When you think of a brand, you think about its ethos; products it makes; how it engages with those who purchase it as well as their followers. As you delve deeper, there are campaigns, collaborations, how it presents its assortments and how it is seen in terms of how it changes our lives and the way that we move.
This movement and exchange takes place with thoughtleaders and we're thrilled that this month our cover is with the former CMO of Netflix, Endeavor, CBO of Uber, and Marketing Exec at Apple Music, PepsiCo, and Beats Music - Bozoma Saint John. Without a doubt, she is a badass in the boardroom and she is bringing her brand of creativity on S14 of BRAVO's The Real Housewives of Beverly Hills as a full-time castmember which premiered on Nov 19th. We can't wait to see her navigate her season. We wanted to talk with her about her fingerprint on some of the most innovative brands on the planet, how she approaches her work, the launch of her hairline Eve by Boz, and being on RHOBH!
ATHLEISURE MAG: All right, so I mean, I followed your career for a number of years and have been blown away by just the Innovative companies. Just things I couldn't have imagined as a kid growing up to see you doing that. What led you to that journey to work with these Innovative companies?
BOZOMA SAINT JOHN: Well, I don't really believe in the 5 or 10-year plans. I don't even really believe in like a 2-year plan. I think you have to follow you know, the feeling of the moment. We're always in a state of evolution and so it's more important to understand like where you are and what you're trying to achieve than it is, where you're actually going. Because in hindsight, it will look like you had a plan.
I don’t know if I can answer that there was a plan in working for the innovative companies. I believe I’m an innovative person and therefore the companies found me and my job style.
AM: Do you have key moments that you're really proud of that you did at these companies?
BSJ: Yeah, of course. I don't know that there's a company I've ever worked for where I didn't feel proud of something I did there. You know, I think that as long as you know your focus on doing your best work, that there can't be a bad job.
AM: Right.
BSJ: You know, there can't be a bad work experience and so I could rattle off a whole bunch. I mean, it's like when I was working for Spike Lee (School Daze, Do the Right Thing, Malcolm X), working on Carmen the commercial for PepsiCo featuring Beyoncé (Dreamgirls, Austin Powers in Goldmember, Lemonade), who had her first solo gig was great.
When I was at Mountain Dew, working on the, AND1 Streetball initiative, it was amazing. That was the first time any of the big companies paid attention to these Black men who were playing on concrete. It was also the first time we ever created a brand lead film called First Descent using Mountain Dew and obviously, I also did the Super Bowl Pepsi Halftime Show featuring Beyoncé, followed by Bruno Mars, followed by Katy Perry, followed by Lady Gaga and those were big.
Then at Apple, I mean that was creating Apple Music.
AM: Yeah.
BSJ: You know, as the biggest thing probably because it just changed the way that we listen to music in the way that people consume it.
At Uber, it was working with LeBron James, on his production company because he was trying to break out of, you know, just playing basketball and trying to branch out and nobody wanted to give him a job because they didn't believe that athletes could do that kind of thing. And then we made this amazing piece of content which it was said he should just shut up and dribble. Which led to his own transformation in terms of his vocal presence and what he felt like he should be able to say and that he's more than an athlete. That's where it was coming from.
At Endeavor, it was working on Miss Universe and crowning Zozibini Tunzi as the first Black South African with the crown and that same year, all five beauty queens, who are black.
AM: Yup.
BSJ: So you had Miss Universe, Miss America (Nia Franklin), Miss USA (Cheslie Kryst), Miss Teen USA (Kaliegh Garris), and Miss World (Toni-Ann Singh of Jamaica). Who were all black. (Editor’s Note: In 2019, Black women won all 5 major beauty pageants for the first time in history).
AM: That was incredible and I had the pleasure of styling Nia Frankin for an editorial shoot during her reign and it was such an amazing experience.
BSJ: Oh nice.
Of course, my good friend Cheslie Kryst unfortunately, lost her life to suicide.
AM: She was lovely. I had the pleasure of interviewing her and was so sad to hear of her passing.
BSJ: Then at Netflix, it was you know, making the world understand that content can travel. You know, it's been the long-held belief that you can't use content from Spain in France or French content in Nigeria or Nigerian content in the US. I proved all of those people wrong especially because we used the pandemic as the way to do it. So a show like Squid Game would never have been possible. without that moment in time.
AM: 100%
BSJ: You couldn't have predicted that show. I mean, the creator, Hwang Dong-hyuk had been trying to sell it for 12 years!
AM: I didn’t know that until after the series came out which was incredible.
BSJ: You couldn't have sold it without the pandemic, without me being a global citizen. A true global citizen understands that language is actually not the barrier, it's the access and so if you break down the walls of access then people will be able to enjoy other cultures.
AM: I mean, I have to say Love is Blind, I've watched every edition of it starting with the US, Habibi, Japan, etc and going through the various countries.
BSJ: Yeah!
AM: Prior to watching Squid Game, I didn’t watch shows in subtitles. But after I got hooked on Squid Game, I realized that there was so much content that I was missing that I wanted to enjoy and I haven’t stopped since. I realized that if I watched that, why can't I enjoy the Swedish thrillers on Netflix, true crime etc?
