Thursday, sportswear brand Weatherproof is set to open Apartment 32 in SoHo - its first 32° Weatherproof store - and clearly wants to redefine the way people shop.
The first thing they're implementing: a "leave your BlackBerry at the door" policy. The idea is to get like-minded shoppers talking rather than fiddling with their phones. (A pipe dream, since most people generally don't treat shopping as an opportunity to mingle.)
Apartment 32 will be outfitted as a "chic Manhattan apartment" and will invite shoppers to enjoy the comforts of home. Associates will be referred to as "residents" and shoppers as "house guests." If you're opposed to the no-cell rule, chargers are gratis, as is espresso.
Furthering the shopping-as-socializing concept, the store plans to host "date nights" every Thursday. According to a release, "guests" will enjoy extended hours and cocktails, while shopping will be put on the "back burner."
It'll be interesting to see if the unconventional ideas at a store selling basic outerwear gain traction, or if they'll be short-lived gimmicks.
Follow Style/Buzz/Special Sections Editor Perrie Samotin on Twitter: @PerrieWS