I used to live up the street from the store but finally made my way in this past week. I wish I had ventured in sooner! I found an amazing pillow (Sithon I) and have really enjoyed sleeping on it the past two nights. Before making my purchase, Zografos took his time walking me through the different products they sell and what makes their brand different. I liked being able to see and touch the different components of the pillows and found the natural latex flakes to be best suited for my needs. My pillow needs no adjusting when I get in bed thanks to the way it's constructed (a neck roll a cross the bottom and three vertical sections to cradle the head) and I like that should I decide I need more or less support I can remove filling myself or go to the store and have more filling added! I personally don't have allergies but I appreciate the fact that they have virgin wool hypoallergenic options as well. Even though I'm not in the market for a bed right now, I must say their four layer bed was SUPER comfortable (I lied down on it to try out the pillow) and I'd love to roll into it every night. They have a lot of customizable options to create the right bed for you and even allow customers to make an appointment to sleep on a bed for a few hours in a beautiful private room down stairs (with a bathroom)! I think they have other locations but if you're planning a trip to the Soho area and want to upgrade your sleep situation, definitely stop in. The store is beautiful, the tea is yummy, and Zografos is is very pleasant and helpful. read more