Enter the world of highly edited personal retail and you have ‘The Apartment by the Line’.
The brain child of twins, Kate & Morgan Wendelborn and style icon Vanessa Traina (daughter of Danielle Steel). This store is more of a home – all product is contextualised in a living room, kitchen, dining room, bedroom or bathroom.
According to the founders, ‘‘The Line’ is designed to connect you with your favourite things’. To continually evolve through ‘selections’ – or selected items to ‘wear, use and treasure’.
Plus, ‘a growing range of online and offline services’ like personal shopping, personal styling, interior design consultation, gift registry etc.
The ‘Apartment’ also run events, to keep it interesting. Like next Saturday, their NYC branch is running a ‘Swim into Summer’ event where you can enjoy a tropical drink and see the latest from brand Matteau Swim.
The ‘Apartment’ (so aptly named) has limited trading hours, but always open by appointment. (Yes, it’s that kind of luxury store). You can see by the pictures – you’re essentially shopping from a home you wished you own, for product you wished you had. It’s the perfect example of retail moving into more personal, immersive ‘bricks and mortar’ experiences.
At the moment they have 2 permanent stores – in NYC and Los Angeles – and a seasonal pop-up currently in the Hamptons.
This concept sits at the top of the market – really serving as inspiration to more mainstream retailers… we can’t wait to see who takes hold of this concept and commercialises it.