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Get the look of a NYC loft with French flair furnished by Design Within Reach

Mimi headsht
By Mimi OConnor  |
March 17, 2021 - 12:30PM

Greenwich West is a new building designed by French architect Françoise Raynaud. The model apartment features furniture from Design Within Reach.

Greenwich West 

When perusing New York City real estate listings, you'll see a lot of beautiful and high-priced apartments, decorated (naturally) with beautiful and high-priced furnishings. While you may not be able to afford that multi-million dollar condo, or everything in it, it is possible to steal a bit of that high style with the purchase of one chic, on-trend piece.

That's where our feature, "Shop This Space" comes in. In it, we highlight a pleasingly-appointed room in an apartment that would bust most New Yorkers' budgets and find out how much the furnishings are, and where you can get them. So far, we’ve looked at a Williamsburg waterfront rental, a condo in Hudson Yards, a penthouse on the Upper East Side, a Lower East Side "tough-luxe" one bedroom, a Nomad penthouse, and a Tribeca penthouse serving as a shelter mag’s design showcase home. 

Next up is a living room in a model apartment at Greenwich West, a new building designed by Françoise Raynaud, founder of Paris-based studio Loci Anima. Located at 110 Charlton St. in Hudson Square (a former industrial neighborhood where Disney and Google are building new office space), the aesthetic of the 30-story residential tower combines 20th-century French design, Art Deco curves, and industrial-style casement windows for the feel of a NYC loft building. Apartments, which range in size from studios to three-bedroom penthouses, are currently listed from $1.1 million to $7.95 million.    

Jes Paone, design director at Strategic Capital Partners, took a somewhat unconventional approach to furnishing the building’s model apartment. He elected to partner with a single retailer, Design Within Reach, to provide all of the furniture in the model residence.

“When it came to finding a partner for the model apartment, the most important thing was selling the space and letting the architecture do the talking,” he says. DWR’s contemporary, mid-century modern pieces paired well with the aesthetic of the project, Paone says. They highlight the “casual elegance” of the architecture, while also being attainable, i.e., not custom or the price of a small car. 

At the same time, partnering with an established retailer with a solid manufacturing pipeline has some practical advantages. Paone has worked with DWR in the past, and the company had a contract division, as well as numerous product lines under its umbrella. “During corona times, you’re unsure if people can deliver,” he says. “Working with them, I was confident [they could].”

The strategy has also proven to be an effective sales tool, especially for buyers looking for apartments to use as pieds-à-terre. One pair of buyers decided to purchase an apartment fully-furnished with the DWR items. 

Below, the pieces you’ll find in the room above, and how to get them. 



A casually luxurious leather couch, $11,195

Tiki three-seat sofa, fogia

The soft leather will change as it ages.



An extra soft rug, $3,055 

Sheared sheepskin rug,

Tanned without chromium, which is much better for the environment.


A minimalist coffee table, $2,112

Motif side table,

This one has a painted steel frame and inlaid saddle leather top.



A cozy, low-profile chair $2,800 

Pacha chair,

A design from 1975 envelops the sitter with its rounded form. Available with a fixed or swivel base.


A minimalist floor lamp, $420

Pleat drum floor lamp,

The tiny pleats create a wam glow. It also comes in all-white.


A quirky lamp, $1,100

Snoopy table lamp,

A light-hearted familiar design made in Italy. You can dim the light too.


An elegant vase, $191

Echasse vase,

Inspired by test tubes, the base is brushed brass.

Mimi headsht

Mimi OConnor

Contributing Writer

Mimi O’Connor has written about New York City real estate for publications that include Brick Underground, Refinery29, and Thrillist. She is the recipient of two awards from the National Association of Real Estate Editors for interior design and service journalism. Her writing on New York City, parenting, events, and culture has also appeared in Parents, Red Tricycle, BizBash, and Time Out New York.

Brick Underground articles occasionally include the expertise of, or information about, advertising partners when relevant to the story. We will never promote an advertiser's product without making the relationship clear to our readers.