BSJ: Yeah! A weird, violent, and comedic drama!
AM: We're actually going to a VIP Editor Event at Squid Game: The Experience as guests of Johnnie Walker tonight after spending time with you and I can’t wait to kind of get into the game ahead of the second season launching next month!
BSJ: Yeah, you could never predict that, that would work.
AM: I just love hearing all the different things that you've talking about. You’re also an author and you released your book The Urgent Life: My Story of Love, Loss, and Survival, which is a powerful memoir. Why did you want to share something like this as it is so vulnerable, and so amazing.
BSJ: Because leaders are just supposed to be fierce. They're supposed to be behind the corner office, behind a very heavy desk without showing any vulnerability without showing their humanity. Oftentimes, I think people think that if you go through something difficult that somehow, then you can't rise to the top.
AM: Right.
BSJ: That your traumas have to stop you. And that's not true. And so, if more leaders were able to share their humanity and have more empathy about who they work with and how they work, how they show up and we probably would have a better culture all the way around, not just even corporate culture, but in politics and in social reform and in charities, If we would just show more of our humanity, perhaps we just have a better world anyway.
AM: When I read your book, it was the first person that I knew that looked like me that could be both. Like, you're clearly very fierce, but the fact that you can still embrace these other elements was intriguing to me as I continue to learn to be more vulnerable as I figure out how to apply it for me. I commend you for that.
BSJ: Well I'm only fierce because of my vulnerability - just because of the things I've been through. You know, you don't become fierce because you sat in one place and everything was peachy keen, you know. So, I actually don't understand that dichotomy. I don't understand it when people think that like, your vulnerability is weakness.
AM: Right.
BSJ: You know, I think you say that, you know, there's so many catchphrases that people use that they don't actually understand.
AM: Right, it’s like a whole retraining. I find myself at 45 examining and thinking about how I look at things and seeing that you can be this and this and that one doesn’t deplete the other.
BSJ: Exactly! People like these catchphrases, but don't actually apply them! Like vulnerability is strength so yippie, yippie yippie, but you don't actually show your vulnerability - so how are you strong?
AM: Yeah.
BSJ: The way that people think about these phrases that have become a way of being - almost like a badge.
AM: Yeah.
BSJ: But don't actually apply life to it. They say, you know, be unapologetic, but yet you are apologizing – you’re afraid to show up as exactly as you are because you are apologizing. You may not want to say that. Because it's embarrassing. It makes you feel like you're not. But don't say that you are if you aren't behaving in that way.
AM: You are a woman who never stops. You have a hairline and as we were in prep for this cover interview and I was watching your IG even more than I already do, that’s when I saw what your new company is Eve by Boz. Tell me about this and why did you want to create it?
BSJ: Yeah, well I think as much from my business acumen you know being a Black woman in Corporate America obviously means that most of the time I'm one of one or one of few and our hair is always a topic of conversation, even if we don't want it to be. So having had the experiences in corporate where, you know, people have often said stuff about my hair you know whether it's like oh I know you know Boz is going to be crazy today if her hair is white. You know, where she's gonna be more reasonable because her hair is straight.
And it's not even just like from white people. A lot of people do that and so it's like well-meaning well-intentioned, who say things like, oh you're going into a board meeting, you should probably pull your hair back so that it's, it's not too much.
AM: Exactly.
BSJ: And then you have, you know, the legality of it all with like The Crown Act and having to find ways to just simply exist without the threat of being fired or the threat of being kicked out of school or whatever places you have to be where you just simply are trying to exist as your natural self. I remember when I got on the Apple keynote stage and yes, I was the first Black person but also, besides look, I'm a Black woman and I'm going to show up that way. Steve Jobs built that stage. Everybody knows that he showed up in the black turtleneck and his jeans and everybody has followed suit since. Maybe it's not a black turtleneck but it sure is a blue button down and maybe some cargos that were switched out from the jeans.
AM: Which is still the same look in essence.
BSJ: It was the same white tech boy look. For me, it was how do I do that, but in my own way? Truth be told, for me it was like, look, I want to wear something that makes me feel my most comfortable and most powerful, which meant that I was wearing a pink Mimi Plange dress, and my pink Louboutins with the little puff on the back. My hair was in a curly afro and very shortly thereafter, there were Tweets and comments both positive and negative about my hair and that's just one instance where I made a deliberate choice to wear my hair a particular way.
AM: Yeah.
BSJ: When I got my job at Uber and I was a Chief Brand Officer, I did decide to show up with my braids down to the back of my kneecaps, because it was like look where else are you gonna see anybody in the Chief seat like that.
At the time that I became the Chief Marketing Officer at Netflix, I was the only Black C-suite executive with budget in any of the most profit companies on the planet. The only one man or woman. It was important to me, then also to show up with my hair however, the hell I wanted to show it.
Now the challenge has been that I happen to like hair and wearing numerous ways. Whether I have somebody fabulous like Nikki styling my hair or I'm at home. I have made wigs. I have cut my hair, I have - well, Nikki, has had to take care of some of my cuts – that’s fine and we won’t talk about that - ha! But the point is that, regardless of what I'm doing, I've always had to manipulate the hair so that it matches my texture, so that it matches my complexion, so that it feels more like me. Why do I have to do that when 80% of the consumer base is Black or women of color? The product that is being made is being centered around white women. That doesn't make any sense as they are under 20% of the of the market. Now I can see makeup companies - I understand. You are focused on white women even though they happen to be 50% of the marketplace or whatever, because you know that's quote unquote majority. But is it a majority because wasn't it just because it wasn't available?
