Case Study The Line

Space 7,200 sq ft

Type Luxury Fashion

Location 76 Greene Street

What if you had a friend who had both the coolest apartment imaginable and also the greatest taste in everything from furniture, clothes, accessories, dishes and literally anything else you’d find in a NYC apartment? And…it was all for sale! This is the cutting edge idea behind The Line. We were brought in by The Line to find the quintessential New York apartment that would be an invitation only space used as the showpiece for their collection and online platform.

The Challenge

The Line came to Vicus with an unique challenge for their fashion brand: find and curate a space that a hip, globetrotting, single thirty-something woman with unlimited means would die to call home. In other words, a classic SoHo Loft.

First challenge: build this showpiece vision in a commercial space. While creating the illusion of an apartment, we also needed to address the practical realities of running a business with its back-of-house operations and certificate of occupancy requirements.

Next challenge: we needed to balance The Line’s start-up status with the credit of being the General Assembly founder’s brainchild to compete with major fashion houses and furniture showrooms, many of who were recognizable names with track records that spanned decades.

The Solution

There’s a vibe to SoHo that is distinctly New York –the cast iron buildings, the cobble stone streets, the pedigree of artists and innovators who have lived there, the great stores and restaurants, and the people. Greene Street, between Spring and Broome is about as good as it gets. After much debate we zeroed in on two contiguous floors at 76 Greene Street; built in 1872, this building perfect features: original high tin ceilings, beautiful cast iron columns, and large windows to allow natural sunlight. 

Whereas originally we planned on dividing one floor into two distinct uses, this plan allowed us to designate one floor 'The Apartment' and curation of The Line and the other the back office. If finding the right space was a challenge, securing the lease was a dogfight. Once we set our sights on 76 Greene, we found ourselves in direct competition with a major retailer with a more qualified balance sheet and a landlord who didn’t quite understand our concept.

To address this, we sold the landlord on a story of innovation, youthful passion and past successes—the very essence of SoHo. From there, we coordinated with the architect to perfect the build-out and curate the apartment vision. In the end, The Line got their dream apartment on one of the best blocks in SoHo with their office one floor above. That’s life in the big city.

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