assemble a staff, and reinvested everything he made back in to the business. Overtime, they outgrew their first digs at 678 Broadway and needed yet another upgrade. The current space combines two condominiums in the old Tower Records building at 14 East 4th Street, purchased by Crafa in 2006. The building itself was erected in 1908 and originally dubbed “The Silk Building” due to its heavy history in the silk trade of the era. Later, the large palazzo-style building gained new fame when Tower Records purchased all of the available retail space in the 1980s. V2 Records soon followed suit. Ninety condominiums fill the upper floors and were repurposed and zoned for artists in residence. Notable artists like Keith Richards, Cher, and Britney Spears occupied the building; Richard Gere is rumored to still be working on premise.

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Crafa’s two condominiums create a snug 3,000-square-foot workspace. The space is centered around one circular lobby. The main greeting area, office, and web design spaces are directly off the lobby with two main recording studios tucked away on either side. “Studio A accommodates large mix sessions and tracking dates. It houses a modern SSL Duality mixing desk supporting 5.1 mixes. Studio B is our mastering suite. It is also capable of recording and overdubbing sessions. In addition, we have two production studios as well as a broadcast control room for KEXP radio... We have a partnership in place with the KEXP station and have broadcasted live recording sessions to over 500,000 listeners. Our broadcast is frequently picked up by NPR’s All Music Considered broadcasts and heard worldwide. We have worked on many diverse audio projects as well. For example we worked with Rosetta Stone language courses for three months last year helping them to develop their advanced Russian and Mandarin products in Studio B . While in our other studio we were recording sessions with Neyo and Carrie Underwood.” Who doesn’t want to have a work day like that? Hot damn. The team that makes all this possible is made up of a “small group of highly talented creative partners,” says Crafa of his staff. Roughly a dozen employees, they cover everything from engineering to social media, production and design. They are a young and welcoming team that fit well with TCR’s overall vibe and are clearly a very capable bunch.

“A typical day in the studio can range from recording ADR for feature films in one room while an indie band records in Studio A. Radio broadcasts are being sent live from our control room while in another room we can be working on the music for a hit video game. In Studio B, our mastering engineer will be putting the finishing touches on an album.” As music, like much else, moves to the cloud and the business of music transitions away from hard album sales to iTunes downloads and Spotify streams, The Cutting Room adjusts. Part of the bigger vision for Crafa is to be able to continually serve his clientele, major label and the like. But being able to accommodate both means continuing to diversify the roles of his staff and being a lot of things to his very different people. “We have in effect become a label for hire. We are helping artists to put the whole package together and [are] not just limited to the recording of the record. We have branched out into internet services such as site design and social media marketing, as well as video services for YouTube. Not to mention our extensive involvement with the future of internet radio.” The breadth of what this little studio is able to accomplish is impressive both on a daily basis and on the larger scale. Crafa and his team continue to add to their arsenal of capabilities and round out their perfect set of skills to accommodate artists all along the spectrum. “I’m excited about the future. We are living in an extraordinary time and opportunities are everywhere.” It seems that hours in the day and maybe (someday) space will be the only thing to stand in their way.

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Detroit, Motor City. Home of the American Muscle Car. Not a city usually associated with the finer and prettier things in life, until now. Jennifer Gilbert and her team have brought chic to the industrial city and they are working hard to make it accessible everywhere. Doodle Home is first and foremost a concierge to the world of interior design. Catering to designers and their long list of orders and manufacturers, Doodle Home has created an online platform to aggregate long lists of orders and take care of completing them on behalf of the designer. On the whole, Doodle Home is an “ecosystem� to the world of interior design -- part content, part ordering service, and part technology.

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“Our mission is to simplify the design process through integration and technology. That means we have built and are always improving upon a web platform for interior designers where they can place one order for all manufacturers. Right now the industry standard is such that when finishing a design project designers sometimes have to place upwards of twenty different orders when they use several different manufacturers. The time and money involved can create big headaches and is not cost effective.” But Doodle Home, beyond their mission of consolidation, has so much more up their sleeve. The Doodle Home site is equipped with some of the coolest design tools discoverable. Their HomeStyler created by Autodesk is a virtual layout and 3D design tool that allows you to do everything from create the floor plan of your design, to adding furniture and viewing it in a 3D model. You can select furniture from their array of available brands and see the whole thing come to life, even if your designer isn’t present. It’s one of the many ways that DH is working to make the relationship between designer and client easier and more efficient. Don’t have a designer yet? Let Doodle help you find one. Is the designer you love too far away? Let Doodle help you share virtual designs. Manufacturer you need not on Doodle Home yet? Just let them know and they’ll work to get you what you need.

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Doodle is working to become an incredibly thoughtful resource for the design community and they’ve put their own tools to work. The Doodle Home offices are magnificent. Housed within the Madison Theatre, the building itself is a relic of the Motor City, built in the early 1900s and designed by C. Howard Crane, a known Detroit icon and the same architect to design Brooklyn’s Fox Theatre among many other “movie palaces”. The Madison Theatre complex was given special attention just this year by the Detroit Economic Growth Association (DEGA) to the tune of a $300,000 grant from the Creative Corridor Incentive Fund. The grant is meant to encourage and enliven downtown Detroit as a place for growing companies and technology startups to make a home. Shared workspace and a 130-seat amphitheatre are part of the grants allocations, a project that will contribute to over 50,000 square feet of creative space for the Detroit community. Doodle Home, grants and community initiatives aside, has created a space with as much depth and versatility as their brand and business model. Starting with a foundation of concrete, complete with spray paint from the original construction, the DH team ties their office together with bright colors of pink and orange, rich undertones of burgundy and brown, and ultra modern furniture. Designed with the same tools available on their site, the space is downright funky. Bullpens of employees are adorned with high fashion desk chairs and whiteboard space, never but a few feet from a cocoon chair or a hanging pod for solo space. Just when you think you know what to expect from the layout, a new texture arises as a pleasant surprise. It is one of the first offices to come across our desk that could potentially evoke eternal happiness for its inhabitants, even at work.

