A Peak at Atelier Jolie, Located in NYC's NoHo neighborhood
Photo Courtesy of Harper’s Bazaar and Atelier Jolie
Strolling along the sleepy Noho side streets, one might easily pass 57 Great Jones without realizing the rich history and artistic treasure that awaits inside Atelier Jolie. Surrounded by restaurants and retail stores, the graffiti-clad facade is not the only feature that sets the atelier apart from its neighbors; it also serves as a one-stop shop for your creative pursuits.
Founded by actor and activist Angelina Jolie, Atelier Jolie is a unique blend of cafe, boutique, gallery, and workshop. Central to Jolie’s thesis is promoting the highest form of self-expression, which, as she states, is to “create for ourselves.” Her mission is to spotlight tailors, pattern makers, and artisans, whose contributions to fashion design are often overlooked. The atelier offers everyone a chance to collaborate with these skilled artisans and create their own designs, serving as the ultimate incubator for artistic freedom and expression.
Photos courtesy of Romi Bachar
Paying homage to the building’s creative history, Atelier Jolie was formerly Jean-Michel Basquiat’s artist studio and residence. Basquiat initially rented the space in the 1980s from Andy Warhol, who owned the building at the time (Artnews). As Chioma Nnadi notes in Vogue, the famous SAMO© graffiti tag by Basquiat and Al Diaz remains visible inside.
Photos courtesy of Romi Bachar
Taking the concept even deeper, Jolie and her team are dedicated to cultivating community, promoting sustainability, and offering opportunities to underrepresented groups. The boutique serves as a local community hub, regularly hosting artist showcases, including a recent open studio residence with Chaz Guest. During store hours, Guest engaged visitors with live painting.
Photos courtesy of Romi Bachar
The atelier only works with deadstock and leftover vintage fabric, as well as welcomes you to upcycle your old closet pieces to breathe “new life into what could have been thrown away.” In the boutique, visitors can also discover unique garments crafted by artisans from around the world. Among the selection are patches for purchase by artists such as Chaz Guest and Duke Riley, with the proceeds going to charity. Atelier Jolie also boasts a diverse team, providing apprenticeships for skilled refugees and other underrepresented groups.
Photos courtesy of Romi Bachar
The airy, mid-century adorned cafe features a skylit, serene space in partnership with Eat Offbeat, providing the perfect workspace complete with an antique desk for sketching, books for perusing, and a piano for playing. Offbeat is a restaurant and catering company that works with the International Rescue Committee (IRC) to bring opportunities to refugees and immigrants in NYC. At Atelier Jolie, Offbeat offers a selection of Moroccan, Sri Lankan, and Syrian pastries.
Photo courtesy of Harper’s Bazaar and Atelier Jolie
As Jolie tells Vogue, Atelier Jolie is much more than just fashion; it is a place where creativity can blossom for all who wish to explore. Serving as a beacon of self-expression, creative discovery, and community, it thoroughly upholds the space’s artistic legacy. The boutique and cafe are open to walk-ins Tuesday-Saturday, while atelier appointments can be booked online. Plan your next visit and prepare to be inspired.
Article by Romi Bachar, Contributor, PhotoBook Magazine
Tearsheets by Daniel López, Art Director, PhotoBook Magazine
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