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  • The retail experience is evolving beyond changing rooms and checkouts
  • The retail experience is evolving beyond changing rooms and checkouts
    Need Supply Co. (2015) ©
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What’s the appeal of a shoppable apartment?

As e-commerce and brick-and-mortar begin to settle into a comfortable co-existence, a new retail format is beginning to emerge, blending the best of both worlds in experiential spaces that are neither store nor home. But why are digital-first labels deciding to go offline at all?

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Imagine entering a luxurious loft tucked away on the third floor somewhere in New York’s SoHo district. You’re not only invited in, but you can actually buy the rug right from beneath your feet, just like everything else in The Apartment – a beautifully curated space launched by online luxury retailer The Line.

As e-commerce and brick-and-mortar begin to settle into a comfortable co-existence, a new retail experience is beginning to emerge. The Apartment is a prime example of this – an experiential space that’s neither store nor home. And it’s a format that’s increasingly being adopted ...

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