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A New Venture

November 19, 2014

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On a sunny afternoon in early October, I decided to take a walk down to 76 Greene Street in Manhattan’s Soho district to take a look at an unusual apartment.

Was I looking to buy or rent? No, I was merely intrigued. When surfing the web I inadvertently saw “The Apartment by The Line” that said, “Open to the public on Saturdays, 11 am to 6 pm”. Why not I thought?

After a few missteps, I found the door to 76 Greene, entered and pushed the elevator button to the third floor. My jaw dropped as I stepped out into a light-filled, spacious loft with high ceilings and jaw-dropping furnishings and accessories.

The Flag Halyard Chair

WELCOME TO THE LINE This is a retail store that looks like an apartment (it even has a kitchen) except that every single thing in it can be purchased. Well, not quite. The old-fashioned, clawfoot tub on display is a spectacular decorative piece that’s not for sale. “And, we’re finding that New Yorkers love it,” said the young lady who was showing me around. “You wouldn’t believe how many questions we get about that tub!”

The clawfoot bathtub in The Apartment by the Line

THE STORY BEHIND THE STORE First created as a luxury website by Vanessa Traina Snow and Morgan Wendelborn, The Line was launched to showcase their favorite finds for the home and beauty/fashion. I was intrigued because every item seemed to have a story behind it. Of course, I have to add that these high-end items are fairly pricey.

For example, a fantastic pair of aviator sunglasses that looked like no other aviators I’ve ever seen were $700 and a gorgeous chrome bike was $900. But the white sheepskin rug that I spotted was only $200! “Yes, it’s great, isn’t it,” my friendly guide said, “One of our customers bought it for her dog.” I was speechless.

When I returned home, the new October issue of Bon Appétit magazine had just arrived in the mail and guess what? Inside I came across a 10-page piece on “How to have a stand-up dinner party with no seating chart and no salad course” – all photographed on location at The Apartment by The Line.

I almost dropped the magazine.

But guess what really caught my eye? The clawfoot bathtub! Only now it was filled with bottles of Dom Pérignon!

- Shaun



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