Celebrity chef Marcus Samuelsson, known for his high-pressure lifestyle and remarkable achievements, is venturing into a new field. By age 24, the Ethiopian-born, Swedish-raised culinary expert had already made history as the youngest chef to earn a three-star review from the New York Times while serving as executive chef at Aquavit in New York City. Over the years, he blossomed into a leading restaurateur, launching notable establishments like Red Rooster in 2010, Hav & Mar in 2022, and Metropolis in 2023, alongside successes in writing and television.
Now, Samuelsson is entering the home goods sector through a collaboration with West Elm, introducing a 32-piece collection that reflects his Scandinavian and Ethiopian heritage as well as his life in New York City.
In a recent interview with Quartz, Samuelsson shared insights about the dining experience post-COVID-19 lockdowns, noting how the pandemic led to improved at-home cooking, which has raised expectations for dining out. He emphasized the importance of service and a vibrant atmosphere, stating that diners are now seeking unique experiences that make them feel part of something larger than themselves.
The ambiance in his restaurants, particularly the live music at Red Rooster, reflects the essence of the surrounding community in Harlem, a detail Samuelsson strives to incorporate into every aspect of his dining spaces. He noted the significance of understanding the history of the neighborhoods where he opens restaurants and contributing to those communities.
When asked about his new direction with the West Elm collaboration, Samuelsson mentioned that his passion for creativity extends beyond cooking. His artistic journey, which includes painting and writing, has influenced his restaurant designs and this new venture. He described the collaboration with West Elm as an enjoyable and fulfilling experience, emphasizing the blending of Swedish and African inspirations in the collection.
Despite his diverse talents, Samuelsson reaffirmed that after a long day, he always returns to cooking, which he views as his true craft, contrasting it with his learning experiences in art and design.