Bringing Retail Products into a Real Life Apartment [PSFK FUTURE OF RETAIL NYC]
CEO of luxury e-retailer The Line shares how offline, living showrooms promote engagement and discovery for online brands
PSFK is excited to welcome Charlie Cole, CEO of The Line to speak at our Future of Retail Event in NYC on November 14. The Line is a luxury online retailer and creator of “The Apartment” – a real SoHo apartment that serves as a showroom and event space for their online product portfolio. At the conference, Charlie will discuss the importance of creating experiential showrooms and bringing online brands offline.
We’ve seen a number of former online-only retailers like Birchbox, Warby Parker, and Bonobos creating brick and mortar stores to reflect their online sites. Why did The Line decide to create The Apartment instead of a more traditional store?