After lusting for everything that is The Line — an online editorial and e-commerce space co-launched by Vanessa Traina — we felt a proper visit was in order. We recently spent an afternoon at “The Apartment,” the offline counterpart of the luxury e-tailer, located in the SoHo district of downtown New York.
We walk to a nondescript metal door on Greene Street, where we see “The Apartment” inscribed in small black text. The door opens directly into an elevator that leads you to one of the most forward and unique retail
environments experiences that the city has to offer. The space is unlike any we’ve encountered.
The Apartment brings the act of shopping to the intimate setting of a home — in this case, a spacious, light-drenched loft filled with items from the likes of Cire Trudon, JW Anderson, Common Projects, TASCHEN, and more. The space features a plush living room, fully functioning kitchen, walk-in closet and a bathtub-equipped bedroom. Furniture, books, apothecaries, shoes, and clothes fill the space as if it were someone’s apartment. Everything is for sale. The only catch is that most items are not immediately available after purchase; shoppers have to wait a few days to have their goods shipped to their home.
But it’s not about that instant gratification at The Apartment. Both the shoppable loft and its accompanying website take great pride in beautiful storytelling, immersing visitors in the history and context of the items sold for a more wholistic experience. A Le Labo candle doesn’t just sit on the shelf waiting to be picked; it lights up the living room on a wooden coffee table; it emanates a soothing smokey scent; and it enhances the quality of the owner’s entire lifestyle.
For The Line, offering this sort of storytelling means regular editorials called “Chapters,” magazine-worthy pictorials and written features on a given product, designer, or theme. With 25 Chapters and counting, we’ve seen everything from bespoke selvedge denim and botanicals to the design ethos of Carl Aubock. We’re impressed to say the least.
If you’re in the city, we think an appointment is in order. Take a tour of The Apartment with us in the gallery above.
76 Greene Street, 3rd Floor
New York, NY 10012
Photography: Thomas Welch/Selectism.com