The concept of The Apartment by The Line is genius. Come shop in the immaculately beautiful Soho studio apartment every NYC girl wishes she had. And I don't mean studio like tiny twin-bed-only you can scramble your eggs from the bathtub kind of studio. I mean light-drenched, open-onto-the-fire-escape windows, room for yoga or pilates or even a 20 person party kind of studio.
Every last inch of it is as photogenic as the first. And it's surprisingly comfortable to walk around in, no pressure from the nearly invisible sales associates, no awkward forced vibes. It truly does feel as welcoming as a house would be.
The cool thing is that every item in the rooms is for sale. Literally, anything you pick up you can buy. I had to laugh because there was a gorgeous mustard yellow purse sitting in the "closet" area of the store and I almost picked it up to look at it before I realized it belonged to another girl shopping there and wasn't for sale! The prices and the chicness are equivalent, so be prepared for that. But even so, it's beautiful just to enjoy.
Keep an eye out for an elevator door on street level next time you're in Soho, and be sure to ride it to the third floor and be wowed by its sublime beauty and your major apartment envy.