Tastemaker: Tori Simokov
On travel rituals, snack wraps, and a perfectly patinaed Rimowa
Welcome to Tastemakers, our ongoing interview series spotlighting people with great taste—how they live, create, and notice what others miss.
Meet Tori Simokov, brand designer, strategist, and visionary behind Window Seat, a twice-weekly love letter to the art of traveling well.
We had the pleasure of meeting over delightful non-alcoholic apéritifs at People’s, where we unpacked how she channeled a fear of flying into an obsession with all things air travel. She’s an unassuming aviation nerd—the kind of person who knows what each ding means in-flight.
Tori’s taste reads classic at first glance, but dig deeper and you’ll discover she knows who she is and doesn’t mind geeking out along the way.
Prepare for takeoff…
👀 S.C.O.U.T—Tori’s Take
Seeing | Costa Brava—call it a sixth sense or just too much time on Instagram, but I can feel it: Costa Brava is about to have a moment. I’ve got a gut feeling it’ll be one of next summer’s top vacation spots.
Consuming | McDonald’s Snack Wraps—for me, this is the biggest news of the year. No more flying to Europe or Canada just for a Snack Wrap fix—after five long years, they’re finally returning to U.S. menus on July 10th… while I’m in Spain. A cosmic joke!
On The Way Out | Pristine Luggage—I got an aluminum Rimowa carry-on last year and it’s finally starting to earn its patina. I really had to fight the urge to treat it like fine china, but remembered that a well-worn suitcase is the mark of a seasoned traveler. The first scratch is the hardest, but after that it’s all just character.
Unearthing | Timeshifter—thanks to this incredible app, I had zero jet lag when I flew to Tokyo, so it’s as good as gold. Excited to use it again next week for my (first-ever) trip to Spain!
Trying | Shibui Spa—I left my corporate job last month, and as a goodbye gift, my former coworkers gifted me a luxurious afternoon at the Greenwich Hotel’s Shibui Spa—widely considered the best in NYC. (To be loved is to be seen…)
❤️🔥 In The Spotlight with Tori Simokov
Tell us a little about yourself.
I’m a travel writer, designer, and strategist based in New York. I write and produce Window Seat, a newsletter dedicated to the art of traveling well.
My background is in creative strategy and graphic design—work I continue through my consultancy—but my true throughline is an obsession with the intersection of beauty and utility.
Whether I’m crafting a brand or curating a travel guide, I’m always thinking about how to create something that’s as useful as it is inspiring. A month ago, I left my corporate job to pursue this work full-time!
How do you describe your taste in three words?
Editorial, intentional, transportive. To me, taste is all about emotional resonance.
“Editorial” means I gravitate toward things with a strong point of view—imagery, design, places, and pieces that feel considered and beautifully composed.
“Intentional” is about depth and discernment. I care about why something was made, how it was made, and whether it reflects a certain kind of care or context.
“Transportive” speaks to my love of experiences that shift your state, whether it’s a scent, a hotel, or a piece of writing.
If your life was a book, what would this chapter be titled?
Something like, “Taking Off.”
It feels like I’m in that thrilling, adrenaline-fueled moment just after wheels up where momentum pins you to your seat and everything feels full of possibility. Every day lately has been energizing in a way I haven’t felt in a long time. I’m not entirely sure what the destination is yet, but I have a feeling it’s going to be extraordinary.
What do you notice first when you land somewhere new?
Probably the energy—I like to immediately sense and settle into the vibe.
Name one place that changed the way you see the world. Why?
Japan. Visiting Japan felt like stepping into another dimension in the best way. Everything is so intentional, from the packaging design to the train etiquette to the flavor pairings in a simple konbini snack.
It’s a place that made me appreciate order, simplicity, beauty, and precision in a whole new way. Being on the other side of the world—so far from home, and yet so inspired—recalibrated my sense of what daily life could look like.
What is one ritual or object that keeps you tethered when you’re on the move?
I have a lot of flying rituals, but the one that means the most is this: I always touch the outside of the plane when I board. It started as a superstition, but now it’s more of a grounding ritual. A reminder that I’m letting go of control and trusting the process.
What are some of your personal signatures, the details that feel distinctly you?
An airport outfit that perfectly balances cozy and chic.
Expertly packed and coordinated luggage.
A flying playlist that skews cinematic.
And I’ll always bring small mementos home—hotel stationery, restaurant pens—anything I can get my hands on.
What are your non-negotiables when packing?
My Cadence capsules & Ries bottles, Sleepsy sleep mask, Monos packing cubes (the compression is INCREDIBLE—you can pack so much!!!), and Loop earplugs come with me on every trip.
I love to apply Aesop Flight Therapy in the air—it’s a rollerball fragrance that’s great for nausea and stress.
As for clothing, I’ll always have comfortable pants, a chic sweater, sneakers, and a button-down. Right now I’m using this bag for my hand carry.
Team carry-on or checked bag?
I used to be staunchly Team Checked—packing was part of the ritual, and I loved having options. But everything changed when I got a Rimowa carry-on.
Now I’m slowly converting, though truthfully, I still bring both. Carry-on for essentials, checked for overflow. It’s a work in progress, but I’m trying to pack lighter, especially for shorter trips.
What’s next on your travel bucket list?
I’m finally making it to the Balearics this summer, a dream I’ve had for years. After that, I’ve got my eye on Switzerland or Sicily, hopefully for a Spring trip. I’m drawn to places that feel immersive and transportive in totally different ways.
What’s something that you loved ten years ago that makes you cringe? What do you still stand by?
Cringe: NYC nightclubs.
Still stand by: Sitting in the window seat!
What are the references that live rent-free in your mind?
Vintage airline ephemera. Lost in Translation. The Hotel Costes compilations on vinyl.
And lastly, who is your favorite tastemaker?
Lucy Williams. She has this effortless ability to make everything feel cool without ever being try-hard. Her style is equal parts undone and elevated, like the fashion version of the kind of hotel I always want to stay in. She makes aspirational feel approachable, and that’s something I always try to do in my own work.
To keep up with Tori’s musings, subscribe to her newsletter, Window Seat, be sure to follow her on Instagram and check out her work at V1 Projects.
Know a tastemaker worth spotlighting or want to be featured yourself? Enlighten us here. 💌
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This was so much fun and I loved meeting you guys! Thank you so much for dubbing me a 'tastemaker' 🙂↕️🛩️💌