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The Apartment by the line opens second shoppable contemporary home on Melrose Place


BY COURTNEY KENEFICK

 

Like its first brick-and-mortar store in New York City, The Apartment by The Line’s new West Coast counterpart is shoppable contemporary home above retail level (specifically, on the second floor of a Melrose Place building). Though the refined selection of clothing, beauty products, art, and home goods that deck out the space looks firmly established, everything doubles as sellable areas. “We’ve established our own aesthetic and identity,” says founder Vanessa Traina Snow of the by-appointment shop. “It was important to maintain that through the lens of the California landscape.” Indeed, the brand’s second home is decidedly more open, airy, and lighter than the Soho outpost. Traina Snow gutted the interior and turned it into a polished abode, ore of a living space than a retail outlet with its clean-lined furniture, framed works by Helmut Newton and Barbara Kasten, and ready-to-wear from J.W. Anderson, Lemaire, Protagonist, and more. There’s even a bowl-like ceramic bathtub—the perfect spot to display Tenfold, The Line’s new home brand, which spans everything from washed linen duvets and cashmere throws to soapstone trays and a marble wine chiller. The collection was an important step for Traina Snow, who wants to “round out the lifestyle" that she has so discerningly established.