The Apartment was the first design concept store in New York City and was set up as a functioning living space in SoHo where we presented objects of desire in a functioning context. You could lunch, watch tv, even shower, and buy everything you touched, from the Japanese toothpaste to the Italian sofa. We shaped our process around a simple philosophy: that since everything in the world is designed, we must be attentive and curate our lives only with those objects that we find personally relevant, useful and beautiful. Prioritizing community and consumer education, we were able to bring in a new audience to appreciate design for what it does, not just what it looks like in a glass box.

Originating as a retail store, we quickly grew into an agency, doing for clients what we had done for ourselves, tell stories, with a beginning, middle and end, even if not necessarily in that order. We conceptualized events, designed products, spaces and invitations, all in the name of creating a client’s narrative.