• The Apartment

    An early example of today’s “experiential” retail environments, this hybrid project on Crosby Street in Manhattan's Soho district was a home furnishings store designed as a set for constantly changing narrative installations.

    Occupying 4,000 sf of street-level and basement space, it was conceived to look like an inhabited loft apartment in which everything—furniture, fixtures, linens, clothes, cosmetics—is for sale. Rounding out the experience, food and beverages prepared by the resident chef were available to patrons of the store. Moveable partitions and flexible lighting allowed “the set” to be changed with ease and to accommodate frequent special events in the space.

The Apartment

New York, NY

The Apartment

An early example of today’s “experiential” retail environments, this hybrid project on Crosby Street in Manhattan's Soho district was a home furnishings store designed as a set for constantly changing narrative installations.

Occupying 4,000 sf of street-level and basement space, it was conceived to look like an inhabited loft apartment in which everything—furniture, fixtures, linens, clothes, cosmetics—is for sale. Rounding out the experience, food and beverages prepared by the resident chef were available to patrons of the store. Moveable partitions and flexible lighting allowed “the set” to be changed with ease and to accommodate frequent special events in the space.