Clear Vision Deft Touch

Creating opulent event space has become Seth Greenberg’s claim to fame. With his latest project Espace, we clearly understand why that’s a completely valid claim.

If you ever wanted to know how to create something from nothing, how to place your stamp on an entire industry then look no further. FREE sits down with Seth Greenberg and brings insight on sound, lights and action- you know the basics.

A pioneer is defined by Webster’s Dictionary as one who is first or among the earliest in any field of inquiry, enterprise, or progress. This sounds dramatic and imbued with purpose but it lacks a certain energy and it’s that energy which best describes Seth Greenberg. Not a manic, self absorbed energy but rather a thoughtful sense of purpose. This is a far cry from the fast talking, multi colored over the top shirts, over designer jeans, promoters/club owners that seemed to have overtaken New York over the past few years. Instead when we sit down with Seth he is impeccably dressed in a three button suit and crisp white shirt. You wouldn’t think banker. That is too plain. Maybe advertising executive or movie producer….that seems more like it. There’s an edge but it is contained by the aforementioned sense of purpose. Seth speaks quietly but forcefully.

In other words, like a man who knows it is not the loudest person that gets the attention but rather the person who knows how to get things done. We meet at his most recent entry in the event space category Espace. Espace derives from the French word L’espace which can be translated to “the space” or “the” place. The second definition may be more fitting since Espace is unlike any other event space in the city and that’s just how Seth wanted it.

“I wanted to create a space in midtown that could fit the needs of so many potential clients that might not want to go downtown. It has all the details that one would need to do a variety of different functions” he explains.

The attention to detail is impeccable and it shows in just about every part of Espace. We walk through the space and all of the important elements are there: crystal clear lighting and sound, flexibility of space-very little is left to chance. Even the intricate design of the custom made carpeting was handpicked by Seth. He is the rare individual in hospitality that realizes that the more care you give the more satisfied your clients. Of course, he does not take all the credit for his design aesthetic.

“One of the things I firmly believe in is that you hire the best people and let them do their job. You provide quality and incentives and manage the rest.”

Those lessons were learned early on and thankfully never forgotten. Seth began his career promoting parties when still a student at Boston University. He parlayed that into launching several of the hottest spaces in Boston such as Mistral, M-80, and Aria. In 2002 Seth made his foray into NYC with the downtown space Capitale. Capitale has remained one of the most sought after spots for any variety of events from large sized galas to more intimate events in one of the two private second floor rooms.

Clearly hitting on all cylinders it would be easy to rest on one’s laurels. But that’s not in Seth’s DNA; even with Espace bookings increasing he’s already delving into future projects. It won’t be long before the Ames Hotel opens in the Fall of 2009 in Boston’s historic Ames Building. There’s also more to come in NYC…we won’t give it away but it involves Chelsea, another incredible boutique hotel opportunity and flowers. What is clear is that Seth Greenberg vision is instrumental in giving us the backdrops to where we party, eat, gather, visit and everything in between. Thank goodness for pioneers.
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Switzerland Rising

By Michael Coventry

It’s not global warming taking the snow off the legendary Swiss Alps but rather a general hotness coming from the country more closely associated with skiing and chocolate than cutting edge design. All of that is changing as we take a look at two of the newest innovators coming out of Switzerland.

Heidi.com – Willy Fantin & Andreas Doring are two young Swiss designers who came together in 2003 to design a new fashion line for their peers. Their goal was to combine elements of their Alps dominated home but incorporate elements of urban wear that was growing in popularity. Heidi.com was born out of that combined vision. Their website and the fashion brand with both male and female lines are meant to provide customers with a unique aesthetic that can’t be readily found elsewhere. What started off as largely an internet based business has now grown as boutiques around the world now carry Heidi.com products. With modest goals and a great fashion line Heidi.com is now in over 120 stores and launched successfully in regions as far flung as Japan, Korea and Australia. These young designers are doing what they do best and what they know naturally and the incredible response is all the proof that is needed as Heidi.com spreads its wings and crosses boundaries.

Paul Gerber Watches – Men with class and distinction are seldom flashy with their outerwear. The bejeweled watches and bracelets popular today are not really for those who count their taste as sophisticated. Men who do want to show some of their personality usually opt for wristwatches as the way to express themselves. Rolex, Tiffany, Tag Heur are the usual suspects. Paul Gerber who designs his self named timepieces is anything but usual. To own one of his works of art (yes it is that serious) is to be part of a small club that recognizes craftsmanship over flash. Mr. Gerber’s passion for watch making has long been evident and the early stage of his career was spent surpassing the limits of his craft. His many technical achievements include crafting the world’s smallest wooden clock with a wooden movement and in 1989 creating the world’s most complicated wristwatch. In 2007 he was awarded the prestigious Gaia award for recognition of his achievements as one of the most gifted watchmakers of his generation. This distinction like his timepieces themselves separates this artist from the mass produced watches we are most familiar with. To appreciate his work you must dive into the details. It is with a deft hand and an imagination that is unheralded that allows for Mr. Gerber to create these watches. Keep in mind these are all one of kind creations so mistakes are not allowed to happen as they would make the very piece irrelevant. It is a watch and therefore exact by nature or it would be useless. When you’re ready to move to the next echelon of watch design the only place you have to look is the work of Paul Gerber

www.gerber-uhren.ch/htm_e/uhren/moonphase.htm