the apartment by the line
Published Mar 1, 2016 5:00 AM
Traina works with her friends in the art world to handpick exclusive artworks and original photography for her stores
photography by TAYLOR JEWELL
text by CAROLINE BIGGS
Filled with curated designer objects and inspiring art,
’s sophisticated stores are making us see retail spaces in a whole new light.
FRINGED ALPACA THROW by Tenfold $398 theline.com
STILL LIFE After launching The Line—her online shop of handpicked fashion, beauty, furniture, and lifestyle goods—in 2013, co-founder and executive creative director Vanessa Traina immediately began envisioning what the brand’s brick-and-mortar space would look like. “The idea of The Apartment came from a desire to show how items lived within the context of a home,” she says. “We wanted to create a multidimensional (and shoppable) environment where some of the pieces from The Line would actually live.”
The Line’s highly curated selection of housewares, The Objects, offers an assortment of elevated everyday essentials. BLACKLINE SMALL BOARD , LOLLIPOP SPATULA, and LONG SCOOP by Blackcreek Mercantile & Trading Co. WASHING-UP WHISK by Iris Hantverkand BONE BRASS HANDCRAFTED KNIFE by Pogliatheline.com
HEART OF THE CITY In October 2013, Traina officially openedThe Apartment by The Line
in New York, and this past fall, she debuted a second location on Melrose Place in Los Angeles. Appropriately, Traina outfitted both places to emulate each city’s distinct surroundings and style—for instance, the SoHo space boasts a palette of creamy neutrals and black dressed up by bold but streamlined accents. “It was very important that the design of The Apartments reflect the landscape of their respective city,” Traina explains. “New York is a classic loft with original floors and moldings and therefore naturally feels a bit moodier and dramatic. LA is very airy with an open floor plan and kitchen and greenery throughout.”
Warm but lightweight, cashmere throws by Tenfold are handwoven in small batches in Northern Italy and double as shoulder wraps. Some of Traina’s most beloved books are available at The Line and throughout The Apartment. “We didn’t want to neglect any aspect of home life,” she says. “So we covered all the categories we could imagine.” A Hans Wegner–designed Flag chair echoes a similar one inside Traina’s own home.
HOME GALLERY With a background in fashion and styling, it’s no surprise that Traina takes care to procure pieces for The Line that feel artful and intimate. In addition to curating goods from local designers, artists, and vintage sources—and even a few of her own personal treasures—Traina created her own in-house line of accessories, Tenfold, to offer her unique spin on timeless home accents and staples ranging from linen cocktail napkins to featherweight robes. “I gravitate toward items with versatility that will transcend seasons,” she explains.
TWO-TEXTURE TOSS PILLOW in colorblock by Tenfold $135 theline.com SOFT STRIPE CASHMERE THROW by Tenfold $1,178 theline.com
PAST PERFECT “However masterful the design, I am most inspired by the craftsmanship and the stories behind our products and brands,” Traina adds. “This knowledge informs our approach to the items and gives us a deeper level of understanding and appreciation for them.”
A Jean Royere–style sconce and a George Nelson sofa with custom bronze legs provide a quiet moment at The Apartment by The Line’s newest shop in Los Angeles. EXTRA-LARGE NATURAL SPOTTED ICELANDIC SHEEPSKIN by Black Sheep
OBJECTS OF AFFECTION Traina shares with us her favorite furnishings available at The Apartment.
Milo Baughman Sofa This sofa adds a touch of drama to any living space and can be customized to suit one’s decorating needs.
Hans Wegner Flag Chair The perfect accent for any room. Mine is nestled into a corner of my bedroom.
Irving Penn, “Still Life With Watermelon” I have been lusting after this work since we hung it in The Apartment in New York.
Tenfold Soft Stripe Cashmere Throw This speaks to the versatility we seek when designing our stores and brands, and it adds a touch of luxury to any room.
Tenfold Linen Sheets I love dressing my bed and these are the perfect textural base.