As big proponents of minimalism, we found a deep-rooted connection with retail concept The Line, the latest endeavour from fashion stylists Vanessa Traina and Morgan Wendelborn. The discerning duo have pooled together an array of timeless pieces from the fashion, beauty and design realms in one elegant online destination. Not content with just a virtual presence, however, they have now created a physical space as well. Opening today and simply called 'The Apartment', the boutique takes the shape of a 3rd floor Soho loft, filled with enviable objects.
Divided into several rooms, The Apartment is an evocative vision of what stylish city living should look like. The light-filled space is designed by set designer Carl Sprague, a frequent collaborator of film director Wes Anderson, and brings together a myriad of design styles with vintage curios in an eclectic, yet realistic way.
Traina and Wendelborn explained, '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.'
Indeed, their careful selection includes offerings from both established and lesser-known names. Industry favourites like JW Anderson and Christophe Lemaire easily mix in with Prouvé chairs from the 20th century design dealer The Warehouse, and well-cut shirts and tunics from the fledgling label Protagonist, which makes its debut with The Line.
Originally just an online concept, it is the complementary, yet individual quality of both online and physical spaces that is particularly refreshing. While the online platform shares the histories and stories of each brand with charm, the noticeably pared-back loft is largely anonymous, allowing visitors to form their own impressions of the objects.
'The Line and The Apartment are symbiotic,' say the duo. 'The stories we want to tell about this lifestyle are driven by the items that we find unique and special, and want to collect. Both spaces are incredibly special to us. While the physical space provides a tangible environment where the items live, the online space allows us to illustrate the meaning of the products, while reaching a broader audience.'
The Apartment will be a changing source of inspiration. ('We are already playing with the idea of painting the floors and moving the bedroom to the front of the house,' the pair quipped.) In addition to the changing interiors, it will also serve as a backdrop for discussions, dinners, screenings and workshops, aimed at highlighting the creative worlds of each designer.