Simone's Handsomely Beautiful Apartment

Simone's Handsomely Beautiful Apartment

Joelle Alcaidinho
Nov 18, 2011

Name: Simone Tobias
Location: Brooklyn, NY
Size: 950 square feet
Years Lived In: 1

Wanting to create a space that was "handsomely beautiful" Simone Tobias, creative director for menswear fashion company Thomas Dean Co., took inspiration from her work in fashion in designing her home. She decorated her space with eye on clean lines and combined elements of her personality and work into her home, seamlessly combining modern technology with her unique minimal style. Whether working from her couch or island with her Apple MacBook Air, any spot in her home is full of inspiration in the form of bold colour and design accents.

Unplggd Tour Survey:

My style:
I define my style as "handsomely beautiful". Being a menswear designer, I designed my space with the very same principle of a "well dressed man." I've used menswear inspired fabrics and linear furniture to convey masculinity, and added feminine touches.

The inspiration for my home:
With my travels around the world for work, I have been fortunate to see a vast variety of design mediums: from the minimal Italians, to the more romantic French, and the off beat English. So when it came to design my home theatre, I wanted to meld all three disciplines into one. I think it creates for an interesting piece when it posses several layers of inspirations.

Favourite element in your space:
The windows. The rooms are surrounded by them. The view of the city from my living room was the deciding factor into buying the apt.

Biggest challenge in designing my space:
The biggest challenge was the orientation of the living room. Having half the room with windows, it was difficult placing the seating in relation to the media as I didn't want the media to be the "heart" of the room.

What friends say about my space:
It's a "bachelorette pad!" I guess I have succeeded in creating a space that is both masculine in its minimalism, and feminine with the luxurious touches of textiles and decorations from my travels.

Area where there is room for improvement/future projects:
The apt is still a work in progress. There are still some designing to be done and furniture to purchase. I'd like to add more texture to the walls with more textile perhaps some art.

Proudest DIY (do it yourself) project:
All the textile components of the space e.g. window treatments and decorative pillows.

Biggest indulgence with respect to my space:
My AWALL: it's a custom made media centre incorporating all the modern living room essentials: TV, DVD, tuner, Apple TV, etc...

Best advice about organizing or incorporating tech into the home:
I think the hard part about incorporating tech into the home is making it seamless with your aesthetic. Technology often overpowers the space, but with the proper set up such as the AWALL, I was able to keep my minimal style with modern technology.

Dream source for stuff:
Knoll, The Rug Company, ABC Home and Carpet, DWR, Ralph Lauren Home


Home Tech Hardware:

  • Marantz NR1602 Networked Stereo Receiver with Bluetooth Audio
  • 60" Sony Flat Screen
  • Logitech Harmony 900 Remote
  • Samsung BD D6500 Blu-ray Networked
  • 3G Cell to boost cell service in the home
  • 3 Sonance Color Matched Architectural Speakers model VP45
  • Apple TV
  • Wireless Polk Audio Sub Woofer
  • Russound X75 Amplifier for Bedroom and Bath Audio
  • Two Pairs of TruAudio Stereo In-Ceiling Speakers
  • Apple MacBook Air


Florence Knoll Sofa, Wassily Chairs, ABC Home and Carpet Chinese Side Tables.

Ralph Lauren Throw Pillows, Alpaca Throws from Peru, Painted Basket from Bangkok, Paul Smith "Star" Rug from The Rug Company.

Ralph Lauren Home Crystal Lamps

Additional Elements:
Custom window treatments

Photos by Joelle Alcaidinho

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