One would be hard pressed to find a more quaint slice of Parisian-style living in New York City than Balthazar; the 180-seat SoHo eatery that’s just as renowned for the estimated 600 lbs of frites it serves daily as it is for being the go-to cafeteria for the fashion set. As such, it’s surprising that Keith McNally’s beloved bistro has traditionally eschewed all requests for a brand collaboration.
That’s why it came as something of a surprise to regulars when a little heart-shaped logo accented with a capital-A recently appeared on Balthazar’s doorways, menus, and the crinkly wax paper bags used for baguettes and croissants in the bakery next door. It turned out it was an A for Ami, the French label founded in 2011 by Alexandre Mattiussi, who had been given the inaugural honor of a partnership. Fitting, given the designer’s longstanding love for the restaurant that dates back to his formative days in New York.
“I worked upstairs at the Marc Jacobs office, which was my last job working for a creative director,” Mattiussi told Vogue. “I used to escape to go for lunch, but New Yorkers don’t really take time for lunch. They would always say, ‘Where are you going?!’ so I started having breakfast here instead, and I loved the simplicity of it and how classic it is. My parents used to cook very easy and simple meals, and for me, fashion is like cooking. I like simple things; like a great jacket, white trousers, and a navy sweater.”
Reveling in the simple pleasures—a dry martini here, a steak frites there, and a beautiful tarte tatin for dessert—were many friends (amis!) of the house that made up a fun and eclectic group. Aubrey Plaza, Jeremy Pope, and Matt Bomer held court with Tessa Thompson—who is readying to make her debut in The Fear of 13 on Broadway—trading their best tips for conquering such a highly-anticipated stage show and its grueling schedule. Meanwhile Mattiussi delighted guests including Joseph Altuzarra, Sebastian Stan, and New York Rangers star center Matt Rempe with tales from his recent adventures to Carnival in Rio de Janiero.
Seemingly unaware of the star power sitting just a few feet away, much of the restaurant carried on, business as usual, as such a meeting house for locals should, and exactly as McNally prefers it. When reached for comment via his favorite method of communication, Instagram, he told Vogue rather democratically, “My staff and I have really enjoyed working with the Ami group, and we seem to have a similar passion for design and good service. I love the simplicity and style of Ami’s logo, and the group’s overall philosophy, which makes it a perfect fit with the Balthazar brand. I really hope we can work together again in the near future.”