Do you find yourself picking up homeware up and asking, do I really need it? As more of us are wondering if something will sit and pick up dust or fit nicely into our lives, contextual shopping is starting to evolve.
After being inundated with questions about her set design on TV show The Good Wife, Beth Kushnick has started a home and furniture line. While US retailer PIRCH lets you cook or take a shower before deciding if their products are for you.
Most recently, The Line, which began as an online style and design retailer, has set up a loft in Manhattan’s ultra-chic SoHo. Everything you see is for sale; the furniture, interior, the close in the closest, even the kitchen sink.
“The purpose is to try to put something together based on how people actually live,” says Charlie Cole, president of The Line. “It gives a certain malleability and realism that most stores don’t have.”
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