Inside New York stylists Vanessa Traina and Morgan Wendelborn's new retail destination The Apartment
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.
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox
Pei-Ru Keh is a former US Editor at Wallpaper*. Born and raised in Singapore, she has been a New Yorker since 2013. Pei-Ru held various titles at Wallpaper* between 2007 and 2023. She reports on design, tech, art, architecture, fashion, beauty and lifestyle happenings in the United States, both in print and digitally. Pei-Ru took a key role in championing diversity and representation within Wallpaper's content pillars, actively seeking out stories that reflect a wide range of perspectives. She lives in Brooklyn with her husband and two children, and is currently learning how to drive.
-
Serenade your senses at Farasha Farmhouse in Marrakech
Farasha Farmhouse is a serene escape hidden on the outer reaches of Marrakech
By Nicola Chilton Published
-
‘Bio-spaces’ exhibition at Roca London Gallery celebrates biophilic design
‘Bio-Spaces: regenerative, resilient futures’ opens at the Roca London Gallery as ‘a call to action to stop designing nature out’
By Clare Dowdy Published
-
Les Lalanne’s surreal world takes over Venice
‘Planète Lalanne’, presented by Ben Brown Fine Arts, takes over Palazzo Rota Ivancich, with a cast of blue hippos, woolly sheep and giant grasshoppers
By Hannah Silver Published
-
Inside Sterling Ruby and OTW by Vans’ skatewear-inspired collaboration
American artist Sterling Ruby and OTW by Vans’ footwear collaboration was revealed in Los Angeles, backdropped by a specially constructed skate park created with PLAYLAB, INC
By Tilly Macalister-Smith Published
-
Inside John Lobb’s timelessly elegant New York flagship, a trove for shoe lovers
John Lobb opens its 700 Madison Avenue store, a walnut wood-clad space filled with sophisticated footwear for any occasion or terrain
By Tianna Williams Published
-
Comme Si’s first store in Brooklyn is a design lover’s temple to socks
Sock and loungewear brand Comme Si launches a temporary Brooklyn store, a rich and inviting space created with designers Elias Studio, John Sohn and Yoonjee Kwak
By Pei-Ru Keh Published
-
Inside Valentino’s vast new store on New York’s Madison Avenue
The three-floor Valentino boutique, which was formerly a longstanding flagship space for Calvin Klein, has been transformed into a beacon of Italian style
By Pei-Ru Keh Published
-
New York Fashion Week S/S 2024: Tory Burch to Willy Chavarria
New York Fashion Week S/S 2024 set off womenswear fashion month with a packed schedule spanning big-name debuts, runway returns and plenty of hometown favourites
By Tilly Macalister-Smith Last updated
-
American designer Willy Chavarria on his lifelong love of Dickies
Featured in the Wallpaper* USA 300, Willy Chavarria is part of America’s new wave of fashion designers. On the launch of his collaboration with Dickies, he talks utilitarian design, authenticity, and buying his first pair of Dickies at Kmart
By Jack Moss Published
-
Malin + Goetz cannabis candle celebrates the beauty brand’s roots, as latest store opens in Moynihan Train Hall, NYC
Malin + Goetz, the independent beauty brand and Wallpaper* USA 300 alumnus, is embracing new store openings and a cannabis candle collaboration with Brain Dead
By Pei-Ru Keh Published
-
How Tom Ford changed the beauty industry
As Tom Ford steps down from his eponymous beauty brand, we pay tribute to his contribution to the industry
By Mary Cleary Published