Rethinking Retail with The Apartment by The Line

Trade is changing: Traditional boutiques are attracting fewer consumers, while online shops are all the rage. But some concepts, like The Apartment by The Line, are rethinking retail. In addition to its online platform—which places fashion, home and beauty items in context through inspiring editorial features—The Line features seasonal and temporary pop-up stores that introduce the concept to new regions and audiences. What’s more, two permanent interiors spaces in New York City and Los Angeles are designed as real homes.

Located on the top floor of a corner building in the center of Melrose Place in West Hollywood, The Apartment by The Line – Los Angeles is serene and chic. Objects and products from established and emerging designers and brands including Acne Studios; Khaite; Tenfold Los Angeles; Apparatus; Gubi; Lasvit; Tenfold New York; Coqui Coqui; and Le Labo can be discovered in every nook. Spread over two adjoining spaces, the lifestyle concept is encircled by a wrap-around balcony and separated by an open-air walkway of Moroccan tiles in sun-baked grays, tan, white, and pale pink.



A neutral palette with touches of blues and reds complement windows and skylights with sconces by Atelier de Troupe and lighting fixtures from Rewire, creating the perfect balance between natural light and artificial illumination. Adorned with vintage, Moroccan and Persian rugs, plants and books, The Apartment by The Line – Los Angeles helps visitors envision how the products can be used and styled. A modern banquet table and extended kitchen countertop welcome guests at the entrance, and a library and two airy lounge areas are also part of the front room. Intimacy prevails in rear quarters where bath, body and fragrance products are displayed in a setting that comprises a bedroom area.

Much more than a shop, The Apartment by The Line – Los Angeles is also a place to meet, gather and learn. Regularly organized special events include dinners and floral design workshops. Focusing on craftsmanship, versatility and personalization, the concept naturally includes a range of complimentary services, including wardrobe styling, personal shopping, interior design consulting, and wedding or gift registry.

At the crossroads of different worlds, The Apartment by The Line – Los Angeles reflects a new vision, placing experience at the heart of everything.


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