The ground floor of this exquisite apartment is a vacant retail unit facing onto an unremarkable cobbled street. Upstairs on the ground floor is one of the most stylish shops in the world for Audemars Piguet and Richard Mille, known as Material Good.
The concept of Material Good is the brainchild co-founder of Rob Ronen who has designed the Soho, Manhattan, space to resemble the sort of loft apartment that a New York supermodel would own.
Mr Ronen is not new to the world of luxury Swiss watches, having run the North American subsidiary of Audemars Piguet for several years before leaving in 2015 to set up Material Good. He reportedly came up with the concept after becoming frustrated with the unimaginative way retailers were trying to sell six-figure watches across the top of glass cabinets in traditional jewellers.
Everything in the Material Good apartment is for sale including Andy Warhol art with six-figure price tags, the furniture, fashion accessories, jewellery and prestige Swiss timepieces.
Material Good is one of only two authorised dealers for Richard Mille in New York, and the only outlet for Audemars Piguet in Manhatten aside from its own boutique.
The concept is not entirely new, in fact Audemars Piguet is a pioneer in the luxury lifestyle sale as it demonstrates in its Hong Kong AP House that is also styled as an ultra-glamorous apartment. The Swiss watchmaker says it already plans to replicate the concept in New York.