Talk about living the high life near the High Line.
Entrepreneur extraordinaire Loren Ridinger and her husband/business partner, JR, bought an eight-bedroom, 12-bathroom condo, with breathtaking views of the Hudson River, at the Jean Nouvel-designed 100 11th Ave. last year. They bounce between that 13,500-square-foot home and their 35,000-square-foot Miami mansion. And despite her busy schedule, Ridinger, co-founder of the Market America consumer product brokerage and Internet marketing company, stayed up many nights drawing locations for walls and stairs in her new apartment, which had an asking price of around $25 million.
Ridinger, who’s also creator of the Motives makeup and Loren Jewels lines (worn by celeb pals Kim Kardashian, Jennifer Lopez and Alicia Keys), became the project manager, designer and decorator for her Far West Chelsea palace, choosing every finish and visiting stores herself for the right pieces of furniture.
Ridinger, who’s also teamed up with Eva Longoria on the Rally for Kids with Cancer charity, with events in Miami, Los Angeles and beyond, says that her secret for juggling so many things is being a great list maker.
“I have a tendency of doing two to three things at the same time,” she says. “I can literally be on a call in my home office, talking to someone else, getting my hair done, answering my e-mails and creating new ideas to expand my business.”
We spoke to Ridinger about her new apartment and how she turned it into a fairy-tale-like refuge, with one-of-a-kind pieces including custom-made couches, a Swarovski tub and a dining-room table made up of one slab of marble that seats 12.
Why did you decide to buy in this building?
I looked at 30 different apartments before selecting the Jean Nouvel building. I really like Jean’s design aesthetic; he is one of the best architects in the world. I also chose the building because the location is convenient to shops and restaurants, and it’s walking distance to Chelsea Piers and the High Line.
How do you like the views?
They are amazing. I think Jean Nouvel is a genius. I love the way he considered all views of the city when designing the building. We have 360 degrees of the city with great views because we bought two floors. I didn’t think it would be possible to top the views of my Ritz-Carlton apartment [in Battery Park City], but this building did it.
You’re known for having boats. Do you dock them in Manhattan?
Yes, we dock both of our boats at Chelsea Piers right across from our building. We can see Utopia II and Utopia III perfectly.
How do you like being in Far West Chelsea?
I love being in Chelsea. I’m always discovering new shops and restaurants; it’s a whole new world. For me, Chelsea is the center of Manhattan. I love the people in Chelsea; it’s such a trendy yet casual environment. I have so much fun walking around the neighborhood in my flip-flops, hanging out at Chelsea Market, Jeffrey New York and Chelsea Piers.
What is your decorating style?
My style is modern, white and feels very “Alice in Wonderland.” There are some one-of-a-kind pieces.
What is your most luxurious piece of furniture?
My Phyllis Morris bed. Their pieces are incredibly beautiful and comfortable. The bed is upholstered with white patent leather, Lucite and Swarovski crystals.
What is your favorite piece of art?
A photograph that is 6-feet-by-5-feet, titled “Frida.” It is by a Colombian artist, Efren Isaza, who is a very influential fashion photographer.
What is one of your favorite items in your home?
A white teapot that sits on my dining room table. I bought it at Cyrus Company on Greene Street in SoHo. Everything in the store is white. I had an idea that I wanted to feel like I was living a fairy-tale life. Everything in the apartment is oversized and special. I do feel like I’m living in a fairy tale.
Have any celeb friends given you any decorating advice?
Jennifer Lopez told me to put red in my living room, and she was right. I put some great red rugs and pillows and took something that was a very pretty room to something more glamorous and beautiful. I always call her when I need advice.
What is your favorite room in your home?
I love working from my home office, and that’s really where I create all my concepts for Market America, my makeup line, Motives, and Loren Jewels. So my office is truly the center of my universe and everything I need is around me.
Do you own your own tool kit? And who is handier, you or your husband?
I own your Barbara’s Way tool kit, and I am handier. I’m great at electronics, especially with your tool kit.
You are known for entertaining. What kind of parties have you had here? Are you planning any?
We moved in late July, so we haven’t had much time to entertain. The only parties I’ve had were Christmas with Alicia Keys and Swizz Beatz and with my family. I am planning on working on some great parties this summer.
How will that compare to the house and yacht parties you’ve had in Miami?
I have a 35,000-square-foot estate with over 700 feet of waterfront, so obviously we’ve had major parties, such as Art Basel with Vogue magazine. This year, we had over 500 guests.
Though the parties are great in Miami, I am happiest at my apartment in New York. Don’t get me wrong, I love Miami. It’s a great city and I have amazing friends who live there, but I am most comfortable living in New York. New York is more private, and there are still so many new treasures to be discovered.
