Thursday, August 16, 2007



The Apartment, named after the place where we all keep our most favorite things, is about uniting people. Stefan Boublil latest creation- theapt Forum (www.theapt.com), a new interactive online gathering place where the public can publish notes on design that lives at The Apartment. “Our goal is to raise the awareness of a new community that recognizes design as becoming much more about culture and considered choices. We don’t want it to be about us telling them what to think and do. Now it is about telling each other.”

With the new apt.com, Boublil delivers on his quest for the “democratization of design” making his site an open mic of sorts. Guests will have the same tools to add entries to the website as the aptPeeps themselves making it one of the first blogs to go beyond the traditional “comment” format into full editorial and user-generated content. I wish I came up with this concept.....

About The Apartment

Stefan Boublil started The Apartment in 2000, first as an experiment in retail as theatre and then as a creative agency serving the needs of a cultural community thirsty for stylish punditry and services such as architecture, interior design, branding and marketing, often all at once. The end goal is to tell a good story with a beginning, middle and end, even if not necessarily in that order.

Stefan Boublil’s motto: “To invent. Always.”