Living
Inside Maison, the New Women’s Club for NYC Moms
Written by Erin Feher
Photography by
Photographed by Nicole Franzen
Mar 25, 2019
Men have long had a host of well-appointed, private clubs where they can gather, talk business, and socialize away from the women in their lives. And while we won’t dive into all the reasons why these stuffy, boys-only havens (both brick-and-mortar and metaphorical) are desperately in need of dismantling, we will say that the current rise of contemporary women’s clubs provides a refreshing counterpoint. The latest entry in the field (which includes The Wing, The Coven, The Assembly, The Riveter and more) is Maison. Founded by fashion blogger, photo producer, and mom of two, Ashley Wu, this Upper East Side aerie is aimed at NYC’s cool mom community. Featuring a flawless design and perks such as curated kids’ merch from Lingua Franca, an on-call personal shopper from FAO Schwarz, and prepared family meals from Daily Dose, this women-only club will no doubt be attracting the stroller set. We asked Ashley about what inspired her to launch Maison, and some of the extra special details that members will get to enjoy. Click through for the full tour!
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- "For the last eight years I have worked in fashion, photo shoot production and then editorial with my blog, Exposed Zippers—which has been sadly quite neglected in the last year! The idea for Maison came from the desire to have a place like this to go. Mostly for work, but also I wanted to be around other moms. I felt a members club would help facilitate deeper relationships with other moms who I would regularly see in the neighborhood, but with whom a meaningful getting-to-know conversation is difficult with kids in tow."
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- "When I started thinking about all of the features I would like to have in a space, it was important to me to create something that could be used for working, socializing, engaging in programming, and special events. It’s easier and more efficient to have all of these needs met in one space, close to home. Speaking as a mom again, those first few hours after I drop my son at school in the morning are when I’m ready to sit down and focus on work. And so far those hours directly after drop-off have proven our peak usage. Once our family-style lunch and speaker series and special events get started, I imagine they will be very popular, as well! It was important to me to create a space, and a brand, that is agenda-free in the way members should use the space. Mothers need a place to recharge, but however one recharges is up to them!"
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- "Maison is designed for women, and in keeping with the multi-function ethos, many different areas of the club can serve mothers. Our phone booths, or private rooms, are perfect for pumping. A future baby sleep expert talk hosted in our library will be for the sleep-deprived mothers. Our bathrooms have pregnancy- and breastfeeding-safe beauty products available to sample and purchase, and regular, complimentary facials from Intelligent Nutrients and manicures from Sundays are also safe for pregnant and breastfeeding members. We sell kids' books and children’s sweaters by Lingua Franca in our retail area. While the physical space is for grown-ups, I wanted to bring on partners who reflected a more family experience, as well. FAO Schwarz has provided our members with a personal shopper. Kid & Coe is giving our members an exclusive discount for booking homes. Additionally, our food partner, Daily Dose, is available for purchase in our kitchen, providing child-friendly family meals for our members to take home for dinner or kids' lunches."
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- "All of our members have access to the entire club during the hours we are open. And the majority of our programming will be accessible to all members. We have exclusive partnerships with brands like Club Monaco, Clean Market, The Surrey, The Ritualist, and John Barrett, among many others, that give our members a unique Maison experience outside of the club. Complimentary Intelligentsia coffee and espresso and Pilot Kombucha are always available at the club."
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- "My main goal for the space was for it to feel good, a place where you would want to spend endless time if you had it to spare. Everything about Maison is a personal extension of me and my taste. And luckily I worked with an incredible team to achieve the elevated and sophisticated palette I desired. I worked closely with Lubrano Ciavarra Architects, Ronen Lev, and Laurie Messman to create an elegantly appointed space. I wanted Maison to feel as warm and comfortable as your friend’s beautiful home. I wanted local makers represented in the space, so you will find AVO Studio, Volk Furniture, Ladies & Gentlemen, and Allied Maker among other Scandinavian-inspired pieces. I wanted the space to have air, and not feel overcrowded. Every design decision was carefully considered, and I think when you’re in the space, you can feel that. Jessica, from Ronen Lev, has impeccable taste. We actually live in the same building and I have long admired her style. When we started working together, she really taught me that good design starts with a strong point of view. Jessica understood the overall vibe I wanted, and worked with the team to achieve Maison's warm and modern look."
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- "Originally, I believed most of our members would be from the Upper East Side, where we’re located. If you’re a mom with a flexible work schedule, being able to put in a few hours of writing emails close to home seemed ideal. But we have interest from applicants all over New York: downtown, Brooklyn, and Long Island City. It doesn’t surprise me that this member profile exists outside of the Upper East Side, but it did surprise me that people are willing to commute for the Maison experience within this demographic."
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- "Potential members can now apply online! Our application is quite straightforward: How would you describe a typical day? What interests you in a membership at Maison? Once an application is submitted, we have a membership committee who reviews and notifies new members.
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- "We have one annual membership, payable monthly for $400 or yearly for $4,200."
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- "Throughout our build-out I kept referring to different 'rooms' as zones. I had a journey in mind as how a member might move within the space. The kitchen is a kitchen, but also has communal tables, cozy benches along the perimeter with smaller tables for eating or working, and a swing. We left a wall free to serve as a screen for movie nights! I imagined this area to always be buzzing, a place where people would be in and out. In the middle of the club is the most obvious work zone with tables and chairs. Our library features both tables and chairs, as well as soft seating and a fireplace. Our private rooms are close to the library. I liked this configuration because I think it ensures that the in-and-out crowd doesn't disturb those who are working, or a book club, or meditation—whatever is going on at the same time in other areas of the space. Of course, a member could set up for hours and work in the kitchen if they choose to, but I did have areas with specific purposes in mind."
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- "Maison is three blocks from my apartment, and I really wanted to walk to work! I knew I wanted Maison to be on the Upper East Side—there’s nothing like it up here. But there’s also not a ton of inventory conducive for this concept in the area. When I found this location on 85th Street, I knew it was perfect."
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- "Maison was designed for women, but not exclusively for women. The idea stemmed from the importance of needing a space to catch my breath, a place to get down to work, curl up guilt-free with a novel—if you’re a mom, you know this specific guilt—or share a healthful meal with a friend. Maison is about a feeling of fulfillment based on the needs of any given day. Some days you need to recharge quietly in the corner, some days you need to have a meeting with a colleague, other days you pop in quickly for a coffee, or pick up a gift for a friend. Every day is different, and Maison fits into your routine how you see best."
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- For more, head over to thisismaison.com.
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