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Floor to ceiling windows make sure that the crew is always bathed in natural light and the Madison’s roof terrace is just a few steps away for great views of Detroit on the few nights a year the weather allows. “Doodle Home in its purest sense is a dot-com service company, so the atmosphere that we have created is one of a fast-paced and funlaced tech company. The workspaces are open and interactive. We created an environment where collaboration, innovation and service delivery is rewarded. (The popcorn machine, ping pong table, healthy snacks and an open forum for ‘water cooler conversations’ certainly don’t hurt productivity either),” remarks Meg Ferron. A team of only thirteen with the place all to themselves, they plan to expand as they continue to grow their network. “We know service and attention to detail is key for our interior designer clientele. We have lived it ourselves so that experience is a driving force behind the service platform we are building.” They have baked every piece of their design know-how into this pie and it’s ready to be eaten. The company, just like the space, has been built for designers by designers and their willingness to improve upon the current ways of their profession is indisputable. Even in a poor economic climate and a media maelstrom like Detroit, it is safe to assume that in age where professionalism and expertise are fueled by thoughtful technology and passionate industry experts, enterprises like Doodle Home will prevail.

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STAPLERS, PENS, RULERS‌OH, MY! A New Player in a Long Overlooked Market is Coming to a Desk Drawer Near You

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When you think of innovation in consumer products, companies like Quirky and maybe even one-off fads like the Snuggie may come to mind. Basic consumer products are largely manufactured by the world’s biggest conglomerates, such as Proctor & Gamble, Johnson & Johnson, and 3M, who take care of which detergents are available on the shelf and what color sticky notes are stocked at your local Staples. This fact is widely accepted and has spawned a grouping of familiar big box retailers specifically designed to pedal these goods. But there’s a new player in town, quite literally reinventing the (product) wheel. Poppin has decided to tackle the world of office supplies with style and a refreshing outlook on how we should think of our most basic tools. No small task given the $300 billion office product market that precedes them, but a vote of confidence from The Roger and, at the very least, their recent $6 million cash infusion from venture capital firm Shasta Ventures, indicate this team might have what it takes. Led by award-winning furniture designer Jeff Miller, the Poppin design team lives in-house and designs all of the Poppin products from concept to final specs. Beauty and design are a very serious matter. They have brought an Ikea-esque modernism to even the most mundane of desktop products, currently offering desk sets, tape dispensers, rulers, an assortment of writing utensils, paper and soft goods, all in colors more often associated with a Skittles commercial. While you can’t taste the rainbow here (albeit the kitchen is always stocked), you can without a doubt see it in everything that they do. April - May 2012 \ 81

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Products come in eight colors (as well as White, Black, Gold and Silver) and can be synchronized across the various products they offer. “For us to enable customers to purchase the same color across a number of products and product categories is very unique. Since, the emphasis of the big box stores has been promoting third party suppliers for different types of supplies, it would be impossible to have things match. It is unlikely that 3M and Swingline are going to team up to make sure their products match, �says Meredith Zenkel of Team Poppin. This problem is likely unbeknownst to your average cubicle troll, but is one that a more stylish and thoughtful desk enthusiast has long been awaiting a solution for.

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And stylish desk enthusiasts they are. Their new office on 18th Street in New York City is a canvas for their brilliant creations. The neighborhood is full of stationary stores and continued sources of inspiration. “It felt like home right away.”

work to make it more about the overall environment than just about the products, and they fall right in line with the company’s mission: “Work Happy. Everyone. Everywhere. Everyday.” This a quest both near and dear to our hearts.

So what does the office for the chic office supplier look like you may wonder? “Needless to say, we feel a little pressure to have a beautiful office, since that’s pretty much what we sell. Our space is really perfect for us in that way. It’s just a big room with wooden floors and huge windows. We have a great open conference room-type area in the back... we’ve worked really hard to put the Poppin touch on our space! We not only use this as our office, but also as a showroom and have customers, editors, and many others pass through here daily.” Details like the bright paint and swing in the lounge area

But what would be a mission without a plan to get there? A well-formulated and unique plan for expansion is in place here. Small steps like a furniture line and a “break room” line are in the works to successfully launch this startup out of beta as early as Summer 2012. Bigger projects like retail locations and an improved website/e-commerce experience are also on the horizon. Poppin even plans to expand into adjacent markets like Back-to-School, where the hippest moms are longing for more functional and friendly supplies to stuff their little rascals’ packs with.

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Overall, Poppin’s physical space is nothing short of a perfect manifestation of their energy and their mission. Their team is small, currently around fifteen people (and looking to expand), but their spirit is big and their engine is full. “In the back, we have one sample desk that is decorated with Poppin products and a sign that reads ‘Work Happy’ and not too far away we have a second desk, labeled ‘Work Boring.’ You can imagine what that one looks like.”

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concierges PAYING PEOPLE TO HELP THEIR PEOPLE A Nespresso machine and a full pantry just won’t cut it anymore if you want to earn a Best Perks accolade. Does a nice coffee machine really make you more productive? Probably not. These companies have found a way to make their people more productive by bringing help in-house or close by.

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the extreme concierge at

CRISPIN PORTER + BOGUSKY At CPB, employees are have access to the Extreme Concierge, whose responsibilities include waxing snowboards, tuning bicycles, fixing motor vehicles, upholstering furniture, and much more. In an effort to encourage employees to get fresh air, the Crispin team has built-in help to make hitting the slopes or the bike path an easy escape to get the juices flowing.

the personal concierge at MERCEDES BENZ USA

Be it travel plans or day care coordination, Circles has your back. This corporate concierge service is a free perk to all Mercedes Benz USA employees. Circles services run the gamut from booking a babysitter to finding a place to get your tires changed and Mercedes is happy to offer their employees the service for free. It takes the stress out of getting little hassles out of the way during the work day. Circles works with 26 corporations nationwide.

the life coach at

PRECISION NUTRITION This is one healthy company, chock full of health and nutrition coaches. So, how do these educators get mentored? With life coaches. At Precision, they cover costs for and encourage their employees to continue their already serious commitment to personal betterment.

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WORK WHERE? Continent-Hopping with a Rising Fashion Star

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Photography by Mel Barlow,. Har/Makeup by Erika Franco and William Scott. Styled by Yvette Reyes

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ou may not have heard of her yet, but most likely you’ll want to be like her. Her schedule reads like that of a world leader, hopping from country to country, her booming business, a fast hit right out of school, and her lifestyle in general -- très chic. But beneath her fabulous lifestyle and her incredibly genuine charm, Georgine Ratelband is the ultimate working girl. The Roger scored an invite to Georgine’s New York Fashion Week debut. The event was nothing short of creative, and compared to the stuffy tent-life that occupies Lincoln Center for the week, this 7Eleven Gallery showcase was very spirited and welcoming. The night kicked off with a set from world famous electro DJ Mia Moretti accompanied by electric violinist Caitlin Moe with beverages provided by Moonshine, while the models posed live amongst the crowd for viewing.

