Manhattan Apartment

About this project

This three-bedroom luxury apartment on Madison Avenue in New York City serves as a second home and creative backdrop for CEO Ginny Seymour and her fashion brand, ALIGNE. We were tasked with creating a sophisticated space that feels like a home from home for her and her London-based family, while also functioning as a hub for the brand. Ginny’s vision was to bring the essence of East London to the Upper East Side—infusing the apartment with ALIGNE’s signature blue and creating a space to educate the team, build community, strengthen the brand’s presence in NYC, and support the brand’s key moments such as Fashion Week. We collaborated with Colours of Arley to incorporate subtle references to the brand throughout the space, including a velvet sofa reupholstered in a striking blue from their “Split” fabric range. In keeping with ALIGNE’s sporty aesthetic, we framed a check print on vintage mid-century dining chairs, with blue piping as a nod to the brand’s identity. This space also creates a focal point for her husband Mark’s cherished record collection wall. In the bedroom, a deep brown signature stripe natural linen from Colours of Arley is paired with “Tobacco” on the walls from Beata Heuman’s Mylands paint collection, creating a cocooning tester bed. Brooklyn-based artist Alley Bell was commissioned to hand-paint zodiac motifs across the primary bathroom walls, adding a personal and artistic layer. Additional pieces sourced from both London and the United States—such as the RH marble dining table, a natural sisal Nordic Knots rug, and accents of burl—introduce texture and nuance, creating a layered interior that feels elegant, timeless, and considered.

Photography by Claire Esparros