Apartment 32, a new retail concept from apparel and outerwear manufacturer Weatherproof, is designed to resemble a chic Manhattan apartment, one that invites shoppers to enjoy the comforts of a modern home. It’s also one that has an unusual “leave your Blackberry at the door” policy.
“We’re providing a great venue for people to visit, put their feet up, and enjoy face-to-face conversation,” said Freddie Stollmack, president of Weatherproof. “People can actually get to know each other without the help of an electronic device.”
The 2,000-sq.-ft. space is outfitted like a city apartment, with a couch, kitchen counter, suspended bicycle and other unexpected accents. In keeping with the residential theme, the sales associates are referred to as “residents” and the shoppers as “house guests” or “visitors.” And despite the no-talking on smartphones rule, guests can charge their phones, free of phone, while relaxing on a couch and sipping a cup of espresso and chatting with other shoppers.
In addition, the store is hosting a “date night” every Thursday night. While enjoying extended store hours, cocktails are served to “apartment guests;” and shopping is put on the “back burner.”
The store is geared towards a younger demographic. It stocks Weatherproof’s entire 32 Heat collection -- different categories in active outerwear combined with a new process that retains and absorbs body heat.
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