THE HOUSE GUIDE

WHAT WAS SEVEN NEW YORK?

Seven New York was Joseph Quartana’s avant-garde concept boutique, founded in 2000.

The store was built as a world of clothes, art, concept, and atmosphere. Joseph used fashion as a way to teach customers how a look could change presence before the wider market understood what it was seeing.

Seven New York championed designers whose visions would later shape global fashion — including Raf Simons of Prada, Anthony Vaccarello of YSL, Kim Jones formerly of Dior, Haider Ackermann of Tom Ford, Jeremy Scott formerly of Moschino, Bernhard Willhelm, Gareth Pugh, Henrik Vibskov, and Threeasfour among others. Seven New York made avant-garde futures legible before the market caught up. Its second incarnation on Mercer Street sharpened the idea physically: a black mirrored monolith inside a white Soho gallery, where buying, looking, and becoming moved through a designed ritual space. That same understanding later moved into scent.

SEVEN NEW YORK AS LABORATORY FOR ATMOSPHERE

Seven New York gave Joseph a laboratory for atmosphere before PARFUMS QUARTANA existed. The store staged avant-garde designers as a point of view and asked the customer to rise to it.

The buying philosophy was art first: support the real designers, choose the work with conviction, and let commerce follow from taste rather than fear. Staff, store architecture, designer selection, and customer education all served the same purpose — to make the future wearable before it became obvious.

PARFUMS QUARTANA’s perfumes behave like that store: they build a world, hold their standard, and invite the right person to cross the threshold.

EXPLORE NEXT