A curated space that feels like you’ve just walked into someone’s stylish SoHo pad, but here’s the twist – you can purchase absolutely anything inside.
Located in a quintessential SoHo apartment, at 76 Greene Street, is a unique concept store for online fashion and lifestyle retailer The Line.
Stylists Vanessa Traina and Morgan Wendelborn have carefully assembled a living space/showroom hybrid that contextualises the products available via the online store.
The Apartment is only open for public viewing on Wednesdays, Saturdays and by appointment. Hit the buzzer at a non-descript residential entrance along Greene Street, and then soar up to the third floor in a tiny lift that will open its doors to reveal the New York loft of your dreams.
A gorgeous, light filled space that encapsulates an impeccable balance between minimalism and a hint of personalised décor that is ‘cluttered’ to perfection. Sunlight streams in from the vast windows, the ceilings are high and there is an array of tangible furniture, decor and objects.
You are then greeted by one of the effortlessly chic stylists, who will explain that you can wander around and ‘make yourself at home’.
Start in the lounge room, meander across the rug, take a selfie in the wall-length mirror and browse the pages of some arty books. Sit back in the chair draped with a casual throw and pause to gaze out the window at the view of SoHo’s charming streetscape.
Walk through to the bathroom with an impossibly luxurious tub and peruse the selection of beautifully displayed toiletries. Adorable bottles and sumptuous, scented products line the bathtub and the window-frame. The fresh floral arrangements add a homely, yet elegant touch.
Then there’s the bedroom where you’ll be tempted to sit on the comfortable bedding or investigate the copious pieces of clothing hanging in the sizeable walk-in-wardrobe. High-end sartorial meets a few more reasonably priced labels. Plenty of designer bags and shoes are also available to lust after. It mimics a realistic collection of expensive statement pieces mixed in with some more casual acquisitions that well-heeled fashionistas would tote.
The Apartment by The Line merges the convenience of an online store, with the intimacy of the bricks and mortar concept. It’s a space to inspire the customer and showcase design potential – it’s much easier to imagine these striking objects in your home if you have seen them first-hand. You can touch the pieces, meet the creators and walk through the design narrative of the deliberately fashioned space.
Insert yourself into the lifestyle of a creative, moneyed New Yorker swanning around their Pinterest-perfect pad.
The Apartment also serves as a space to host design industry events such as screenings, discussions and dinner.
For more information visit www.theline.com
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