Apartment-stores: A new take on interior design

Apartment-stores: A new take on interior design


Just imagine, friends invite you over and
you can choose anything that takes your fancy in their apartment. That’s the basic idea of APTM – “a place to
meet” – in Berlin. The main focus of US-born founder Chris Glass
is 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’s
a journey, there’s a story to tell for everything that’s in this space. I think that’s what people feel when they
come into this space. It feels curated it, it feels like it belongs
to a certain personality. “Apartment stores” such as APTM look less
like ordinary stores than tastefully furnished living spaces. Although.. maybe bigger than the average flat! In this space of 230 square meters, customers
can buy whatever they like, even the slippers and products in the bathroom. This apartment can also be rented out for
business or private events, such as supper clubs. “This is a hybrid concept. It’s not just a store, it’s not just an
event space, it’s not just someone’s home it’s really all of these things together. And the idea that people want to discover
something unusual, that people want to experience something unusual: I think anyone who’s
curious is our customer.” The apartment is located in Berlin’s working-class
district of Wedding. And people have to make an appointment if
they want to look around for free. Livia Lee is a regular here – she wants to
find out what’s new today. She found out about APTM at a dinner party
and 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 taking
all of my money!” Chris Glass is always on the lookout for new
objects. Not because he gets bored, but because they
sell so fast. Twice a year, he revamps the space completely. The current installation “Deutsch – was ist
das?” pays tribute to German design. Pieces by more established brands are juxtaposed
with works by young Berlin labels as well as vintage objects. For brands to sit alongside brands that they
admire, that they find interesting, is unique in that respect and the stories that that
tells, the new relationships that come out of that. And also for consumers to understand, to see
those products in a natural situation also helps them to understand how it could look
in their own home and it feels comfortable in that respect. For some, the future of fashion and design
lies in these apartment stores. Retail places are having a hard time in terms
of comping their business and sales etc… They forget the customer experience. So when you know you can come to APTM and
have a different experience a more welcoming experience, you know for someone who is also
knowledgeable about interior design and knowledgeable about the pieces they’re selling – There
are 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 Démodé. I think it’s absolutely part of a trend
that will continue to emerge. Apartment stores are for those who don’t like
shopping by click but actually want to take time before they opt for a special piece of
designer furniture – or even just a shower gel.

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