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Her line was the perfect combination of wearable and sophisticated, as if crafted for the modern-day, free-spirited Jackie O. Highly tailored and very thoughtful, the brand is capable of branching into many different avenues, from workwear to the highest end of consumer fashion. Ultimately, the most impressive part of Ratelband and her work is how she manages to get it all done. Completing her line involves trips from Europe to Asia and through the United States, and it’s a never ending cycle. She and Chris Roshia, her long time boyfriend and CEO of Georgine, are both under the age of 30 and under the gun all year long to produce season after season.

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: e l u d e h c S l e v a r T e n i g r o e G

eet with M , e r o p a g n i S May 13: t uniform order and e s a c w o h s repare clients abouesign Jan 1: NYCec,tiPon; meet with furniture d for new coll Begin , k o k buyers g n a B : 1 2 May S/S 2013 n o n o ti c d u n d o a r p m iu sample Feb 24th: Beeelgt with buyers et client e M Holland, M , li a B : 1 3 May n 2013 a J n and clients i g n i d d e w about th i w t e e ,M n shipi g e B , k Mar 1st: Psarainsd clients o k g n a Jun 6: B on to have shipments more buyer g collecti id-July n i p s t’ n and, Clie finished by M Mar 17th: Holl Begin , k wedding r o Y w e N : 1 Aug ons ti a r a n p i e r g e p B k e , e k w o k g fashion Mar 20th: Ban wedding s t’ n e li C , production e c n a r ug 24: F A th i w t re, Mee nalize i F , k r o Apr 1: Singabaponk Y w e N : Aug 27 for NYFW accountant/ verything e ty li k, Qua t with e e M , Apr 9: Bangko e p o r u E : Sept 21 d clients n a Control s r e y u b s u o i var t e e M , g n o K , Begin Apr 18th: Heosnsgexpansion, PR k o k g n a B : 9 t c O 2013; S about busin . / S f o n o ti c u d o pr F/W 2013 r o f in Asia, etc s le p m a s h s fini l a n fi e k a M , k o again! r e v o Apr 24: Bafnagbkric choices for ll a t r ta S Jan 1: decisions on nd order fabrics S/S 2013 a April - May 2012 \ 105

As you can tell by her schedule, jet setting is not a luxury but a necessity and that makes Ratelband one of the most mobile workers The Roger has yet to encounter. So how does this lady of fashion get her work done? By having a plan and a routine that works for her, regardless of location: “I am kind of a nomad. I don’t have a favorite place to work because everywhere inspires me for various reasons. Because we move around constantly, I am pretty flexible on where I work. If [I’m] planning an event it is different than designing and letting my creative juices flow… in that case I prefer to be all alone with some good music! I like to work by myself

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with the exception of Chris. He is actually the only one I can tolerate around me at those times.” She and Chris share an expansive apartment in downtown Manhattan above the Hermès store, surrounded by the beauty and wealth of New York’s finest. This is clearly just a home-base for the two. No doubt a suite of electronics and mobile work tools accompany this young lady. In fact, her interview with us took place in flight! Yet she never misses a beat. Chris, her confidant, seems to play a big part in keeping the pieces moving in sync. Previously in the tech startup world, Chris’ love for Ratelband spawned into

a labor of love as he took on the management and operational role that makes the company tick. The two work harmoniously together. Even as an up-and-comer, Ratelband is no amateur to the fashion world. Having interned since the age of sixteen with designers such as Matthew Williamson, Zac Posen, Maggie Norris Couture, Stephan Badal and Kimberly Ovitz, Ratelband is nearing her ten thousand hours. She has earned her lifestyle and quick success thanks to hard work and dedication. Ratelband is living a quasi-American dream -- she just happened to be born in the Netherlands.

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“I took on whatever had to be done, whether that was hand stitching, picking up a phone or cleaning the kitchen. My parents always told me not to walk [around] empty-handed. If you have nothing to do, you do something that is not expected or asked of you to do. Especially at Zac, I really did work full-time. It was difficult to get up in the mornings but it was also that much fun [to be] together with the rest of the team. It did pay off because they invited me as the only intern to go to Paris with them.” Her craft continues to be refined as she produces work around the world. What’s next for her? “A new collection and many more after that! I absolutely love what I do and never want to stop,” she insists. With the addition of international clientele and showrooms, fashion week showings, and press both here and abroad, her goals and what’s possible seem to align. She wears her profession well. While her sweet demeanor hides the incredible workhorse that she is, Ratelband is on a seemingly effortless trajectory to hit it big.

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In such a mild winter, with spring on its way well before schedule, the floodgates for preppy pastel menswear are officially beginning to open. We all know the look. Vineyard Vines coined it and brands like Bonobos are working hard to make it tolerable -- bright colors, boat shoes, and until the proliferation of Andy Dunn’s mission, mediocre fit. Bonobos has cornered the market in the short time since launching in 2007, when it set out to solve the “Khaki Diaper Butt” epidemic plaguing popular mens attire. Quick success was found by focusing among all else on the fit and structure of staple pieces. Take for instance the khaki pant. A large men’s retailer like L.L. Bean may have trouble highlighting a man’s figure the same way Old Navy struggles to highlight feminine curvature with design for the masses. Enter the ninjas.

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The irony behind Bonobos’ popularity is that the brand is only available online, a particularly hard place to judge fit, of all things. Whether or not you love to shop, the ultimate downside to shopping online is sending things back if and mostly likely when things don’t fit. This annoyance doesn’t seem to be slowing the Bonobos bottom line one bit, but just in case, they’ve created yet another level of customer service to combat the dreaded return label: the Bonobos Guides. “Bonobos has evolved its great customer service with the introduction of Bonobos Guides and The Store at Bonobos HQ. The program, which just launched in New York City and [is] slated to roll out in other markets with pop-ups at the Palo Alto, CA office, allows men to have a one-on-one, in-person shopping experience with experts trained in fit, measurement, and style,” says Andy Dunn, CEO.

