The Line is a new e-commerce site born from the mind of fashion stylist Vanessa Traina. But as opposed to your typical online retailer, The Line is highly curated, and focused on editing down to only the essentials of luxury. Along with the retail website comes The Apartment — its offline physical representation, but like The Line, The Apartment is anything but typical, rather it is a showroom that is set up to look like it is lived in by someone with a very good eye.
The space is a 3rd floor Soho loft, which has several rooms – including a living room, bedroom and bathroom – features all the designers from The Line in situ. JW Anderson clothings sit next to Prouvé chairs, and everything from artwork to knick-knacks is purchasable.
Traina explained to Wallpaper*:
The inspiration behind The Line was to curate a wardrobe of interesting and elevated essentials. The Apartment is inspired by the character that these essentials embody. It is a setting for this person’s life and is filled with the things that all have special stories in their own right.
The Apartment will be seasonal, changing set up every few months as if a new inhabitant has moved in. Not only a retail space, it will host dinners, workshops and screenings. It is a physical embodiment of the The Line’s online presence, providing a complete, immersive online-offline package for shoppers.
Check out the rooms of The Apartment below: