Celebrity chef Marcus Samuelsson has always thrived in high-pressure environments. By the time he turned 24, this Ethiopian-born, Swedish-raised culinary talent had ascended to the position of executive chef at New York City’s renowned Aquavit, soon earning recognition as the youngest recipient of a three-star review from the New York Times.
Over the years, Samuelsson has established himself as one of New York’s leading restaurateurs, launching notable establishments like Red Rooster in 2010, Hav & Mar in 2022, and Metropolis in 2023. He has also authored cookbooks and memoirs and has become a familiar face on the Food Network.
Now, he is venturing into an entirely different industry. In partnership with West Elm, Samuelsson is unveiling a 32-piece home goods collection that draws inspiration from his Ethiopian and Scandinavian heritage, as well as his experiences in New York City.
Recently, Samuelsson shared insights with Quartz about the evolving dining landscape in 2024, his culinary inspirations, and his future aspirations. The following is a condensed and edited version of that interview.
Quartz: After three years since the COVID-19 lockdowns impacted the restaurant industry, how do you think people’s dining habits have changed?
Samuelsson: The pandemic led to two significant changes. First, the quality of food available for home delivery improved, resulting in a new generation of skilled home cooks. When dining out now, people seek a premium experience, including excellent service and a sense of atmosphere. They want to feel part of a vibrant community while enjoying their meal.
Additionally, diners now face a wider array of options that only continue to improve. Food that once took days to prepare can now be ready in an hour.
Quartz: Red Rooster in Harlem is known for its lively atmosphere, including live music. What elements, besides food, do you prioritize when creating or visiting restaurants?
Samuelsson: At Red Rooster, it’s about celebrating Harlem’s unique community. Our goal is to reflect that in our restaurant. Live music is vital, not just for ambiance but because we value employing local musicians. Many elements contribute to the Red Rooster experience.
For Hav & Mar, located in Chelsea, it’s essential that we integrate into that community. Guests often associate Chelsea with art and culture, so we have a partnership with artist Derrick Adams to enhance that experience. Understanding the neighborhood’s history before setting up our own roots is crucial.
Quartz: What motivated you to design a home goods collection for West Elm? Did you find parallels between this project and your culinary inspirations?
Samuelsson: As a creative, my journey as a chef is just one aspect of my identity. I have pursued painting since my late teens and have long enjoyed writing. Designing restaurants involves collaborating with architects, where I often blend Scandinavian aesthetics into the vision.
Working with West Elm has been an exceptional experience as it allowed for collaboration with an established brand that is receptive to new ideas. It has been an enjoyable process.
Quartz: What are you most proud of in this collaboration with West Elm?
Samuelsson: There are numerous highlights, particularly how the bright woods and furniture pieces draw from my father’s fishing village in Sweden, while also incorporating prints from Africa. It’s a cohesive collection that reflects both worlds.
Quartz: With your diverse creative pursuits, what do you turn to after a long day of stress?
Samuelsson: I always return to cooking. Every aspect of it, whether it’s sourcing ingredients, teaching my kids about food, or simply thinking about culinary creations, is where my passion lies. While I feel like I’m still learning in writing and painting, cooking is where I feel confident and focused.