Natasha Baradaran celebrates 10 Years with a new showroom in West Hollywood, a fresh furniture line and more.
Natasha Baradaran introduces her new AURA Collection, photographed in her new West Hollywood showroom on the Carla slipper chair and ottoman PHOTO BY YOSHI MAKINO
“West Hollywood is a perfect intersection of the arts—from fashion to furniture,” says Natasha Baradaran, who recently opened her eponymous showroom (natashabaradaran.com) on Robertson Ave. “I feel so inspired by walking in the West Hollywood Design District. It is hard to believe that I am across the street from established brands I have always admired. I feel privileged to showcase my work next to theirs.” Here, the L.A. native shares how far her brand has come in the last 10 years.
Lago coffee tables. PHOTO COURTESY OF NATASHA BARADARAN
Garda desk and Loma chair. PHOTO COURTESY OF NATASHA BARADARAN
How does it feel to celebrate 10 years of building your brand?
Absolutely amazing! On the one hand, time has flown by so fast, but on the other, I have learned so much, my team and I have worked hard to contribute something of substance to the design industry, and we’ve grown so much during these 10 years. From a small 6-piece capsule line to a comprehensive collection represented in 10 territories in the U.S., a textile collection, in-house manufacturing in Los Angeles, and finally now a flagship. I feel blessed every day for my trajectory, and for the support of the design community that has encouraged us to grow.
Bangle stool PHOTO COURTESY OF NATASHA BARADARAN
Why did you decide to open your first flagship showroom?
Last year with my pop-up, NB Shop, I had the freedom to art direct my collection through my own vision. I realized that having all of our offerings together for the first time, from furniture to textiles, shown in a way that reflected my vibe, unlocked an important missing piece for our brand. The move to our first flagship in West Hollywood allows us to showcase our work on a bigger, more comprehensive scale… A complete NB world will unveil a new collection, along with our best sellers, in a new format that includes our full textile collection and a seasoning of my vintage pieces from Italy… seriously a dream come true.
Brera bench are on display. PHOTO COURTESY OF NATASHA BARADARAN
Tell us how you began to bring manufacturing in-house.
We have always made our collection in Los Angeles, so the desire to bring manufacturing in-house is primarily based on the desire to have even more control over our work than we already had. Control over lead times and control over the development of new designs, with a quicker turnaround from the time of design inception to new products entering the market. It allows us to grow our furniture business in the direction I have always envisioned.
AURA Cosmica mirror. PHOTO COURTESY OF NATASHA BARADARAN
“I feel so inspired by walking in the West Hollywood Design District. It is hard to believe that I am across the street from established brands I have always admired.–NATASHA BARADARAN
Squircle coffee table and Marquise sofa PHOTO COURTESY OF NATASHA BARADARAN
Tell us about the new AURA collection.
“Laidback Luxury” has been the throughline of my collection since we started in 2014. As our 10-year anniversary collection, AURA is the most crystalized presentation of this design intention. All of the past collections helped me understand who I am as a furniture designer and what my value is for our clientele. AURA captures the mood of the NB brand.
Dombak counter stool. PHOTO COURTESY OF NATASHA BARADARAN
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