AM: Exactly.
BSJ: So you change that dynamic and you make it available, then shouldn't the numbers increase? So that goes for makeup, other beauty products, skincare etc. But when we talk about hair, the numbers already exist. It's not as if we're saying, oh do this, and they will build this and they will come. They are already there, you're just not even serving them.
AM: Right.
BSJ: So it was Innovation like lace color. I mean right now I just have 3. Can you imagine if I had 40?
AM: Wow!
BSJ: And I'll get there. Right now, we have 3. You know, can the textures not be named these ridiculous names that don’t have anything to do with us?
AM: That part!
BSJ: No disrespect to the Burmese, but why am I wearing Burmese curly?
And who named it Yaki Straight?
AM: Liteally was just going to say where did Yaki come from?
BSJ: Was it an actual yak? What are we saying? What are we talking about?
AM: When you were there with the names, I was literally like, what about Yaki?
BSJ: I know right? Where did that come from?
Why does everything have to be Kinky?
AM: Exactly!
BSJ: So my point in the building of the company was yes, both from a product standpoint and being Innovative in that way because of lace, textures, etc. But also because I want the narrative to change. So what we call the hair and where it's produced. So it's very important to me that every tag had created in Ghana. So meaning that the hair is still sourced from Asia, because that's the number one market and it's very difficult to change the supply chain from there, but manufacturing doesn't have to be done there.
AM: Right.
BSJ: So manufacturing in Ghana, using ingredients that are found on the continent, whether that's Moringa, Baobab Tree Oil, Rose hip, Shea Butter, Palm Tree Oil – these are all amazing ingredients that are found all over the continent. We've been using it for a Millennia and so some of the big, you know, companies are already using that in terms of, soaps, lotions and things like that. You'll see a lot of Shea Butter, and Moringa is starting to make its way into the marketplace. But it's still not used in hair and it's not treated. So most of the time, what people do when they purchase these units, is that whether it's wigs, closures, bundles - they're getting it out of a plastic bag first of all. It stinks to high heaven because it hasn't been washed and hasn't been processed in a way that's healthy for us. So, I changed all of that, including the packaging that you receive the hair in, it's fabric. It's actually a bonnet.
AM: Oh, wow!
BSJ: It’s a bonnet that is used as the bag to put the hair in.
AM: That's smart.
BSJ: The fabric I made myself at GTP which is Ghana's first textile company was founded by Osagyefo Dr. Kwame Nkrumah, who was Ghana's first president. And they're established and their mission was to also showcase the patterns of Ghana to the world. So why not follow in those footsteps? On top of that, it's like the hair products that go to treat the hair – by the way, we don't have any that are specifically formulated for extension hair and so I did that.
AM: Oh wow!
BSJ: I partnered with a Black woman chemist, Jerry Watson, who is amazing. She's worked at all the big companies before. She has a few patents herself and I wanted to formulate new products that I could then own the formulas and also use for these specific products that I'm making. So that meant shampoo, conditioner, leave-in conditioner. A hair perfume which is my favorite of the line. In three scents, Genesis, Rose of Eden, and Earth Bomb - those use Baobab Tree Oil, Rosehip and Moringa Oil respectively. I made a Goddess Paste which is an edge control.
I have this product called Native Skin, which is innovative because it hides the lace. So it's like a paste that you put on the lace to camouflage it again in three colors so that you can match it to your shades. And It just felt to me like once I was going, there was no stopping. The truth of it is that I think I made this for myself because I made it for anybody. You know which is just like I've been in the spotlight, and doing my hair and all kind of ways for a long time. Sometimes I want to pick out some hair and go!
AM: And how many SKUS would you say you started with?
BSJ: I have 166 SKUS.
AM: Wow.
BSJ: Yeah, so big.
AM: My background is in wholesale so listening to you talking about the assortment and how a number of them fall into 3 shades, I felt that it was 100+ maybe even as high as 210 – 250.
BSJ: Yeah exactly!
AM: Do you envision going to HSN or QVC down the road? I created a collab line with a footwear brand it being able to be on that platform to talk about the brand as well as the designs I created was a great way for consumers to become engaged and to drive sales.
BSJ: Oh right, right, right! You know, I don't know if I want to do HSN. Maybe. My primary concern is that I'm in control of the entire chain. So I don't know that I want to go in that direction. Right now, I have direct to consumer (DTC) via the website, the only retail location actually is in Ghana at my headquarters, where if you're in Ghana, you can come to the store and purchase.
AM: Okay.
BSJ: I plan to own my own retail, so I don't plan to, you know, sell through any big box. If I have a big box, it'll be my own. So right now, it's like I want to be able to build the consumer base to understand the product first and then create the demand to have retail myself.
AM: It’s really interesting to hear about Eve by Boz and the innovation that is built into it and how it is structured! I can’t wait to see how it continues to move forward!
