When Valerie Peña of the Manhattan-based Valerie Peña Studio was approached to design a model apartment at 90 Morton Street, she thoughtfully curated every detail, neatly blending refinement and simplicity on a modest budget. The impressive results swiftly led to the unit being sold in record time. Located in New York’s fabled West Village, the building’s origins as a circa 1912 printing warehouse have been reimagined as a residential retreat. Peña’s design mindset is based on universally appealing interiors that become personal sanctuaries. She shares the details of this minimalist design project in one of Manhattan’s most iconic neighborhoods.
Gwen Donovan: As a designer, how does your creative approach differ for an unknown homeowner and an actual homeowner?
Valerie Peña: When designing a home with no homeowner, the goal is to create a versatile space that has broad appeal while still feeling unique, inviting, and most importantly, allowing them to imagine themselves living there. Whereas working with a specific client, the design is personalized to their tastes and needs.
GD: Tell us about some of the furnishings and accessories in this unit, what were your sources?
VP: Among the notable pieces are Joe Henry Baker artwork in the entry; living room accents like the floor lamp by Greta Magnusson Grossman/GUBI, Running Horses photograph by Robert Faber from The Selects Gallery, Quille side table from Maison Royère and Sachita coffee table by Ian Felton Studio; as well as Brutalist chairs from De Puydt and Aegean pendant light by FEYZ Studio in the dining room.
GD: What were some of the model’s interior highlights for you personally?
VP: I particularly loved the open floor plan, which created a seamless flow and enhanced the space’s functionality. The large windows were another standout, flooding the apartment with natural light and offering beautiful West Village views, which we accentuated with elegant yet subtle window treatments.
GD: Do you have a favorite space in the unit?
VP: The living room is my favorite, with its natural light, carefully curated furnishings and art pieces that create a warm, sophisticated atmosphere. It’s a space that feels equally suited for relaxing or entertaining, which was exactly our intention.
GD: Can you share some tips about how you made the model look so luxe on a modest budget?
VP: We focused on impactful key pieces, like comfortable, unique seating and high-quality finishes to create a luxurious feel. By using a neutral color palette with rich textures and mixing high-end with affordable pieces, we achieved a sophisticated look without overspending.
Photography by Joshua McHugh.
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