Remembering Restaurant Florent

Posted by Remo Giuffre on

Hi there. I'm just back from a few days in New York post the TED conference. Being in that city reminds me of a restaurant that once was. Read on and then order your florent design merchandise HERE.


Restaurant Florent (1985-2008) was a New York institution serving solid French bistro fare at non-exclusive prices in a low-key, congenial, Downtown atmosphere. What kept that atmosphere ignited was an eclectic clientele and, even more critically, the vision of owner (and longtime CustOMER) Florent Morellet. Florent the documentary was made in 2010. Details HERE.

When he originally opened in this decidedly unfashionable spot, it was to give New Yorkers a reliable, round-the-clock eating establishment away from the hype and glitz of the "scene." The clientele, in its early days, was restricted to those who knew it existed (and could find it), which was not knowledge easily obtained, since florent barely advertised and was on a street deep within the meat packing district, when that was still mostly just a meat packing district.

This design celebrates the restaurant's iconic letterboard upon which florent would post both the daily specials ... and, as an HIV positive man, his T cell count.

PS: Here's a REMOVISION treat. In 2008 Maira Kalman hosted the first ever reunion of M&Co. designers at a farewell-to-florent dinner at the restaurant. Thankfully, Maira agreed to let Remo crash the party. His video below or on YouTube HERE.

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