How did you decide to come to The Real Housewives of Beverly Hills?
BSJ: That came after the fact in my sabbatical while writing my book, I was trying to consider where else to go. You know, what else I wanted to do, what company I want to work with. There wasn't anything that was really drawing my attention. I had a few meetings that were great companies but just nothing that I felt passionate about, and then I made the decision to start my own and build my own.
Which was scary and all of the things. Because it's just like, oh my gosh. I could just comfortably, go and sit in somebody's seat, get paid a lot of money and just keep doing that, you know? But starting my own thing felt like such a departure from anything that I thought I ever wanted to do. And so, when I got the call about the Housewives, it almost felt like just keep going.
AM: Yeah!
BSJ: You know, in the same direction where it's like, look, I'm not ignorant to the fact that it's a huge platform that people are excited about that other women have created businesses off of, but you know, not for nothing. I don't believe that there are any, who have started the way that I'm starting, right with the kind of purpose that I have.
AM: Well, that was the thing that caught me by a surprise. I've been watching Housewives since the very beginning starting with the Orange County and I have watched every franchise and there is generally a very specific type of woman and I'm like but you're coming out completely different. All anyone has to do if they have not followed you previously is to Google you!
BSJ: Right! I already exist! I appreciate that because also you know, how do I say this? In my entire career, it has been about quote unquote representation.
My entire career. I can't remember a time when I was working where it was just like, oh I'm just Boz to be Boz. I don't remember a time. It's always been like, oh, you're representing this entire group of people and then it got worse and worse and worse as I became more and more and more successful, it was like what if I had failed on that Apple stage - we all know.
AM: Of course.
BSJ: There wouldn't be another one. You know it!
AM: Facts.
BSJ: I don't even have to explain it to you and not only that, it's like every space has had to be shattered. We've had to represent it every single space. So on this show, I look at it and I'm just like but then why not represent here? You know it's like what about the corporate baddies who look like me, who act like me, who don't care about wearing a gray suit, who want long claws, and weaves down to their asses. What about them?
AM: 100%
BSJ: Why not have the self-made girl down there? You know it's like I've been a widow for 11 years, 11 years. That’s a long time. My daughter was 4 when my husband died. I at the time I wasn't like it just the whole future looked so far.
AM: Yeah
BSJ: Everything just looked like it was just too far to get to and now she's 15 and a half. We're talking about colleges and it's remarkable to me that I've been able to come as far as I've come and so again, this is not a knock to anybody who's done a different way.
AM: Right.
BSJ: I'm just saying there's some of us out here who've made it ourselves. Who like when you see the success and what we came through, everything have our claw marks on it.
AM: That part, I’m feeling that in my soul right now!
BSJ: Because we climbed ourselves. Nobody gave this to me. So there's not a single day that goes where I'm just like, oh my gosh, I'm so like, oh, what if this happens? No, I've seen the worst already. I've been to the bottom already and I climbed out and so there's nothing that scares me about anything. And so that's why it's like I'm like what about those women? Like where are they in this lineup of people that we see or are they not important enough to be represented? They're more of us and they're all done.
So my hope is that being on this show is yes both about getting a platform for my business, but also doing what I've always done which is simply represent for those who are not represented.
AM: I love hearing this.
Are there any other upcoming projects that we should keep an eye out for?
BSJ: I know, right? You never know. Tomorrow I could be like – Anita!
AM: I have followed you for so many years. I've awalys been impressed by you with everything that you've done. The fingerprint that you have left across industries, verticals, and projects is amazing and has left significant and dynamic impressions! So I know that there is always more out there!
BSJ: But that's what I find is so beautiful about life. Again, just going back to why I live my life the way that I live it. You know it's I think again it's so cliche when people say like carpe diem.
AM: Right.
BSJ: Because they don't even know what they're talking about. I know I look pretty, but I'm a Latin student, you know, High School and in College, I took Latin the entire time. Carpe diem doesn't mean Seize the Day. It actually means A Plucking of the Day. It's more delicate and intentional, so carpe diem, quam minimum postero credula means pluck today - trusting as little as possible into the next one.
AM: Ooo.
BSJ: That's the whole thing. So the idea that you will trust tomorrow.
AM: Right.
BSJ: That you trust what's not yet seen.
AM: Right.
BSJ: Versus making today, the most important thing, the most powerful thing. It's crazy to me. And so that's why I'm living this life this way. You know, I'm taking everything that I can, I'm making everything as I go. It's like tomorrow I might wake up and have a new idea and I'll go do that.
AM: Exactly!
BSJ: You know? But I'm not worried about what's to come, because I'm so excited about the life that I'm living today. So there is no need for me to worry about what comes or when I go from this planet because I'm gonna live the best one that I can. It's not it's not flippant to me. So again, people say these words and they say them without knowing. They're like, “oh live like today's your last,” are you really though? Are you truly? Are you waiting until six months from now to be the thing that you want to do? Are you waiting a year to ask for that raise? Are you still in a relationship that you shouldn't be in? Because why? You're gonna wait five years until your kid gets a little older? I don't think so. So for me, it's like if you're really gonna live this life to its fullest then you have to start actually living a true story!
AM: Wow.
