Tucked away from the kinetic streets of SoHo and East Village, you’ll find a small neighbourhood that’s rich in eclectic culture and creativity. North of Houston in Manhattan, better known as ‘Noho’, has built itself up brick-by-brick. Once known as New York’s warehouse district, Noho carries a deep commercial history dating back to the 1850s. But in recent years, the in-demand neighbourhood has made a name for itself as one of the chicest places to live and work in New York. Noho’s expansive architectural features, quaint boutiques and vibrant spirit have made it a hotspot in Downtown Manhattan. Noho holds a storied artistic history, albeit one of the smallest neighbourhoods in New York. Part of that history is the influential residents that have called it home, such as Jean-Michael Basquiat and the Delanos. The impact of Noho’s rich culture stretches 3,458 miles away, to London, where NoHo Home was born. Headquartered in the heart of Fitzrovia, NoHo Home is a furniture and homeware brand built to blend art and interiors. The brand offers curated pieces, ranging from furniture to light fixtures, and tableware. Each of the hand-crafted products combines function and modern design from regions such as Scandinavia and South Africa.
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Co-founders Shuan Maroof and Harry Charles followed an unorthodox path to building the sought-after luxury brand. Maroof explored his passion for interior design from an early age. He advised on his father’s property business at the age of just 13, and went on to become a property-entrepreneur in his own right. Elsewhere, Charles built his experience within the fashion industry as a designer. The Oxford alum had his designs featured in Vogue, and worn by the Kardashians, before the two founded NoHo Home. The result of their varied experience laid the foundation for a brand that seamlessly marries fashion and furniture. “We’re very different”, says Shuan. “I’m much more into the nuts and bolts elements of running an online retail business. My focus is on supply chain, logistics, and day-to-day operations. Harry is very much more focused on making sure we stay true to our mission of marrying fashion and furniture. We are quite far from being archetypal founders, whether you’re looking at that through a technology lens or an interiors lens.”
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Uniqueness is a common theme that’s intrinsic to the brand’s rapid success. NoHo Home stands out for its commitment to individuality in a world that seems to favour trend-first fast fashion and replicable designs. You’ll find striking combinations of textures and materials across the selection of products; from boucle sofas to hourglass side tables, the form-free designs lack nothing in artistic inspiration. In addition to its broad selection of interiors, NoHo Home also provides a bespoke design service. The design team gives its upmarket clientele the reins to craft bespoke architectural masterpieces, with access to a global network of well-renowned craftspeople. Although NoHo Home is only a few years old, it’s already captured the attention of the world’s biggest names. In fact, one of the founders’ biggest quandaries is trying to fend off concession requests from popular influencers and socialites. “In a way, it’s flattering to be approached by high profile influencers who want to discuss a partnership”, Charles noted. “We do invest in marketing, but we’re very lucky that word of mouth is doing a lot of the heavy lifting when it comes to discerning clients discovering our products.” NoHo Home’s success highlights that there’s still a keen audience looking for unique inspiration in their home. The brand offers functional pieces that would compliment any home, or space that needs an injection of intrigue. But practicality aside, its co-founders are proud champions of “transforming your home into your gallery”, a place of daily inspiration and intrigue. Much like its namesake across the pond, NoHo Home is leading a revival of artistic expression and uniqueness. After all, our inspiration begins at home.
Presented by: DN News Desk
