The New Anaïse Boutique Takes Shape in the Mission

Renee Friedrich's new boutique in the Mission, Anaïse, holds a carefully curated selection of clothing, jewelry, and design pieces.The worlds of fashion and interior design have always thrived on mutual inspiration, from Rick Owens’ collection of Brutalist furniture to Iris Van Herpen’s architectural vestments. At the new Mission boutique Anaïse, owner Renee Friedrich has brought that experience to life, extending her ethereal fashion sensibility into the surroundings of her new boutique. From diaphanous dresses to ceramic objects to furnishings, all in a soft-washed marbling of dusty rose, barely-there nudes and black, Friedrich’s refined objects coalesce to create a dreamlike space.

Jewelry on display at Renee Friedrich's boutique, Anaïse.The shop is the first brick-and-mortar location for the brand, which launched online four years ago. This past summer, after an extensive search, Friedrich, a San Jose resident—and former pharmacist from Maryland—stumbled across her ideal location. “It had this awful fuzzy yarn carpeting, but the space itself had really good bones,” she explains of the former tech offices and furniture gallery. “I tried to make it really intimate, like you were coming into a friend’s home.”

Now washed in white and bathed in light, the luminous space is punctuated with vignettes that are testament to Friedrich’s ongoing love affair with Italian and French ’50s and ’60s furniture. “I spent a lot of time finding the right pieces,” she says of her smart collection, which features work by designers including Pierre Paulin, Serge Mouille and Mathieu Matégot. The pieces all resonate with the minimal but sensual aesthetic of the finely curated selection of clothes from independent designers like Jasmin Shokrian, Jesse Kamm and A Détacher. Small home goods like Akiko Graham’s porcelain dishes, Maison de Vacances throws in blush and ivory, and linen Bento bags by Ambatalia complete the vision.  

A display table at Anaïse holds a curated selection of products handpicked by Renee Friedrich.In spite of her ethereal taste, Friedrich’s work involves a rigorous, active search for au courant beauty, whether that means traveling to the South of France to find untapped designers like ceramicist Cécile Daladier (“beautiful, earthy colors”), or discovering local hidden gems like the San Jose gallery of sculptor Ken Matsumoto. This season, she is waxing poetic about Vivien Ramsay’s collection; the arrival of Le Yucca, a Milan-based shoe line by a Japanese designer; and Los Angeles–based Co, a collection that honors “a nostalgic way of dressing with fine materials,” she says. Gauzy and gossamer, the world of Anaïse can best summed up by Friedrich as “Anything with a subtle feel,” she says. “I like that.”

A version of this article appeared in the February/March 2016 issue of SFC&G (San Francisco Cottages & Gardens) with the headline: Dreams into Space.