“bonobos guides go beyond solely offering style advice... They guide men through the entire process, educating them on correct fit, how to pair stripes with checks, tips on styling a pocket square or cuffing a pant, the rules for buttoning jackets -- all the know-how to arm men for years to come whether they’re shopping in stores, online or just reassessing their current wardrobe. Men can rebuild their wardrobe and learn the basics through a Bonobos Guide with an appointment that takes less than 45 minutes.”

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It’s the final frontier. Online retailing makes in-store harmony and it is beautiful. Bonobos has built a stunning showroom in the same 15,000-squarefoot headquarters that houses their executive team, customer service team, photo studio and anything else you can image. It’s ingenious and it brings the customer right their doorstep. “Despite a highly successful vertical web retail model, The Store at Bonobos HQ is meeting a demand for guys who are interested in trying Bonobos but who are apprehensive to buy online for the first time or purchase a bigger ticket item, such a suit, over the web. Bonobos was launched to over serve an underserved market-guys who want to look good but don’t have time (or want) to shop.”

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The service is free and no purchase is required. Want to try on a pair of their best-selling Chinos so you know what size to order next time? Go for it. You’ll have a personal stylist to help you along, write your measurements down for you, and show you what other items will have a similar cut. Not in the market for khakis this spring? Try a tuxedo or check out on their “Ernest AlexanderXBonobos”

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duffle bags and the “Oliver Spencer for Bonobos” oxford collection. Bonobos is expanding their offerings with partnerships like the aforementioned, which will surely strengthen the Guides program as a continued resource to brand lovers. There really is something about seeing and touching a product that makes

the brand experience complete. “Customers love having the one-on-one attention that isn’t from a pushy salesperson but rather from a fun, educated and engaging Guide who makes the experience comfortable.” It is hard to disagree. Beyond the Guides, Bonobos has one of the most pleasant customer service experiences

you’ll find. Inspired by the ultra-popular Zappos model, the Bonobos “Ninjas” are the well-educated, super friendly, and highly helpful customer service engine that fuels the machine. They enjoy their work and they make you enjoy that dreaded call about a misplaced order or worse yet, a return. Skeptical of shopping, guys? Not really worried

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about it? Bonobos makes looking like you care near effortless. The maturity and thought they’ve put into educating their customers is undeniable and it is not common among high-volume online retailers. Quality wins over quantity with this family of fashion gurus and they are well equipped to outfit you for your casual day at the office or your walk down the aisle, where the ‘fit’ may not be so predictable. Click here to get the Ninja’s tips on a perfect wardrobe for any office environment.


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“Regardless of how casual your office is, don’t look like a scrub. Jeans with holes, t-shirts with stains, and sweatshirts are never appropriate. Opt for wellfitting, classic and not overly branded jeans that aren’t too baggy. Classic denim is versatile, pair it with a clean oxford or polo shirt.”

Bonobos All-American Cotton Oxford Shirt in Plum, $88

Bonobos Belmont Pique Polo in Aruba Blue, $55

“Switch out the denim anytime for well-fitting colorful chinos. You can get away with colorful options so go for it! Bonobos has a great range of bright and subtle colored chinos from bright yellow to faded lobster red. Pair the chinos with a chambray shirt or casual favorite button down.” Bonobos Flatiron Rinse Cone Denim in Straight Leg, $145 126 \ April - May 2012

Bonobos Alma Mater Blazer, Navy Wool Cashmere, $395

“While you should leave the running shoes at the gym, you can still get away with sneakers by picking up a pair of great canvas tennis shoes. Stick with basics like white or navy. A versatile black or brown leather dress shoe will work with everything.�

Superga Classic Canvas Navy Shoe, $65

Bonobos Redrums Washed Chinos in Slim Straight, $88

Bonobos Limoncellos Washed Chinos in Straight leg, $88

Tretorn Canvas White Nylite Shoe, $60

Grenson Calf Burnt Pine Jasper Dress Shoe, $363

Bonobos Ging Crosby Casual Favorite, $98

Bonobos Fall River Light Wash Chambray shirt, $98 April - May 2012 \ 127

“You don’t have to be a drone if your required workplace dress is business casual. Try our Noniron Weekday Warrior collection of better-fitting slacks or tastefully patterned wool trousers. Pair with a well fitted dress shirt and your favorite tie. A tie, like socks, can let your personality speak in a professional matter.”

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Bonobos Aberdeens Wool Grey Glenplaid with Blue Overcheck Pants, $185

“When it comes to pairing shirts with ties, there are a few rules of thumb to keep in mind.”

TIP: Solid shirts are a great canvas to

experiment with your color and pattern combos if you’re unsure. Be bold with contrast colors or be classic and pick a pattern with a small scale. Bonobos Impresario White Tailored Fit Dress Shirt, $98; Gitman for Bonobos Chambray Stripe necktie, $85


Pattern on pattern should never go in the same direction and the scale should not be the same. Pair a Tattersall print with a diagonal or horizontal stripe tie. Gitman for Bonobos Chambray Navy, Cream and Orange Tie, $85; Bonobos Daily Grind Tattersall Wrinkle Free Dress Shirt, $85


You can pair a vertical stripe shirt with a pattern. Remember the rule of taking patterns in a different direction and opt for a pattern tie rather than stripes on stripes. Bonobos Daily Grind Banker Stripe Wrinkle Free Dress Shirt, $85; Gitman Bros. Blue Geometric Deco Necktie, $75

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for Ideas Heard ‘Round the World photography by Sam Deitch

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Inspiring. Courageous. Beautiful. Persuasive. Each of these words when applied to TED have multiple applications. They are used to describe the emotions evoked by each of TED’s speakers, to describe the speakers themselves, and to describe the larger work that TED is doing around the world to better it. They are also, however, used by the people that make TED possible to describe the space in which they bring powerful ideas to life. A black stage and a large red logo create a familiar scene for the world’s leading thinkers and most courageous speakers to expound the themes that will make or break our future. To discuss hard topics, propose incredible solutions, and disturb the status quo is to partake in the vision of TED. But where do the ideas come from? And who is behind the world’s most recognized conclave? April - May 2012 \ 133

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The employees are as multifaceted and impressive as the space, with tap dancing, yodeling, and cooking among their many celebrated talents. The space is a perfectly crafted theater for their inquisitive spirits. “I can only speak for myself, but I’m sure others would agree: it’s a place where the intellectually curious can never get bored. Not even close. In any given week, staffers are traveling internationally, discovering new thinkers and ideas, building new technology platforms from scratch, and more. By virtue of the work we do and the kinds of people we hire to do it, the place is alive with energy and creativity,“ says Tom Rielly, TED’s Director of Community.

