The Weatherproof brand in New York is opening a flagship store that feels more like a home with an unusual ‘house rule’.
Clothing brand Weatherproof will open its flagship Apartment 32 store in New York’s SoHo district. The retail store is laid out to look like a trendy apartment with chic furniture fittings and where the store assistants are referred to as ‘residents’ and shoppers as ‘house guests’ or ‘visitors’. There is also a ‘house rule’ where customers are asked to ‘leave your Blackberry at the door’.
Freddie Stollmack, president of Weatherproof, explains this unusual policy as:
We’re providing a great venue for people to visit, put their feet up, and enjoy face-to-face conversation. People can actually get to know each other without the help of an electronic device!
Guests to the Apartment 32 store can relax on the couch, drink a cup of espresso and chat with other customers. Furthermore, the store will host a ‘date night’ every Thursday evening where the store will be opened for extended hours and shoppers can enjoy cocktails. The guests will be invited by word of mouth and also the store’s Facebook page.