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 Intent
Curated and designed by Susann Eva Goerg, the experience reimagined a contemporary art gallery as a fully livable NYC apartment. Every element – from sculptural furniture to curated artwork – was selected to choreograph a “Gesamtkunstwerk: a total work of art where form, function, and emotion exist in dialogue.
Art and interiors weren’t treated as separate disciplines – they were part of the same narrative
Lingering, On Purpose
In a world where the average person spends 28.63 seconds in front of a work of art, The_Ap_art_ment™ invited guests to linger. To experience. To connect. This was a space designed to slow down the pace of perception – and reawaken our attention.
Art wasn’t staged – it was experienced.
Spatial Storytelling
Every room was designed with intention, shaped by the art and objects within it:
A welcoming Entry Corner, setting the tone for curiosity and connection
A Living Room centered around a sculptural fireplace, designed for conversation and pause
A dynamic Dining Area, where works sold and rotated mid-show
A playful Party Corner and discreet Red-Hot Exit, embracing the theatrical
An Upstairs Loft with a tranquil Zen Zone and a focused Executive Desk, overlooking the full space
Collaborators & Brand Partners
The experience came to life through visionary partnerships with:
Farrow & Ball, Rug & Kilim, HearthCabinet, Trueform, Great Jones Distillery, and VESTA—who later dedicated a curated product collection to the space. “Susann Eva Goerg x Vesta” remains available online.
“The comfiest art gallery I’ve ever seen.”
– Courtney L.
Cultural Programming Highlights
Over six weeks, The_Ap_art_ment™ became a gathering space for art, conversation, and creative collaboration.
Programming included:
A fireside chat on opening night inviting everyone in
A Women of Culture brunch + Artist Q&A
Yoga in the Zen Zone
A Color with Confidence workshop with Farrow & Ball
A design industry gathering hosted by HearthCabinet and Trueform
What It Proved
This was more than a curated space—it was a lived experience.
The_Ap_art_ment™ demonstrated how intentional design can shift perception, spark dialogue, and redefine the role of art in daily life.
It broke the barriers what one has come to expect from entering a gallery and experiencing art in real-life context – an immersive concept that’s inviting and inspiring everyone to join in and create artful living at home.
And confirmed what collectors, curators, and collaborators are increasingly drawn to: spaces that are emotionally intelligent, art-forward, and viscerally memorable.
“Can we stay overnight?” – Patrick B.
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.