Case study
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The_Ap_art_ment™
Living With Art, Reimagined

An immersive experience in collaboration with Space Gallery Soho and renowned brands, igniting the dialogue between art and thoughtfully created spaces on a deeper level.

The average visitor spends 28.63 seconds in front of a work of art.

The_Ap_art_ment™ asked – What if we gave people space to linger?

Overview

The_Ap_art_ment™ reimagined what it means to live with art. Rather than simply showcasing works on white walls, this immersive concept transformed Space Gallery Soho into a fully livable two-floor NYC apartment – designed to blur the line between exhibition and home. Curated and directed by Susann Eva Goerg, the experience offered a new kind of encounter: emotional, elevated, and grounded in the art of daily life.

Every detail, down to the sculptural furniture, evolving artwork, and spatial flow, was designed to move guests beyond the passive act of viewing and into the intimacy of inhabiting. Over the course of six weeks, the project became a space where art wasn't staged – it was experienced.

The Challenge

In the design world, art is often treated as an accessory – something added after the fact. And in many residential interiors, art becomes background noise or a surface-level match to a palette.

The challenge was to shift perception.

Could a space be designed in dialogue with artwork? Could art shape the architecture of feeling, flow, and presence within a space? Could a gallery become a place of lived engagement – not just an environment for art curation?

This project aimed to invite a deeper kind of design conversation: one where art is an asset, not an accessory or afterthought.

The Approach

The strategy was to design a fully livable space where art and interiors weren’t treated as separate disciplines – they were part of the same narrative.

Each room was curated with intention and inhabited by stories:

  • A welcoming Entry Corner set the tone for curiosity and connection

  • The Living Room, anchored by a sculptural fireplace, invited pause and conversation

  • A Dining Area ready to entertain rotated artwork throughout the show as pieces sold off the walls

  • A playful Party Corner and Red-Hot Exit leaned into theatricality and fun

  • The Upstairs Sleeping Loft offered a tranquil Zen Zone and an Executive Desk

Brand partnerships were treated as co-creations. Farrow & Ball, Rug & Kilim, HearthCabinet, Trueform Concrete, Paintworks, Firebelly Tea and VESTA all contributed to the layered richness of the space.

Each piece was selected not just for aesthetic cohesion, but for the feeling and function it offered within the dialogue between design and art.

Ann Gish Paintworks Trueform HearthCabinet Vesta Rug & Kilim Farrow & Ball Firebelly Tea

The Solution

More than an exhibition, The_Ap_art_ment™ became a lived-in design manifesto and a weekly evolving space hosting:

  • A welcoming opening night fireside chat with art and interiors insiders

  • A Women of Culture brunch & Artist Q&A

  • A Yoga Session in the Zen Zone

  • A Color with Confidence presentation & conversation with Farrow & Ball

  • A design industry gathering with HearthCabinet and Trueform Concrete

Works sold directly from the space and were replaced mid-show, reflecting both resonance and real-time engagement. One brand partner, VESTA, dedicated a follow-up furniture collection inspired by the project: Susann Eva Goerg x Vesta.

  • “The_Ap_art_ment™ has to be the comfiest art gallery ever.”

    – COURTNEY L.

  • “Okay but really… how much is the rent for a place like this?”

    – READY TO MOVE IN VISITOR

  • “The most important question: Can we stay overnight?”

    – PATRICK B. ON OPENING NIGHT

The Results

The_Ap_art_ment™ didn’t just demonstrate a creative vision, it opened the door to what’s next in the conversation around art and interiors.

It showed that spaces can feel elevated and effortless. That art can be more than a talking point – it can be the structure, the mood, the memory.

And it invited art enthusiast, collectors, future collaborators, clients, and brands to think differently about what design can do.

Pieces weren’t just admired – they were lived with, loved, and collected.

Ready to Reimagine What Art Can Do?

Whether you’re curating a space, launching a gallery collaboration, or building a home that lives like a legacy – let’s bring art into alignment with your space, your story, and your standards.