I think back to Paul and I sketching out this magazine in the Summer of 2015 and then we dropped the first issue in Jan 2016. In addition to thinking about concepts and flow, I made a list of 10 people that I wanted as a cover and you were in that list of 10 and here I am talking with you as our cover for our 107th issue!
BSJ: Girl really? I didn’t know that! Oh wow that’s amazing!
AM: I just appreciate you being out there and being all the positions that you did where who else would have done something like that and for you to be the first to leave that door open in other areas for other people it’s a legacy that you can proud of.
BSJ: Oh thank you. That means a lot and I really appreciate that.
AM: When you’re navigating from point A to point B, you do look up and out to see what other trailblazing is going on. So seeing all the things and where you continue to go, I'm just so happy to see somebody that's like this. Then when you were announced on the show, it became next level and I was just like, ok, she's gonna shake some shit up.
BSJ: Exactly. No, that's just it. I mean no I really really really appreciate you saying that though because I do think it's it's really so important for us to be seen. And the thing is like, you know, in addition to us seeing each other, I want other people to see us you know? It goes back to like even the company where I'm just like man, I do not see us.
AM: A lot of times we don’t.
BSJ: How are we centered? Because if you actually saw us, you would talk to us.
It's like, look, we need more opportunities to be seen in more beautiful ways and more intentional ways. You know, it's like it can't just be one note or one-dimensional.
AM: Exactly.
BSJ: And so that's why I also find it really important that, you know, both from just like I don't take the image to be superficial at all. It's like people often do that, like, what's the big deal about clothes and I'm like, no, it's very important.
AM: It’s huge.
BSJ: When you’re out, when people can spotlight you and say that one. So that's why it's like even in doing this I'm like okay you know we just got to make sure that it looks the way it's supposed to.
AM: Yeah, I'm a very first show every show.
BSJ: This, we are on the same wavelength! I can't! I don't I understand it when people show up halfway it just makes no sense!
AM: It's just not how I was raised. I come from people who did multiple things within their careers and I know that it is possible to be able to navigate that, but it has to be done right!
IG @badassboz
We enjoyed being able to sit down with Boz to talk with her about her career, outlook, RHOBH, and more while we were in the midst of shooting her cover editorial for our NOV ISSUE #107! Our shoot included looks that can be worn in Fitness, Out + About, WFH/Lounge, and Night Out.
THE INTENTIONAL ONE COVER EDITORIAL | TEAM CREDITS
PHOTOGRAPHER Paul Farkas | FASHION STYLIST + CREATIVE DIRECTOR Kimmie Smith | MUA Ashley | HAIR STYLIST Nicky Newland |
IG @pvfarkas
THE INTENTIONAL ONE COVER EDITORIAL | STYLE CREDITS
FITNESS LOOK | PG 16 - 26 | SKIMS Bandeau | GORWEAR Progress Thermo Bib Tights | DEEPA GURNANI Lalika Earrings |
OUT + ABOUT LOOK | PG 29 + 30 | PANTORA Florence Jacket + Florence Pants | WOXER Rib Tank Top | SIMONE I. SMITH X MISA HYLTON The Misa Doorknockers |
WFH/LOUNGE LOOK | PG 33 - 42 | PANTORA BRIDAL Taylor Robe | ATHLEISUREVERSE LUXE Lace + Tulle Deep V-Neck Adjustable Tap Pant Bodysuit | PONO BY JOAN GOODMAN Azalea Clip Earring + Mini Barile Maria Necklace |
NIGHT OUT LOOK | PG 44 - 54 | HWIT Red Gown | DEEPA GURNANI Teresa Earrings | MIRIAM HASKELL Necklace |
THE INTENTIONAL ONE COVER EDITORIAL | PHOTOGRAPHY CREDITS
| SONY Alpha ILCE 7RM5, FE 50mm F1.4 GM, FE 70-200 mm F2.8 GM OSS II, FE 24-70 mm F2.8 GM II + HVL-F45RM Wireless Radio Flash | SIRUI Dragon Series Bendable RGB Panel Lights Set of 2 of B25R*2 Kit + DJ280 |
Our cover editorial took place at 77 Greenwich PH. This luxurious space was the perfect setting to showcase the looks and the vibes for this story. We sat down with the team at 77 Greenwich to find out more about the property and specifically the penthouse unit.
ATHLEISURE MAG: When did this residential condominium open, how many units are still available, and can you tell us about the neighborhood that it is located in?
77 GREENWICH: 77 Greenwich officially opened in 2020, and it has quickly become one of the most sought after addresses in Lower Manhattan. Out of its 90 luxurious homes, there are a variety of unit types still available for purchase, most notably the Cloud Club Residences on our uppermost floors, which we just released. Located in the heart of Lower Manhattan, the building is on the west side of the Financial District overlooking the Hudson River and Battery Park. Our pocket of Lower Manhattan is a burgeoning but off-the-radar neighborhood that has rapidly transformed into one of the city's most convenient and vibrant places to live. Aside from the 80+ acres of waterfront parks at our doorstep and Manhattan’s newest Whole Foods Market a block away, we’re adjacent to nearly every subway line, and we can walk to a dynamic mix of cultural hubs such as the new Perelman Performing Arts Center. Lower Manhattan has also developed an award-winning dining scene, from Michelin-starred restaurants to the newly made over Tin Building at The Seaport. Residents of 77 Greenwich overlook all of this and soak in expansive views of New York Harbor and the Statue of Liberty. This "New Downtown" offers the perfect combination of contemporary living with historic charm, and is one of the most desirable places to live in the city.
