Project Feature

On the third floor of a Soho loft in Manhattan is where you will find all your dreams have come true. The Apartment by The Line is a creative and diverse approach to retail and is a concept store like no other! The Apartment by The Line is the brick and mortar store of the stylish eCommerce shopping website, The Line. This is a must visit place for those who love retail and interior design all in the one place.     The concept was created by New York stylists Vanessa Traina and Morgan Wendelborn who set up shop as The Apartment, a very clever and stylish way to sell online products to an offline consumer. In side this shop-able apartment, everything is up for grabs and there is something about the way that the products are visually merchandised in a related way that makes The Apartment such a special shopping experience. It is a place where shoppers can gain inspiration for their own homes décor or their own fashion and beauty, all in a place so unique from today boutiques that can often be over filled with unappealing products.     With coats hanging on the wall hooks and loose change scattered on the side table, it is this sort of attention to detail which gives The Apartment a human element and authentic aspect. The general purpose was to put something together based on how people actually live because if you are going to spend $18,000 on a chair, you might want to experience it for yourself first!     If you can’t make it to see The Apartment, you can still shop directly from the online website, The Line. Here you will find pieces featured in The Apartment which are all carefully chosen products from established and emerging designers. They also offer a growing range of online and offline services, including by-appointment shopping, personal styling and interior design consultation.  The Line is bringing new meaning to the phrase “Make yourself at home” and you can visit The Apartment Monday–Saturday: 11 a.m. to 7 p.m. and Sunday’s: 12 p.m. to 5 p.m. The Apartment by The Line76 Greene St, New York, NY 10012(646) 678-4908 Photos courtesy of The Apartment.

Nowadays, you can walk into any chemist, supermarket or department store and purchase a bottle of perfume. There is such a huge range on offer so what is it that sets one perfume company apart from the other? At Hale, we believe that it has a lot to do with the integrity and ethos of a brand and when we came across perfume company Le Labo, we knew they were the real deal. Le Labo perfumery first opened in the Nolita neighbourhood of Manhattan in the USA back in 2006. Since opening, they have obtained a cult following and in March 2017, they launched their Melbourne store located in the trendy suburb of Fitzroy. Lucky us!     Le Labo believe that the world should be filled with soulful fragrances and not just more bottles of perfume, and that the future of perfumery lies within the craftsmanship of each individual fragrance. Each scent becomes identifiable as a Le Labo creation, when you pass a person in the street, or share a lift with someone that is wearing Le Labo, you know without doubt where they've purchased their perfume from.     When purchasing direct from the Le Labo store, you will not only receive a beautiful bottle of perfume or candle, you get the whole integrated experience. You select your scent which is then blended in front of you and you can have a customisable label attached to each bottle or candle making the whole experience one of a kind and the perfect gift for someone special or just to spoil yourself.     The Le Labo range has over 100 vegan fragrances and are especially renowned for their unisex fragrances, candles and perfumed oils. Their Melbourne store is located at 183 Gertrude Street, Fitzroy and they recently opened their Sydney flagship store at 68 Gould Street, Bondi Beach. Both stores stock the full Le Labo range.