The project celebrates East London creativity in a New York context, blending timeless interiors with playful detailing and a focus on craftsmanship. It also marks several firsts: ALIGNES new US base, Joel’s first American project, and the US debut of Colours of Arley’s ‘Split’ fabric.The brief was to create a calm, serene, and lived-in home — a multifunctional space that feels intimate for family downtime yet effortlessly hosts dinners, press interviews, brand moments, and collection previews.
Throughout the apartment, subtle references to ALIGNE appear in cobalt blue upholstery, sporty checks, rich textures, and meaningful items from the brand’s former Soho pop-up, including its signature framed lag. In the main bathroom, Brooklyn-based artist Alley Bell, known for seamlessly blending studio art with interior design, hand painted a bespoke decorative design on the walls.
“The main challenge of this project was capturing the essence of the brand and seamlessly translating it into a space that feels comfortable, elegant, and homely. What I most enjoy about working with Ginny is her confident decision-making and direct feedback. Her honesty gave me clarity, allowing me to align more closely with her vision and become more attuned to her taste.” says Joel Donovan.
The result is a refined, personal space that captures the spirit of ALIGNE 2.0 and sets the stage for its next chapter.
Featuring items from Colours of Arley, House of Hackney, Soho Home, Estelle Colored Glass, Nordic Knots, Parachute, Society Social, Eric Trine and Alley Bell.
Photography by Claire Esparros.