AM: Who are the architects/developers that are involved in 77 Greenwich and what can you tell us about them and how they came to this project?
77G: 77 Greenwich was designed by FXCollaborative, a renowned New York-based architecture firm celebrated for its sustainable and innovative designs, with interiors by Deborah Berke and Stephen Brockman of TenBerke. The vision for the tower was to create a structure that blends seamlessly with the historic neighborhood while offering a refined, luxurious lifestyle. The building’s pleated glass curtain wall is a testament to FXCollaborative’s ingenuity, maximizing natural light and framing breathtaking views of the New York Harbor and Freedom Tower. FXCollaborative is known for its commitment to green building practices, and this project was designed to meet LEED certification standards, reflecting their dedication to sustainability.
The development of 77 Greenwich was spearheaded by Trinity Place Holdings, a respected name in real estate known for revitalizing and creating exceptional properties. Trinity Place Holdings aimed to make this project a cornerstone of Lower Manhattan’s transformation into a vibrant residential and cultural hub. Their vision encompassed more than just luxury living, and thus incorporated a new public elementary school to foster community growth and strengthen neighborhood connections.
AM: 77 Greenwich has 42 floors and 90 residences. What are the community amenities that are offered in this building that residents can enjoy?
77G: The amenities at 77 Greenwich have been thoughtfully designed to enhance every aspect of residents’ lives, from wellness and leisure to entertaining and convenience. The highlight is Cloud Club 77, located on the penthouse level and rooftop, which offers breathtaking views and exclusive spaces, including an art-filled lounge with a fireplace, a private dining room with a catering kitchen and a double-height fitness center. Families enjoy the fully-supplied children’s playroom, while fitness enthusiasts utilize the training studio and the multipurpose game room with direct access to an outdoor terrace. Outdoor areas, crafted by Future Green Studio, include a rooftop garden with a grassy lawn, a meditation deck, grill stations, dining spaces and a play area for children. All of 77 Greenwich’s residents have access to these top-floor amenity spaces. Additional outdoor features include a Japanese rock garden, pergolas, a dog run and a zen garden on the 12th floor, providing another tranquil retreat above the urban setting. Practical amenities include a 24-hour attended lobby, dedicated storage spaces, bike storage and a package room.
AM: This property is clearly luxurious, what can you tell us about the environmental sustainable elements that are here?
77G: 77 Greenwich is designed to meet LEED standards, emphasizing environmental responsibility and sustainability. The building incorporates energy-efficient systems, including high-performance windows and advanced HVAC systems that reduce energy consumption and are private to each residence. The use of sustainable materials throughout the building is central to its design, and the inclusion of green rooftops and gardens provides both aesthetic appeal and environmental benefits. These features, combined with its energy-efficient infrastructure, make 77 Greenwich a model for luxury living that is also ecologically responsible. The building integrates green design seamlessly, ensuring that its residents can enjoy an elevated standard of living without compromising on sustainability.
AM: Tell us about the outdoor space which was designed by Future Green Studio.
77G: The many outdoor spaces at 77 Greenwich, designed by Future Green Studio, are a standout feature. This Brooklyn-based landscape architecture firm is known for its innovative designs that integrate nature with urban living. At 77 Greenwich, they have created multiple outdoor spaces that offer both relaxation and recreation. The open-air rooftop garden spans 3,600 square feet and includes a grassy lawn, a play area for children, a meditation deck and grill stations. The design promotes a sense of tranquility amidst the hustle and bustle of the city. Additionally, the Cloud Club level features a Japanese rock garden and lounge areas, offering residents a peaceful space. Below, a 2,350-square-foot terrace on the 12th floor includes pergolas and a dog park, catering to the needs of families and pet owners. The outdoor areas are thoughtfully designed to make the most of 77 Greenwich’s sweeping views while offering residents an intimate and serene escape within their building.
AM: We’re thrilled that our cover editorial took place in the penthouse of Greenwich 77! What can you tell us about the floorplan of this unit that was designed by TenBerke.
77G: The Penthouse at 77 Greenwich is a stunning example of contemporary elegance, designed by TenBerke, with recent customization options led by Stephen Brockman. Spanning 3,531 square feet, this four-bedroom, five-and-a-half-bathroom, plus home office residence is truly one of a kind. The design prioritizes open space and natural light, with floor-to-ceiling glass windows framing breathtaking views of the New York Harbor. The penthouse features an expansive great room with southern, eastern and western exposures, offering panoramic views of the city’s skyline and waterways. Finally, the Penthouse includes a private loggia terrace, adding 219 square feet of outdoor living space overlooking New York Harbor. The design emphasizes both stylish functionality and timeless elegance, with sleek materials like Blue de Savoie marble countertops and custom fumed sycamore vanities. There are very few newly constructed homes of this size available in Downtown New York City.
