Inside New York stylists Vanessa Traina and Morgan Wendelborn's new retail destination The Apartment

Inside New York stylists Vanessa Traina and Morgan Wendelborn’s new retail destination The Apartment
Opening today and simply called The Apartment, this unconventional boutique takes the shape of a third floor Soho loft, filled with enviable objects curated by The Line founders Vanessa Traina and Morgan Wendelborn
(Image credit: press)

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 (opens in new tab). 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 (opens in new tab).

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.

Inside New York stylists Vanessa Traina and Morgan Wendelborn’s new retail destination The Apartment

'The inspiration behind The Line was to curate a wardrobe of interesting and elevated essentials,' Traina and Wendelborn explained. 'The Apartment is inspired by the character that these essentials embody.' On the Las Venus custom made Ludlow sofa is a fox fur throw, backed with cashmere wool

(Image credit: press)

Inside New York stylists Vanessa Traina and Morgan Wendelborn’s new retail destination The Apartment

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

(Image credit: press)

Inside New York stylists Vanessa Traina and Morgan Wendelborn’s new retail destination The Apartment

A metal vessel, designed by Jonathan Burden and made by metalsmith John McDevitt

(Image credit: Jonathan Burden)

Inside New York stylists Vanessa Traina and Morgan Wendelborn’s new retail destination The Apartment

Beside the roll-top bath is 'St Barts Cube', designed by Andrianna Shamaris, featuring teak and cracked resin. Beauty products are by Mountain Ocean

(Image credit: press)

Inside New York stylists Vanessa Traina and Morgan Wendelborn’s new retail destination The Apartment

A bed in The Apartment for the shopping weary

(Image credit: press)

Pei-Ru Keh is the US Editor at Wallpaper*. Born and raised in Singapore, she has been a New Yorker since 2013. Pei-Ru has held various titles at Wallpaper* since she joined in 2007. She currently reports on design, art, architecture, fashion, beauty and lifestyle happenings in the United States, both in print and digitally. Pei-Ru has taken a key role in championing diversity and representation within Wallpaper's content pillars and actively seeks 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.