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The space is organized around a large and malleable theater where “soft architecture” allows the team to bend and shape their environment. It is the town center, where villagers are welcome to congregate for presentations, informal gatherings or even a nap. The architect, Ate Atema, is no stranger to big and creative thinking, having worked on such projects as the Disney Concert Hall and the Guggenheim in Bilboa. “We imagined it as a multipurpose space that could work simultaneously as a reception area, branding moment, and informal

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workspace... and then easily transform into a theater for both large team meetings, and to host talks and other sorts of presentations and performances. To allow this, we designed a set of rolling bleachers and curtains on tracks that can define the space in many ways,” says Atema. No doubt the space is reflective of one in vogue idea: the importance of collaborative and non-static workspaces, a theme many of their presenters have had an opinion on (see Jason Fried’s TED talk on “Why People Don’t Work at Work”). Throughout the day employees stay mobile by filling

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nooks and crannies and sprawling across different surfaces in the office, laptops in tow. “Since most of their staff no longer has to be tethered to a desktop workstation, we all agreed that giving people the opportunity to work in different places and in different body positions over the course of a day was healthier and more inspiring,” says Atema. The team worked closely with Steelcase to strike a balance, coordinating with the Steelcase R&D team to design and produce furniture perfect for the space. In its 25-year evolution, TED has blossomed from a single conference into a global platform for philosophical proliferation. With more than 3,000 TEDx events (in addition to the two main conferences in California and Edinburgh) and 1,100 TEDTalks posted to, the company has an audience estimated in the billions. The team and the space must continue to adapt. Atema raves: “it has been very satisfying to see that [the space] has worked for them in all these ways, and really great to come in and see it configured in ways I hadn’t even imagined! That moment of letting go of the project and letting the client take the baton... is always pretty exciting, and with a client like TED, where their whole DNA is so open to exploration and change, it’s been an amazing experience that continues to evolve to this day.” We’ve seen offices. And on the surface this space is a creative take on the traditional. But given the thoughtfulness of its caretakers, the air of something bigger is upon you here. It’s clear that each detail has purpose, intention, and usefulness; the people who utilize the space understand it. It’s a place you’ll want to talk about and an experience you’ll undoubtedly feel the urge to spread. April - May 2012 \ 145


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Picture of Health

HOW THE EQUINOX DESIGN TEAM JOINS BEAUTY AND FUNCTION There is no denying the atmospheric difference you feel upon entering an Equinox fitness club as compared to other brands. With no location similar to another, there isn’t a repeatable recipe for success here. Every club is designed from scratch to reflect defining elements of the neighborhood and membership base it will eventually serve, which speaks directly to the caliber of talent on the Equinox Design team.

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The Equinox brand identity is built around a motto: It’s not fitness. It’s life. And a very nice life at that. Catering to “type-A”, successful professionals in an enviable tax bracket doesn’t just mean building nicer versions of gyms that others pay less for. Equinox’s Vice President of Design Aaron Richter explains: “these people are eating at the best restaurants. They’re staying at the best hotels. They’re traveling and seeing the world. Because of that we’re building an environment for them that isn’t based on what other fitness clubs are doing, but around what the finest establishments -- the latest Gansevoort Hotel, the newest Tom Colicchio restaurant -are doing. Those are the environments we’re competing with. Most gyms don’t think that loftily, but we aim to keep that well-heeled demographic in our spaces.” The Equinox mission is to provide members with a third home, and it’s the specific mission of the Design Team to create spaces members will continue to come back to and stay in for extended periods of time. Equinox locations have become more and more of a social hub. By incorporating child care facilities, shops, spas, and restaurants, members are drawn to their nearest location for much more than a spin class. “People will... ultimately live healthier lifestyles, which is what we encourage -- change your rhythms and your day to day to incorporate health and wellness into your life.”

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“On top of creating beauty, we have to make everything function.” April - May 2012 \ 151

When designing a new club, the Equinox design team runs the execution from start to finish, with finding the most perfect location taking top priority: “our most successful design choices start at the very beginning -- the design choice starts with picking the spot. We look at a lot of real estate,” says Richter. The team, comprised of designers and architects, is charged with creating the most functional, safe, cohesive environments for all kinds of exercise and personal care. “On top of creating beauty, we have to make everything function. The layout, the equipment -- all of the decisions we make directly affect the people who use the club.” Sara Agrest, Director of Design, adds: “These are still health clubs. We can’t have people slipping on the floors and we’ve got to have shower valves that can withstand 100+ showers per day. Once that stuff is done, we can work on the magic.”

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Once a location is decided upon, the Design team travels to the new location to begin the process: “we go and get a sense of what the market is about. What goes on in Marina Del Rey? Greenwich, Connecticut? What is that client base like? What are the aesthetics of these environments?” On to the moodboard -- essential to brainstorming sessions across multiple industries. “We pull photography of people and places to collectively work off of imagery that is representative of a certain location. We then figure out how that translates into a palette and other details -- even programming.” This part of the design planning process is what allows for the highly distinctive identities each new club takes on. The team builds positioning around the story of each club’s surrounding population: “we talk to many [local] people so we can strike a chord with everyone. We solicit advice from people we meet and potential members in the area.”

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Within the Equinox organization, the design team counts on discipline leaders -- the professionals who run pilates, the spa, the retail -- as their internal clients, working directly with them to ensure that all design choices are going to allow for a great experience. As the brand continues to grow, recently acquiring Sports Club LA and SoulCycle while developing Blink fitness gyms and Pure Yoga, the design team has their sights set on building out international flagship locations in Toronto and London. Real value is placed on designing for the health industry. “Even if [the Equinox member] is not actively thinking ‘I love that feature wall! I love that design element!’ the design creates an experience and has an

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impact on people’s well-being while they’re staying active and coming to the gym. Being able to provide them with an awesome experience day after day -- that’s what I love,” says Senior Interior Designer, Ashley Hamilton. Now, the question that’s likely on your mind: what is up with those hot-flashinducing Terry Richardson ads? The answer? “No comment.”