AM: For those that may be interested in buying this unit, what options do they have to customize this space?
77G: The penthouse at 77 Greenwich is a customizable masterpiece. Led by Stephen Brockman of TenBerke, customizations are available for buyers, offering options to tailor the space according to their individual tastes. From custom millwork to bespoke finishes, the design team allows for personalization across the home.
Buyers can choose from a range of high-end materials and finishes, such as custom cabinetry and flooring options. Whether it's altering the layout, adding additional built-in features, or refining the color palette, the options available enable prospective buyers to create a truly personalized residence that fits their lifestyle and aesthetic.
AM: What are some of the key features of this property that our readers should know about?
77G: 77 Greenwich offers an extraordinary blend of modern luxury, thoughtful design and a location that captures the essence of downtown living. The building features 90 residences, ranging from one to four bedrooms, each outfitted with high-end finishes and appliances. Floor-to-ceiling windows frame breathtaking views of the New York Harbor and iconic landmarks like the Statue of Liberty, offering an unparalleled living experience in Lower Manhattan.
All of 77 Greenwich’s residents can take advantage of its top-floor Cloud Club 77 suite of amenities, including the Cloud Club lounge private dining room and a double-height fitness center overlooking the Hudson River. The rooftop garden, designed by Future Green Studio, offers residents a peaceful outdoor retreat with a children's play area, meditation deck and spacious dining areas with grill stations. There is also a multi-use game room and a fitness center with terrace access, making it a perfect blend of relaxation and active living.
The location of 77 Greenwich places residents in the vibrant Lower Manhattan area, close to a wealth of cultural, dining and entertainment options. Nearby, Manhatta offers elevated dining experiences with panoramic views, while the Perlman Arts Center in the World Trade Center complex provides world-class performances. With its proximity to world-renowned restaurants, shopping and cultural landmarks, 77 Greenwich offers an unmatched lifestyle.
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The penthouse also comes together with its impeccable staging which was done by ARTEFACTO a 3rd generation Brazilian firm that manufactures its own furniture as well as supplies a cohesive look in an array of properties! We wanted to know more about the inspiration behind how they staged 77 Greenwich PH, the history of the company, their recently launched showroom here in NYC, and more. Pietro Bacchi shares this and more with us.
ATHLEISURE MAG: We enjoyed shooting at 77 Greenwich St PH and as we have spoken to the building about this particular unit, we’re looking forward to speaking with you as well. We wanted to know more about your business and the staging that you did at the penthouse, which is beautiful. Before we delve into that and the staging that was done there, can you tell me about ARTEFACTO as a firm, its history, and what you guys do?
PIETRO BACCHI: ARTEFACTO is 48 years old and it’s in its third generation. The firm was started by my grandfather in São Paulo Brazil. My father formalized the corporation and brought it to the United States via South Florida. We quickly became market leaders in Florida, and throughout South America and now, we want to kill it in the Northeast. I run the New York operations with my twin brother, Bruno. We're very happy about this New York expansion.
AM: Did you always know that you would work in the family business?
PB: In the beginning, I wasn't really sure, to be honest. When I started seeing all of the components together from the design to the manufacturing and delivery, it gave me a whole different scope. I started thinking about how big this business could actually be. I got to see the real craftsmanship and quality of work that goes into every piece. We have about 1 million square feet of manufacturing and showroom space including the recent New York expansion. That’s 1 million square feet under one roof. We do absolutely everything from upholstery to woodwork to leather and suede.
AM: Wow.
PB: Yeah, from designing SKUS on a computer, to making prototypes to launching a whole line.
AM: What are the kinds of projects that are of interest to your firm when you're looking to add things into your portfolio? You were talking about obviously you have the manufacturing but then you also have all of the staging that you do as well.
PB: We have quite a few different streams of business that we've been adding to our model in the last four or five years. One of them is a staging. The reason that we do staging is because it's beneficial for all parties.
AM: Right.
PB: It’s great for ARTEFACTO because our products are displayed in a beautiful apartment instead of sitting in a warehouse waiting for delivery. So it's kind of an extension of the showroom. Obviously, the developer can show the unit more beautifully and the idea behind it is that it actually sells completely furnished which happens about 80-85% of the time. So that's a huge model for us. We really specialize in residential, but now we’ve branched off into the commercial sector as well. We just finished Casa Cipriani in New York City, I don’t know if you have been there.
AM: Yes, it’s lovely.
PB: We just finished that project. That was one of our bigger commercial projects. And we have a lot in the pipeline, but of note, we did the Hotel Du Cap Eden Roc in the South of France for their 150th year anniversary.
AM: Nice!
PB: So that that's kind of the key piece of why we work so well with the real estate sector. You can't really do that at that level of customization if you don't have the manufacturing component. It’s not the most beautiful part of the business, but by far one of the most important.
AM: Tell us about your Madison Ave.showroom.
PB: We got super lucky. We found the perfect corner on 32nd and Madison with double-height ceilings on the first floor. There’s a tree that we blew the ceiling out for so you could see it from the first and second floor. The first floor is more of a museum-styled concept; all of our new collection living room sets. Upstairs, we have distinct spaces designed: living, bedroom, dining six times over. We have different fabrics available for customization and everything you see on the showroom floor is ready for immediate delivery in two weeks.
