Well, this is genius. It’s a shop, staged as an actual home. Duh. It’s in a 3rd story loft on Greene St, and it’s the brick and mortar entity of the online shop THE LINE. This apartment has been staged as the light-filled home of “a discerning woman who appreciates a finely tailored jacket as much as a bespoke velvet sofa”. Everything is shop-able with in the context of an actual home. Coats are in the closet, books on bookshelves, toothpaste in the bathroom etc. The line also hosts dinner parties, workshops and screenings at The Apartment.
I love this.
The Apartment by The Line is open Wednesdays 3 p.m. to 8 p.m. and Saturdays 1 p.m. to 6 p.m. through December 21. Special shopping hours on Monday, December 23, from 3 p.m. to 8 p.m.
76 Greene Street
New York City, NY 10012