THINK OUTSIDE THE OFFICE
Antoinette Marie Johnson, founder of the creative studio Cohere, does not believe in the term “placemaking.” “It’s become an overused buzzword,” she says. And yet, her work—creating vibrant community hubs, often from spaces that have been abandoned or neglected—arguably embodies the idea better than most.
Cohere is no ordinary creative agency. Over the past 15 years, the boutique studio has pushed the boundaries of branding and design within the hospitality sector, working with restaurateurs, hoteliers, and developers to craft impactful destinations. With a bicoastal presence at NeueHouse Hollywood and Madison Square, the Cohere team is thriving at the intersection of hybrid work and in-person collaboration.
In her conversation with NeueJournal, Antoinette shares her thoughts on the creative process, the balance of aesthetics and function, and what it takes to create a sense of place—without calling it that.
NeueHouse: Your background is in urban planning. How does that affect your approach to branding for hospitality?
Antoinette Marie Johnson: I taught myself logo and website design by targeting real estate developers, hoping they’d be drawn to my lower freelance rates (it was the recession and developers are known for being cheap!). I focused on projects that built credibility with their tenants—the chefs and restaurateurs who shape a place’s desirability. Take Keith McNally for instance—he is credited for inventing downtown, and that layered influence is what we are aware of when bringing a new concept to a place. We plan for it and think ahead about how a new addition to the neighborhood will later influence a bigger story. Once I earned the respect of both landlords and tenants, I could dive into the urban planning I’m passionate about. Otherwise, I’d likely be stuck in a government agency gig, suppressing my creativity!
NeueHouse: Tell us about your latest project with Keith McNally.
Antoinette Marie Johnson: Working with Keith McNally is a rare opportunity to learn from a true legend. Observing his team is like stepping into a nostalgic New York, filled with artists, musicians, and creatives. It’s akin to getting a behind-the-scenes look at the making of a classic album with your favorite band. He excels at designing spaces that envelop you in warmth, making you feel like family and leaving you with unforgettable memories. Remember your first visit to Balthazar? That’s the magic they recreate every time.
For Minetta DC, the challenge was to replicate a brand established in NYC in 1937, where literary giants like E.E. Cummings and Scott Fitzgerald dined—not just the romanticized version, but the real deal. The pressure was immense for Keith when he first opened in NY, and it was even greater to replicate that in DC, especially since he’s notorious for not scaling his concepts.
Cohere’s role was to narrate the story of Minetta Tavern to discerning patrons in a new city while introducing his first concept in over a decade—the Lucy Mercer Bar, named after Teddy Roosevelt’s long-term mistress. We assisted with Keith’s personal invitations for a four-day friends and family media opening and crafted an online narrative for these spaces. Our goal was to create content that honored the classic New York style while adapting to the unique vibe of DC. We’re still actively involved, continually refining the spaces. I’m honored to be part of this journey and will cherish the lessons learned for years to come.
“In my experience, the best ideas often come from the most unexpected places—like an afternoon chat over a glass of wine or a spontaneous brainstorm in the kitchen.”
NeueHouse: You have a hybrid team, working out of NeueHouse in LA and New York, as well as remotely from home. Can you talk about why this hybrid agency model appeals to you? How do you think your team and the work itself benefits from it?
Antoinette Marie Johnson: We think about this a lot and even wrote a blog titled “IRL over URL,”addressing the downsides of remote work. As a business owner, I wanted our in-person time to be top-notch. Working out of NeueHouse gives us that higher quality experience. Having managed various studios and offices over the years, I can confidently say my own efforts were a solid C- compared to NeueHouse. I’m smart enough to let a team that excels at it take the lead!
NeueHouse: How do you foster creativity and collaboration with a team that is spread across different locations?
Antoinette Marie Johnson: Creativity and collaboration will happen regardless; guiding them is key. In my experience, the best ideas often come from the most unexpected places—like an afternoon chat over a glass of wine or a spontaneous brainstorm in the kitchen. The tricky part is creating this digitally too – and we have found that less scheduled pow-wow style calls have helped. The guardrail for me is that we balance both.
NeueHouse: What advice would you give to other creative agencies looking to successfully implement a hybrid work model?
Antoinette Marie Johnson: Creatives thrive on flexibility—whether it’s in deadlines, sources of inspiration, or their work processes. Providing options is essential for maximizing creative outcomes. To help you avoid the missteps we’ve encountered, consider these strategies: schedule quarterly team days, offer a mix of office space and digital tools, and establish standards for virtual calls and team collaborations. If you’re still stuck, just ask a group like us who has been doing it for awhile. We are here to support!
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