The Scout: NoHo Modern opens in Hollywood with $125,000 chair

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‘The only thing more rare than a rare piece of furniture is the buyer for that rare piece of furniture,’ says Jeremy Petty, a co-owner of NoHo Modern, with a laugh. He should know. Current inventory at the showroom that specializes in Brazilian, Scandinavian and California design includes a one-of-a-kind chair by Sergio Rodrigues for $125,000. (See what a six-figures seat looks like after the jump.)

Though Petty and co-owner Thomas Hayes may be sitting on that particular piece for a while, the recession hasn’t kept NoHo Modern from expanding. In addition to operating a small storefront in the heart of high-rent La Cienega Avenue, the team recently bought and renovated a 1920s Hollywood building with nearly 10,000 square feet of indoor and outdoor exhibition space. The loft-like gallery displays a new collection of NoHo Modern designs, including bronze-legged credenzas made with salvaged rosewood for $7,500 and slatted leather-clad bar stools for $950 (after the jump).

Open by appointment, 6162 Santa Monica Blvd. Hollywood; (323) 463-4434.

--David A. Keeps

Photos: NoHo Modern

Sergio Rodrigues’ Quotation Marks lounge chair, named for the cutouts in its sling back, was created for a 1962 exhibition entitled ‘Furniture as Objects of Art.’ In addition to a jacaranda frame and a circular seat that resembles a life preserver, the chair has a flaring top rail with a span of 3.5 feet. Says NoHo Modern’s Petty of the singular design, which is priced at $125,000: ‘This chair was never put into production due to the high cost of materials and labor that went into fabricating it.’

NoHo Modern’s metal-based slat bar stools, shown here in leather salvaged from Danish chairs, are also available in exotic woods, including lacewood, ipe and zebra wood.

Inventory at the new showroom also includes a daybed by architect Rudolph M. Schindler, Hans Wegner lounge chairs, 1960s and 1970s Milo Baughman designs and California studio ceramics.