SoHo Modern

A fan of the “industrial, old school methodology,” entrepreneur Dean Di Simone took the raw, unfinished shell of his recently purchased SoHo home and infused it with minimal, modernist details that hark back to the 1960s. With more and more New York lofts subject to strict building restrictions, Di Simone bought the home only after guaranteeing approval for his plans to gut and renovate it. 

Saarinen Executive Armless Chairs at Dean DiSimone's loft in SoHo, New York. Photograph by Brian W. Ferry.

Something of a designer himself, Di Simone has had his hand three separate design-related enterprises: Tender Creative—an advertising agency with a design focus; Paddle8—an online marketplace for collectors; and, his latest endeavor, Tokyobike—a Japanese bike and lifestyle brand he co-founded with his wife, the model Juliana Rudell.

“When I suggested we used [extra fabric] to reupholster the set of vintage Saarinen Executive Armless Chairs with fiberglass backs, Dean's eyes lit up.”

—Kyle Garner

Saarinen Executive Armless Chairs at Dean DiSimone's loft in SoHo, New York. Photograph by Brian W. Ferry.

Accordingly, Di Simone executed much of the renovation himself, although he did call in the favor of a friend, Kyle Garner, who heads a design and interiors agency called Sit & Read. Garner sourced much of the vintage furnishings seen throughout the open-plan home, including the Saarinen Executive Armless Chairs that surround the splay-leg dining table.

Saarinen Executive Arm Chair at Dean DiSimone's loft in SoHo, New York. Photograph by Brian W. Ferry.

Garner cited the material and design as ideal fit for the industrial setting: "I always enjoy selecting unique materials to work with. I had recently reupholstered a worn out vintage Milo Baughman sofa, but was able to salvage the leather cushion covers. When I suggested we used [the extra fabric] to reupholster the set of vintage Saarinen Executive Armless Chairs with fiberglass backs, Dean's eyes lit up. I love it when that happens."

Rather than surround the dining table with a uniform set of chairs, Garner chose to split up the set of six in order to introduce an element of surprise and asymmetry. One of the remaining two Saarinen Executive Armless Chairs serves as an office chair, in the company of the Vitsœ 606 Shelving System by Dieter Rams. Elsewhere, a newer Saarinen Executive Arm Chair offers a more refined counterpoint, with walnut legs and Spree upholstery.

Project Credits

Design: Kyle Garner
Photography: Brian W. Ferry