Portrait of Taavo Somer
i. Biography
Taavo Somer’s work starts with rooms that know their own point of view. Freemans, the New York City restaurant he cofounded, established that approach early: a place built around character, atmosphere, and a clear read on how hospitality can feel polished without turning rigid. Peels, which followed, pushed that thinking toward a lighter register, with large windows, diner-style seating, and an easygoing setup that made the room feel open without losing intent.
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The Path
The first move at Freemans set a standard for the kind of dining room Taavo Somer would keep returning to: specific, self-possessed, and tuned to New York rather than to any generic idea of style. By 2010, Peels extended that line of thinking into a different kind of room, one that favored brightness, movement, and everyday ease over formality. In 2012, the opening of Isa with chef Ignacio Mattos added another layer to that sequence, keeping the work grounded in the same city while widening the range of settings and collaborators.
The Work Today
Peels remains the clearest expression of that practical, democratic instinct. The room was conceived as bright and approachable, with large windows, diner-style seating, and a relaxed feel that avoided preciousness. Taavo Somer’s own line about locavorism makes the point in blunt terms: "Everybody talks about being a locavor, but then they don’t think twice about wearing a shirt made in a sweatshop in China." The room gave that kind of thinking a physical form, translating attitude into layout, light, and a dining room that did not ask for ceremony.
In Their Words “Everybody talks about being a locavor, but then they don’t think twice about wearing a shirt made in a sweatshop in China.” “In my mind, we’d serve pasta and roast chicken and it would be awesome.”
FAQ
Asked of Taavo
Where did Taavo Somer work before?
Taavo Somer's earlier career included Freemans, Peels, and Isa.
What is Taavo Somer known for?
He aimed for Peels to be brighter, more accessible, and deliberately democratic, with large windows, diner-style seating, and an easy-going feel.
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