In an effort to make furniture shopping a more personal experience, the decor brand 'The Line' created a unique showroom in New York dubbed 'The Apartment by the Line.' With everything from art on the walls to shoes in the closet, this showroom makes customers feel as though they are truly at home and serves as an excellent example of retail innovation for those attending Trend Hunter’s New York innovation conference.
The Apartment by the Line was originally created by twins Kate and Morgan Wendelborn as a way to make shopping for home goods a more intimate experience. Instead of using display cases, each object is arranged as part of a contextual layout that helps customers envision how the products would look in their own home. The showroom is particularly useful in the age of online shopping as it helps to address the detachment of merchandise from real life.