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Photography by CODY GUILFOYLE

At her just-opened flagship in New York, Hatch founder Ariane Goldman has created a bright and intimate shop for her coveted line of chic basics for expectant moms—corduroy overalls in apricot and navy, stretchy ribbed-knit sweaters, and flow-y maxi dresses—which first launched online in 2011.

“I wanted a space that had built-in soul,” says Goldman, adding that nurturing community was another key element. “The store needed to be more than just for shopping. That’s why I started this company—motherhood can be lonely, and we are here to listen.” With that in mind, Hatch hosts monthly education sessions, like an intro to doulas with Domino Kirke, and acts as a respite and chill zone for all women.


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Longtime friends Hilary Koyfman and Caitlin Levin collaborated with Goldman on the interiors, and the trio turned to their circle of creative friends to outfit the boutique—including terrazzo clothing racks made by Carly Jo Morgan, sconces and brass pieces from Kelly Wearstler, and dusty pink wallpaper by Chiara de Rege and Costanza Theodoli-Braschi.

“We were all drawn to a Grecian Mediterranean aesthetic, and it resonated with the brand’s bohemian style,” says Koyfman. “It transports you to a different place.”

Photography by CODY GUILFOYLE

Here are three takeaways inspired by the dreamy space.

1. Use Textiles in Unexpected Places

The Hatch interiors offer a cozy environment with a surprising and playful use of rugs and soft goods. At home, hang a Moroccan blanket from your window or doorway—like the fringed flat-weave covering the dressing room and the vintage plush runner lining a staircase—to layer in more texture and pattern.


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Photography by CODY GUILFOYLE

2. Round Out the Space 

Organic shapes warm up a room. At Hatch, the repetition of curved furniture and decor elements—scooped Art Deco seats in the back vanity, a wood ribbed checkout counter, woven benches, bolster pillows and wicker egg chairs in a lounge zone—is comfortingly womb-like.

Photography by CODY GUILFOYLE

3. Start From the Ground Up

Bold black-and-white flooring, whether classic checkerboard or ornate encaustic tile, livens up a whole space. The Hatch team incorporated both styles—a graphic pattern carrying throughout the main floor and a Moroccan tile downstairs—balancing the stronger details with blond wood and a soft palette.

Photography by CODY GUILFOYLE

This story originally appeared in the Winter 2017 issue with the headline Just Hatched.


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Read more from the Winter 2017 issue:

A Minimalist Los Angeles Home Where Quiet Is Key You’ll Want to Copy the Color Palette of this Paris Boutique Reese Witherspoon’s New Venture Is All About Empowering Women