We illuminate hidden business opportunity.

We craft compelling brands and products.

We create immersive experiences.

We collaborate with companies big & small.

 

The Apt draws upon 20+ years of experience, an exceptional culture & arts knowledge base, and a wide network of distinguished talent for each one of its projects. By design, the principals are engaged directly with each client, ensuring personal attention and thorough collaboration, as they aim to identify the apt -perfectly suitable - solution for each undertaking.

We work with start-ups, local businesses, and corporations around the world. The latter have included American Express, Intel, BMW/Mini Cooper, Levi’s, Infiniti/Nissan, The Gap, Google and YouTube, among many others. The resulting brands, products, spaces and events have been covered in hundreds of magazines, websites and books.

Founded in 2000 by Gina Alvarez and Stefan Boublil, The Apt was originally The Apartment, New York City’s first concept design store. The Soho duplex offered an all-encompassing retail experience that delighted customers with its carefully curated selection of goods - from Japanese toothpaste in the bathroom, coveted fashion in the closet, and hand-crafted tables in the living room to the food in the fridge.

If you have questions about us or it looks like we might be able to help you with a project, please reach out at info@theapt.com.

 

Our mission is to help clients create meaningful experiences for their customers.

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Principals

  • Gina Alvarez

    A multilingual/multicultural strategic marketing and design professional with over 25 years experience, Gina has been at the helm of The Apt since co-founding the consultancy and its older sibling, the pioneering NYC retail concept store The Apartment, in 2000. She possesses a rare mix of creative and analytical skills, and has brought her global perspective and meaning-driven solutions to a wide array of clients. She shines brightest when there is a puzzle to figure out - when there’s complicated data to understand and synthesize into something beautiful.

    In her community, she serves on the Buckingham Friends School’s Strategy Committee, and the Kin Wellness & Support Center Advisory Board, and is a co-founder of Cuba Is Real, an advocacy group dedicated to democratic change on the island. Gina is a graduate of the Wharton School at the University of Pennsylvania, presently lives in the middle of a field in rural PA - conveniently located between New York City and Philadelphia - with her husband and two children. An avid hiker and traveler, she’s explored 40 countries on 6 continents and can’t wait for the next adventure.

  • Stefan Boublil

    French, cheese-a-holic and NYU Film grad, Stefan has traveled the globe over the past 20 years, lucky to meet and work with exceptional people from the fields of design, film, music, theater, marketing and fashion. He’s assembled, directed and learned from these grand orchestras, striving to become a more capable, knowledgeable, competent, and most importantly, joyful conductor. Stefan co-founded pioneering NYC retail concept store The Apartment in 2000, which evolved into The Apt. As Chief Creative Officer of the consultancy, he has realized scores of architectural, branding and experiential projects for a diverse array of clients.

    He is the author of The Considered Life, a book of philosophical guidance imagined as anti-dogma, which encourages us to get off our butts, help ourselves and dig into our layers to explore who we really are. Stefan was also a featured artist on the Apple Music R&B page for his EP, The Pressure. And his made-from-scratch tomato sauce is incredible. He presently lives in the middle of a field in rural PA - conveniently located between New York City and Philadelphia - with his wife and two children.