The Apartment NYC by The Line

Holy ***bleeeeep***! What a space! This crazy-beautiful apartment, situated in a classic Soho loft in NYC, epitomises stylish living. Despite looking like the home of someone extremely cool and annoyingly glamorous, The Apartment is in fact a shop-able boutique. The project was brought to life by fashion stylists Vanessa Traina and Morgan Wendelborn as an extension of their online store The Line.

The space, designed by Carl Sprague, is divided into several rooms, each filled with a careful curated selection of enviable objects to purchase. The highly edited collection of fashion pieces, beauty products, furniture and design objects all reflect Vanessa and Morgan’s vision “to pare back, strip down, and refine.” They wanted to simplify the shopping experience and pull together a selection of lasting and cohesive products that do not follow trends. From looking at these images, one can see the project has been a total success. We really do want it all – face oil, blue velvet lounge, crisp sheets, and everything else in between – yes please!

Among the selection are both established and lesser-known names, more substantial pieces of furniture and the smallest of essentials. There’s JW Anderson and Christophe Lemaire, alongside Prouvé chairs from the 20th century design dealer The Warehouse, the newly launched read-to-wear range from Protagonist by Kate Wendelborn, and Rodin Olio Lusso beauty oil. For The Line and The Apartment, it’s about the products that make up a lifestyle, where items are chosen for their unique and special quality. The Apartment, which will be “a changing source of inspiration,” will also be used as a space for discussions, dinners, screenings and workshops. So awesome it hurts.

The Apartment // 3rd Floor, 76 Greene Street New York City, NY 10012