unique home stores
just imagine, friends invite you over andyou can choose anything that takes your fancy in their apartment. that's the basic idea of aptm - "a place tomeet" - in berlin. the main focus of us-born founder chris glassis good design, but he also wants customers to understand that there is a personal touch. everything that’s here has been chosen,just as you would in your own home. you’ve sought out the things, there’sa journey, there’s a story to tell for everything that’s in this space. i think that’s what people feel when theycome into this space.
it feels curated it, it feels like it belongsto a certain personality. "apartment stores" such as aptm look lesslike ordinary stores than tastefully furnished living spaces. although.. maybe bigger than the average flat! in this space of 230 square meters, customerscan buy whatever they like, even the slippers and products in the bathroom. this apartment can also be rented out forbusiness or private events, such as supper clubs. "this is a hybrid concept.
it’s not just a store, it’s not just anevent space, it’s not just someone’s home it’s really all of these things together. and the idea that people want to discoversomething unusual, that people want to experience something unusual: i think anyone who’scurious is our customer." the apartment is located in berlin's working-classdistrict of wedding. and people have to make an appointment ifthey want to look around for free. livia lee is a regular here - she wants tofind out what's new today. she found out about aptm at a dinner partyand has been here several times since - she always finds some item that she wants to buy!
and this time? "several. as usual. everytime i come here i say chris is takingall of my money!" chris glass is always on the lookout for newobjects. not because he gets bored, but because theysell so fast. twice a year, he revamps the space completely. the current installation "deutsch - was istdas?" pays tribute to german design. pieces by more established brands are juxtaposedwith works by young berlin labels as well
as vintage objects. for brands to sit alongside brands that theyadmire, that they find interesting, is unique in that respect and the stories that thattells, the new relationships that come out of that. and also for consumers to understand, to seethose products in a natural situation also helps them to understand how it could lookin their own home and it feels comfortable in that respect. for some, the future of fashion and designlies in these apartment stores. retail places are having a hard time in termsof comping their business and sales etc…
they forget the customer experience. so when you know you can come to aptm andhave a different experience a more welcoming experience, you know for someone who is alsoknowledgeable about interior design and knowledgeable about the pieces they’re selling – thereare very few retail places where you get that. london already boasts several apartment stores,such as the alex eagle studio. and paris has the boutique dã©modã©. i think it’s absolutely part of a trendthat will continue to emerge. apartment stores are for those who don't likeshopping by click but actually want to take time before they opt for a special piece ofdesigner furniture - or even just a shower
gel.
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