SOCIALIZE AND SHOP SANS SMARTPHONE

Socialize and shop sans smartphoneApartment 32 opened last night its SoHo flagship store on West Braodway.

It’s flagship retail store is laid out to look like a swank apartment and the store’s employees are referred to as “residents” and shoppers as “house guests”. There is also a “house rule” where customers are asked to “leave your [smartphone] at the door”.

The president of the Weatherproof, the parent-company of Apartment 32/ Weatherproof 32°, Freddie Stollmack explains: “We’re providing a great venue for people to visit, put their feet up, and enjoy face-to-face conversation. People can actually get to know each other without the help of an electronic device!”

The at-home atmosphere extends to “relax[ing] on the couch, drink a cup of espresso and chat with other customers.”

And, the approach includes “date night” to attract device-free singles via Facebook every Thursday night for extended hours and cocktails.

Weatherproof gained a lot of attention when Obama wore one of their jackets while visiting the Great Wall of China in 2010, now termed “the Obama jacket”.

Apartment 32 is hoping to start a trend and not be confused with another passé shop Apartment (was on Crosby Street in SoHo) that had attempted a similar home-y feel. The problem was “its employees pretended to live there, and everything in the store (outfitted like an apartment — hence the name) was for sale, so it was like an Ikea come to life — with customers as voyeurs, and the good-looking employees as faux residents acting oblivious, like it was their home.”

via PSFK, Brand Channel, newyork.nearsay