AM: Wow, that’s amazing!
PB: That's one of our big selling points because, you know, everybody knows how long you wait for furniture especially after COVID.
AM: A 2 week turnaround is phenomenal because we have friends that are still waiting for their couches and it's been 8 weeks.
PB: I've heard eight months at one point!
AM: Yikes!
So what's your role at the company as well as your brother to get a scope of the kind of the things that you are involved in.
PB: My brother handles the complicated and important backend… manufacturing, the warehouse, and logistics. I handle business development, the PR teams of course, marketing and product development. But together, we're working on this big United States expansion.
We picked Miami as our first showroom in the United States - my analysts looked at, from the American public point of view - because Miami is the bridge into the United States.
Whereas New York is known as the bridge to the rest of the world. In New York, you have the best architecture and developers. The restaurants are amazing and the culture is next level as well. So it made sense as a solid move. Believe it or not, it's very similar to São Paulo with its character, and similar kind of aesthetic in interior design, fabrics, etc.
AM: We get that. Recently we watched a few thriller series on Netflix that take place in São Paulo and the similarity is interesting.
In looking at the penthouse at 77 Greenwich as a point of reference, when you take on a new project or you partner with a residence or developer, can you walk us through like, how you stage a property from where do you start, and what's the inspiration? There were just so many details and elements of that place that really came together beautifully.
PB: Absolutely. I mean, I’m definitely very proud of our projects. Usually, we hear from the Sales Team of the building if it's a new development. We listen to the problems that they're having and usually the number one problem is that the clients can’t visualize themselves in the space. They don't have an imagination in terms of what a dining table of 8 people or 10 people will look like in a space. How many people are in the living room? Especially in these bigger apartments - it's especially difficult. So then, we look at the floor plan and we dissect it. We look at the mood and the feeling that we're going for. Obviously our Miami line is completely different from our New York line, and that’s completely different from our Hamptons line.
So we have quite a few pieces to choose from and then basically, they pay me a deposit which is one-third of the staging package furniture process. But the reason the developers love it so much is because the remaining amount is paid after the property sells. It's about marketing property and so it's an investment on both sides essentially.
AM: Right.
PB: It's an investment for us because obviously, it's the products that would probably be sold and shipped out from the warehouse. It's also an investment on the broker’s part or the developer because there is a deposit. They are trying to maximize those profit margins, so it gives them an opportunity to do that.
AM: What are the some of the key elements that you added into 77 Greenwich St PH that you would like to highlight, especially?
PB: I think the double-size sofa. It’s a beautiful touch there by the window.
AM: I love that piece. It makes such a statement.
PB: And that's kind of why we put that oversized mirror on that wall, because anywhere, you sit in the apartment and you get the view of the water and the Statue of Liberty. I think the most important thing that we think of when we go to stage an apartment is, what are the first five seconds of a person who's going to buy? What is the reaction going to be? That's why we make it as big as possible and as grand as possible. We really try to invoke all five senses! We have the music playing, the aromas in the air, the lighting is correct. I think it's a huge part of it.
AM: From start to finish for this Penthouse unit for example, how long did it take for you to Stage it?
PB: So between getting floor plans and preliminary estimates and that kind of thing, that takes about a week - week and a half.
AM: Oh, wow!
PB: Then once the client is ready to move forward, it takes about two weeks to install and deliver.
AM: That's pretty quick. Wow!
So, for developers that are reading this, how can they begin to work with you or reach out to you so that they can talk about their project?
PB: Yeah, whatever they prefer. I think the most important thing ever is to come into the showroom on Madison that we just built because it is - and it's not because we did it - jaw dropping from every angle!
AM: We definitely want to drop by to see your showroom for ourselves.
For those that have their own homes who are also reading this issue, are they able o go on your website and buy their desired pieces a la carte like they would at another furniture or interior design store?
PB: Yeah, we do have an online presence. But for the high-end furniture realm that we're in, it’s more common for them to come into the showroom so that they can come in and sit down on the furniture and actually see it. We also offer a design service where the clients come in and the designers and the architects come, they bring their floor plan and make sure everything's in sync. We do a full presentation of swatches and fabrics to marble, and art as well as accessories. We really try to make it a turnkey solution.
AM: Wow, that's amazing.
PB: Right, for these clients and architects.
AM: It’s been great to find out more about ARTEFACTO and its scope. What has it been like for you to be involved in this business that has been around for three generations?
PB: I mean, first off, I couldn’t be more happy to do this! We have had a lot of positive feedback even though we have only been open in the New York showroom since September. There have been a lot of clients walking in, a lot of people hearing about the brand for the first time, which is amazing!
I think Brazilian furniture definitely had its time back in the day, you know, with Oscar Niemeyer, Sergio Rodrigues, and other designers of the world and then it kind of died down. So Vèr - our new collection - is our fresh take on the community.
Vèr really pulls from The Mid-Century Modern design that Brazil had to offer with all the natural woods and natural lines and what we've created is completely different than anything you see on that entire block.
Read the NOV ISSUE #107 of Athleisure Mag and see THE INFLUENTIAL ONE | Bozoma Saint John in mag.
