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In this lavish full-color volume featuring 225 photographs, Taavo Somer, the creative mind behind Freemans, reveals the creative process behind the development and design of the "rustic-luxe" and holistic approach of this cultural phenomenon and pioneering brand.

Nestled in a secluded alleyway off Rivington Street on Manhattan€™s Lower East Side, Freemans Restaurant is an oasis of calm, beauty, and exquisite food in a crowded, chaotic city. Founded by Somer€”one of the defining figures in the New York social and design culture for more than a decade€”this one-of-a-kind eatery with rustic décor has redefined New York dining since its opening in 2004. A dozen years later, Somer€™s vision has extended to other eateries and bars such as his restaurant, ISA, in Williamsburg, which references 1970s California, and the Rusty Knot, a nautical-themed dive bar in the West Village, as well as a men€™s clothing line and bespoke tailoring services, a barbershop model that has been emulated the world over, and an organic approach to interior design that speaks to the soul.

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