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

In a city synonymous with cool real estate, we had to conceive of and then find a space that an ultra hip, globetrotting, single thirty-something woman with unlimited means would die to call home. The answer we quickly came to was the classic SoHo Loft.

The problem was that we needed to find this apartment not in an already converted residential building, but in a commercial space. No one lives in this apartment. It is a showpiece, not a residence. 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.

Because The Line is the brainchild of the lead investor of General Assembly, which has gained real traction in the startup world, we had some serious street cred. That said, The Line was still a startup. On every possible location, we were competing with major fashion houses and furniture showrooms, many of who were recognizable names with track records that spanned decades, if not centuries.

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, the people…you just feel cool being there. 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 had everything from the original high tin ceilings with beautiful cast iron columns, to the big windows that let in incredible light. It was all there.

The amazing thing about two floors at 76 Greene is it gave us one floor that was just 'The Apartment' and curation of The Line and a second floor just for the actual office. We had been focused on dividing one larger space into front of house and back of house, but in the end, two contiguous floors was a better solution.

Finding the right space was a challenge, but securing the lease was a dogfight. Once we set our sights on 76 Greene we found ourselves in direct competition with a major retailer who wanted these floors. We didn’t have nearly the balance sheet they did and on top of this (but not surprisingly) the Landlord didn’t understand our concept.

So, we focused on who the founders are and why they are likely to be successful. In essence, we sold the story of innovation, youthful passion and past successes. In a sense, this is the story of SoHo. The landlord liked what they heard and put us in first position, ahead of a known entity.

From there, it was all about the build-out and turning the dream of The Line’s apartment into a reality. We worked closely with both the landlord and the architect to help this process along. 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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