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FUN A Contemporary Take on the Home Office

photography by Andrew Mandolene

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Andrew Mandolene is no stranger to good design. A successful creative director and experienced design leader, it would take a lot to woo him from his perch high on Impeccable Taste Hill. But a love of all things modern and the tale of an architectural monument moments from destruction got Andrew all shook up! He and his partner Todd Goddard saved an Arthur Witthoefft (Skidmore, Owings & Merrill) masterpiece from destruction and have resurrected it as the ultimate case study in home and home office design. The Roger sat down with Andrew to find out more about how the Upstate and upscale domicile came to be, once again. Interview with Andrew Mandolene.

How did your passion for architecture and interiors come about? When I was a kid, my brother Rob and I used to build houses and shopping plazas for our model cars in the sand. Every building was low and lean, very modern. I wanted everything to have symmetry, like Bauhaus design. Although, I had no idea what that was at that age. The grown up collecting started in San Francisco in 1991 when I purchased a vintage modern lamp which sits in our Armonk [New York] living room today. Eventually, my partner Todd and I moved to Los Angeles where modernism is huge. We thought we had died and gone to heaven. It was too late to ever turn back. We started collecting furniture, decorative objects and art. Everything in our house

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is original vintage modern, with the exception of one bed.. Today Todd is actually a top real estate broker in the Westchester area specializing in modern, unique architecture. Our Westchester County house is consistent with the International Style Modern we fell in love with in California. [It’s] just more affordable here! Todd’s always discovering just how much modern architecture is in our area -- and the strong interest in it. How would you describe your favorite style? International Style Modern. Case Study Houses of Southern California. The Harvard Five. Mies Van Der Rohe (favorite: Farnsworth House in Plano, Illinois). Bauhaus design. Steel & glass. Clean lined structures. Simple. Bold. Symmetry.

How does your career as an art director play a role in your creation of home environments? The same principles apply: symmetry with strong, clean, bold design. Architectural typography and graphic photo composition both play a part. You also have to maintain restraint with design and color. Negative space is very important. What made you fall in love with your home? I was working on a two-week art direction assignment for Macy’s in New York when Todd encouraged me to take a train up to Westchester to have a look at the modern houses he discovered online back in Los Angeles. This house was not being sold for its architectural value, but for the land in the desirable, closeto-New-York-City Whippoorwill section of Armonk.

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The unique, rectangular, four-sided, travertine fireplace with stainless steel legs that was half-cropped out of one of the sales photos caught my eye. I knew there had to be something more to this house! Todd flew in and we took a look in person. The steel and glass, almost brutal rectangular form, positioned on the vertical wooded site had a stream flowing alongside the east elevation and it was ridiculously appealing. Even in the sad condition. The non-conventional but super efficient and functional layout with perfect proportions made me scream out loud at first sight. Not in front of the real estate broker though, of course. The idea of saving it from the wrecking ball and bringing it to a complete restoration precisely as the original Skidmore, Owings & Merrill architect Arthur Witthoefft designed it in 1957 was instantly our goal. We had to outbid two developers who wanted to build another ‘starter castle’ on the property, deleting the building [and architectural style] from history. Restoration and preservation -- by working to get it accepted on the State & National Registry of Historic places -- never to be slated for destruction again, was a goal realized.

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What factors were most important when designing your workspace and study? Plenty of natural light. A clean, simple environment, surrounded by mid-century modern original art, books and furnishings for inspiration -- and of course, the building itself. What did you need to build or include to be productive? Custom bookcases complimenting the original house design aesthetic. Designing hidden drawers where unattractive work components can hide -- like printers, supplies, etc. We needed to keep it as clean and simple as possible. What do you hope visitors leave with after experiencing the space? Appreciation for the wonderful light that pours in through the mostly glass walls. The white floors, walls and ceiling that showcase vintage furniture and artwork. How was the space curated? What is the overall philosophy behind the design? The predominant white and black palette reveal a trimmed arena providing contrast for colorful art, decorative objects and furniture. Artwork displayed in an abstract but controlled fashion like a magazine page layout, maintaining negative space for the eye to rest. How does your workspace inspire you? I have a full view of natural beauty on the property teamed with exciting building architecture. And having Gertrude [the beloved French Bulldog] by my side. What’s on your desk? As little as possible... calendar, keyboard, monitor, vintage orange telephone and a lamp. What can’t you leave home without? My iPhone, Gertrude, and the lookbook I made of the house. I love to flip through it when I’m away. I need therapy, right?

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Going One Step Further for the Guys Who Hate to Sh

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Apparently guys really hate to shop. Like, really hate it. So much so that this Chicago-based fashion startup has created a way for men to never have to do it again... hopefully ever. Taking online retail one step further and applying a recently popularized business model -- retail subscriptions with monthly deliveries -- Trunk Club takes the shop out of shopping. Shoedazzle, BirchBox, and Pique are just a few examples of the available options delivering everything from shoes to hosiery. These services are predominantly focused on the female consumer, where more is always better, and the subscriber doesn’t dislike shopping but rather can’t get enough. Turn the gender

dial and Trunk Club has applied the same tactic to the demographic of dispassionate male shoppers, middleaged workaholics, and in some cases just lazy dudes. The process is similar: answer a few questions about who you are, what you prefer to wear, a little about your personal style, and a stylist will select clothes for you based on your answers. The focus is mainly on your lifestyle -- where you go and the events you frequent -- and less on whether you prefer plaid to stripes. The stylist will then pull outfits based on your preferences and size, pack them into a “trunk” and have them delivered to your doorstep for quick and easy evaluation.

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...they appreciate our stylists’ help putting together outfits for first dates, nice dinners with the wife, getaway weekends, or nights out on the town.

Don’t love it? Send it back! No shipping costs required, and you’ll only be charged for what you love enough to keep. They cover all categories from dress shirts to shoes and accessories with higher end brands like Jack Spade, Oak Street Bootmak-

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ers, Fratelli Rossetti, and Billy Reid, all usually found in upscale department stores. Cut from the same cloth as Bonobos (p.110), CEO Brian Spaly is recently departed from his first fashion success story in hopes of starting a second. The similarities between the companies are undeniable. However, unlike Bonobos, Trunk Club is a curator of sorts as opposed to the manufacturer. Take for instance an in-store styling session, a similar concept to their branded brethren, complete with an adult beverage. “Most Trunk Club customers work with us remotely but we encourage guys who live in the Chicago area... to drop into our office for an in-house fitting and a chance to meet their stylist. Far from a traditional shopping experience, we are happy to provide a beer or Scotch in a relaxed environment.

