InStyle editors Dana Avidan-Cohn, Melissa Rubini, and Ali Pew recently visited The Apartment, an intimate store set up in a Manhattan loft. Below, Dana shares the experience.
Retail has been swept up into the digital vacuum and we now search for most of our purchases online. It's definitely convenient: Things arrive at your doorstep in a neat little box and you can try them on in the comfort of your own home. However, the social experience that people had while shopping with friends is lost in online retail. It used to be a bonding experience to meet for lunch and then pop into a store together. Having someone whose opinion you trust when you are making a bigger purchase can be really helpful.
What if you could combine the idea of shopping with a friend but in a private setting (that's even chicer then your actually home). Cue The Apartment, a gorgeous Soho loft complete with floor-to-ceiling windows of streaming natural light, hot espresso, and a closet full of the most well-edited pieces for the season with a mix of designer and contemporary brands. It's by appointment only so you can take all the time you need and have the store to yourself. Style Director Melissa Rubini, Market Editor Ali Pew (below), and I headed downtown from InStyle’s offices to check it out in person.
The "store" which has a private elevator entrance off the street level is so beautifully staged and curated you immediately feel inspired. Everything from the furniture, to the rotating photography and art on the wall is for sale. It's basically every fashion girls dream New York apartment. You actually can't make a mistake, because anything you buy will be a good purchase, it's that well edited.
You may have come across theline.com, which is their equally minimalist e-commerce site but going to the store was an experience I highly recommend.