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:

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