“While it is a bit difficult to generalize about our customers as they use Trunk Club for a variety of different reasons, we have found that Trunk Club has resonated very well with 30-45 year old urban professionals (lawyers, consultants, bankers, etc.). A lot of these guys don’t have hours to spend shopping and while they often have dressing for work and formal events covered they appreciate our stylists’ help putting together outfits for first dates, nice dinners with the wife, getaway weekends, or nights out on the town.”

Trunk Club offers complimentary shipping back home for visitors so no extra packing is required,” says Andrew Bleiman. The TC team is shacked up in Chicago’s River North Gallery District, in a large vaulted space with exposed brick and enough square footage to run the whole operation. “Trunk Club is all about timeless style and convenience, and our space represents this well. Rather than some overly contrived aesthetic, our space has natural character and is totally functional, perhaps even sparse, with our fitting areas literally alongside our employees’ desks. The first reaction visitors have when walking into Trunk Club is something along the lines of ‘this is not what I expected.’ The second reaction is ‘this is awesome,’’” details Bleiman. The functionality of the space is

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similar to that of an open kitchen, the customers can see the inner workings of the business and interact with employees the minute they walk in. There are no closed doors here. Inventory is stacked to the ceiling. Racks upon racks of garments fill the large space and visually intertwine with the worker bees who keep the garment hive running. “The fact that customers try on clothes right alongside our employees working on their computers is exceptionally unique and, perhaps surprisingly, comforting and often fascinating for our customers. On the flip side, the fact that our finance, product, operations and marketing teams get to watch customers interact with our service and products all day, every day, is wonderfully educational.” But at 90 employees and counting, the Club is bursting at the seams. Scheduled to move to bigger and even better digs this summer, we look forward to seeing what’s next for Trunk Club and their calm, cool, and coddled clientele.

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Morning Glory The Roger met up with DailyCandy’s editors to tackle the most important meal of the day. It could be that you’re an early riser or perhaps you use lunch breaks to disappear into Pinterest, er, spreadsheets. Or maybe you’re like us and feel the only thing more perfect than an egg is a bagel. But most likely you’re busy, on deadline, and don’t have time to linger over midday microgreens or post-work cocktails with a client whose friend requests you’ve ignored three times. To help transition your meetings to morning, we’ve broken down where to power breakfast in New York.


325 Bowery, at 2nd Street (646-602-7015) The Cadillac of our list has solid American food (build-your-own biscuits), wide tables and booths, and smooth service and lattes. Try to sit upstairs so you can really spread out papers, laptops, and ideas.


31 Crosby Street, between Broome and Grand Streets (212-966-7875) Some people only have one goal before noon: coffee. Achieve it with a La Colombe latte and free WiFi on the back patio of Soho’s best (looking) surf shop. Look who’s making waves.


80 Spring Street, between Houston and Crosby Streets (212-965-1414) It’s Soho’s classic for early morning power omelets and fresh-from-the-oven breads, but restaurateur Keith McNally’s sister downtown spots Pastis and Morandi are equally reliable and delicious for kicking off the day.

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377 Greenwich Street, at N. Moore Street (212-925-3797) A taste of the sheep’s milk ricotta with truffle honey on burnt orange toast might distract you from getting any work done. If you’re okay with that, head down to Tribeca.


557 Lexington Avenue, at 50th Street (212-715-2400) The great midtown bistro got lost on its way to Soho. Order a plate of huevos rancheros made from organic, local eggs and roasted avocado.


26 Bond Street, between Lafayette Street and Bowery (646-329-5836) Like the name implies, the subterranean Noho hideout for cool kids with beards and startup ventures is choice for putting up a good visage. Wear plaid and you’ll fit right in.



1123 Broadway, at 25th Street (212-257-6446)

42 Grove Street, at Bleecker Street (212-255-3590)

The quick, retro diner just off Madison Square Park serves sensational sausage, egg, and pimento cheese biscuits. Just be sure to dust the crumbs off when you head back north.

Breakfast served well past noon in the West Village means you’ll most likely be surrounded by people working hard at hardly working. Try the eggs steamed via espresso machine if you have a bit of time to act.

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229 Dekalb Avenue, at Clermont Avenue, Fort Greene (718-222-1510)

649 Ninth Avenue, at 45th Street (646-684-3943)

Linger in Brooklyn over house-cured grovlox or seasonal French toast and omelets.Coffee cups refill like magic, so take care you don’t get too hopped up and clash with the laid-back vibe.

The buzzing midtown takeout spot has a few two-tops best utilized for quick chats with a coworker to discuss things you’d rather not have overheard in the office.


224 Lafayette Street, between Spring and Broome Streets (212-510-8550) Just up from Café Select (also recommended), the newest spot on our list won us over with house specialty zucker rose pastries and green shakshuka with challah. The chocolate truffles served with every coffee help too. Jack’s a lucky man.


956 Second Avenue, at 51st Street (212-644-2700) The Midtown East sequel actually measures up to the East Village original. The space is large but you still might want to book a reservation for cheddar biscuits, pancakes with white rum caramel, and ranchero scrambles.

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A WORLD CLASS CONCIERGE SERVICE, INC. PROVIDES PERSONAL ASSISTANT, ERRAND AND CONCIERGE SERVICES TO INDIVIDUALS, SMALL COMPANIES AND CORPORATIONS. As Agatha Christie once said, “Never do anything yourself that others can do for you”. We agree, let us take care of the things you don’t have the time to do so you can spend your time doing the things you enjoy. We run errands such as grocery shopping, gift shopping, returns to stores, dry cleaners, take your pet to the vet, arrange for auto maintenance and repairs… We provide personal assistant services by managing home repairs, waiting for deliveries and service providers like the cable or telephone company, organize your home or office, manage bill payment and mail… We provide concierge services which include making reservations and appointments, obtaining tickets, etc…

If you can think of it, we can do it. or Visit us FACEBOOK!

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spring loaded by Jessica Reuben, NY Editorial Director, UrbanDaddy

It’s that time again. Rooftops. Sundresses. Champagnefueled brunches. Yep, it’s spring in NYC and the living is about to get real easy. Thanks to The Shortlist, a handy little feature in The Next Move app that brings you an arsenal of the best (and closest) places to eat and drink any day of the week. Using highly scientific meteorological technology, The Shortlist compiles a (you guessed it) short list of the places you want with the things you need. Raining and freezing? You need the five closest places with some red wine and a thick porterhouse. A sweltering Saturday afternoon? You need an ice-cold beer and the nearest sidewalk table. Whatever the weather, whatever the time, whatever the day, The Shortlist tells you what you want and where to get it.



North End Grill

104 NORTH END AVE Business lunches just got a bit longer... and more scotch-filled. Danny Meyer’s newest outpost, the North End Grill, is here to mark the return of the power-lunch scene. A few feet from the Hudson River and another few feet from the World Financial Center, it’s the perfect meeting spot for the long, leisurely client meetings you’ve been hibernating from this winter. INSIDER TIP: They have an entire scotch library with exclusive scotch-based cocktails (called Scotchtails), and a dessert with scotch-infused marshmallows. April - May 2012 \ 189

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La Piscine at the Hotel Americano 518 W 27TH ST

Last year, Summer Fridays got a bit... out of hand. Here to elevate the art of afternoon cocktailing is La Piscine, a tiny stunner of a rooftop bar that’s quietly situated 10 stories aboveground at Chelsea’s newest (and scene-iest) hotel, the Americano. Relax by the pool in a tufted chaise lounge, while you sip mojitos and mezcalitos and admire the view. One at a time, of course. INSIDER TIP: In the winter the pool transforms into a giant glass enclosed hot tub.

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The Bowery Diner 241 BOWERY

Imagine your favorite 24-hour diner. The greasy fries. The milkshakes. The waitress named Flo. Now add a full raw bar and a hip crowd and you’ve got the perfect spot for some late-night oysters. The Bowery Diner is a 1950s-inspired haunt with all your favorite greasy spoon accoutrements and then some. INSIDER TIP: Go for the deluxe seafood tower. It’s three tiers of raw oysters, crab legs and lobster tails. Yes, that’s plural.

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94 UNIVERSITY PL There’re only a few things a Bloody Mary can’t cure. You know, like the need for sunlight. Thankfully, Tortaria is ready to debut both brunch service and an enclosed sun-soaked sidewalk patio just in time for spring. Just remember, it’s BYO sunscreen. INSIDER TIP: If you require more than liquid at brunch, try the Mexican egg sandwich with bacon. It’s like a Spanglish version of the classic BEC.

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(Every other Monday night )

11 DOYERS ST So apparently, in certain parts of the world (and unmarked basements in Chinatown), Cinco de Mayo is a bi-monthly affair. Case in point: the Pollo Party at Pulqueria. Picture an unabashed romper room of downtown denizens. Now mix in housemade guacamole and a DJ spinning classic rock and you have the perfect weeknight party. Also, the worst Tuesday morning hangover. INSIDER TIP: If things in the Pulqueria bunker get a little too steamy, head upstairs to sister bar Apotheke for a prescription cocktail. We suggest the Kissed by Absinthe. Yes, it’s got absinthe.

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Dream Downtown

Saturdays, 6-10pm, at PH-D

355 W 16TH ST It’s 7pm and you need to keep the party going. You’ve been to brunch, you’re not ready for dinner, and a disco nap sounds like a perfect way to kill your buzz. Cue Sunset Saturdays: a weekly rooftop rager at the Dream Downtown from 6 to 10pm. With bikini-clad dancers, champagne sparklers and a guest list restricted to only good-looking people, it’s the perfect pre-dinner pregame. Or brunch nightcap. INSIDER TIP: The party really gets going at 7:30pm. Yes, we know that’s technically after sunset, but then again, you’re not really here for \ April - May 2012 the196 views.


Randolph Beer 343 BROOME ST

A post-Sunday SoHo stroll calls for two things: an extensive menu of ice-cold beers and an outdoor area to drink them in. Enter: Randolph Beer, the brand-new, craft-brew-focused sister spot of Randolph at Broome. The entrance here is flanked with sidewalk seating, and there’s a secret garden in the back of the space. For those in need of a bit more discretion. INSIDER TIP: For a quick hangover cure, order the house burger, which has cheese, a fried egg and bacon. You just knew bacon would be there somewhere.

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The Standard East Village 25 COOPER SQ

Few things in this city are truly worth the wait. Shake Shack. Soho House membership. Ping-pong at the Standard. But about waiting for that last one... we’ve found a loophole. Meet the Standard East Village, the newest outpost in the Balazs Empire, and the latest resident of the old Cooper Square Hotel. Which means your Standard fix of ping-pong, patio dining and latenight cocktailing now also includes instant gratification. INSIDER TIP: Look out for a new lounge opening in the basement. We hear it may or may not involve more table tennis.

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The Team Photography: Austin Robert Haven’s Kitchen Photography: p. 11,15/16,23 Courtesy of Haven’s Kitchen TED Special Thanks: Michael Glass, Rik Kaye, Margaret Sullivan Trunk Club Photography: Courtesy of Trunk Club SweetGreen Photography: Courtesy of sweetgreen The Cutting Room Photography: p. 58, Lauren Slusher, Special Thanks: David Crafa, Anthony Spinnato Doodle Home Photography: Courtesy of Doodle Home, Special Thanks: Thane Richard Georgine Special Thanks: Etienne Paris Bonobos Photography: Style Guide, Courtesy of Bonobos, Special Thanks: Brad Andrews, Kaitlyn Reilly Axelrod

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Equinox Photography: p. 152/153, Sam Deitch, Special Thanks: Aaron Richter - VP of Design, Ashley Hamilton - Senior Interior Designer, Tessa French - Senior Interior Designer, Amanda Potter - Senior Interior Designer, Sara Agrest - Director of Design, Timothy Gaiennie - Senior Design Manager, Jill Greenwood - Designer, Jonathan Perkins - Designer The Corporate Concierge Photography: p. 96 (top), Derek Deschene; p. 96 (lower two), iStock Photo Special Thanks: Kim Misher The Business Breakfast Editorial: Jordan Blumberg Photography: Courtesy of Restaurants Listed, Special Thanks: Jordan Blumberg Spring Loaded Editorial: Jessica Reuben Photography: Courtesy of Restaurants Listed Special Thanks: Jessica Reuben

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2012 202 \ April - May 2012

Profile for The Roger Limited

The Roger | Issue II  

The Roger | Issue II

The Roger | Issue II  

The Roger | Issue II


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