Inside the Hybrid Storefront Taking the Guesswork Out of Spec Work

Easy home upgrades are having a moment. With homeowners and renters alike bouncing between social media and streaming, inspiration—and motivation—abounds. But making those interior dreams a reality is easier said than done. Just ask Colin Stief and Sarah Zames, who’ve helmed the Brooklyn design studio General Assembly for the past decade. Known for their holistic approach to design, the duo can handle everything from interior architecture to furniture and finishes.

Their new brick-and-mortar venture, Assembly Line, breaks this process down into its component parts. “We recognize that people often want to improve their homes in a more targeted way,” says Zames. “And so often we don’t feel comfortable making significant changes that are, in reality, feasible.” The idea is to be a one-stop shop for interior design, where daunting projects are transformed into doable ones, whether you’re on the hunt for new lighting, looking to retile your bathroom, or simply seeking a trusted second opinion. (Stief and Zames are available for consultations by appointment.)

A stone’s throw from Brooklyn design destinations like the new Roman and Williams–designed Ace Hotel and the local Farrow & Ball showroom, Assembly Line is laid out like one of the firm’s own projects and stocked with a shoppable mix of furniture, lighting, and accessories from General Assembly sources including In Common With, Vonnegut/Kraft, Fort Standard, Armadillo, and Atelier de Troupe, among others. Industry professionals and design enthusiasts alike can also peruse material samples and swatches from the likes of Clé tile and Calico Wallpaper and place orders directly through the store.

The idea is to take some of the guesswork out of the process,” explains Stief. “You can pick any element from any part of the space, and all of it will go together.”

Stief and Zames have effectively—to crib some tech lingo—narrowed the discovery funnel. By catering to a limited audience with a specific point of view (people in Brooklyn whose Instagram saves look like General Assembly’s grid), Assembly Line can be a space to unpack some of those ideas and find out how they can be applied IRL. “Providing a place to touch and feel in person and to have ownership over these choices—why not? This stuff is hard,” says Zames. “And it keeps the craftspeople and the designers as part of the conversation.”

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That focus on craft and execution is another key point of differentiation for Assembly Line. A handful of startups have entered the home design space over the last decade, aiming to prettify interiors at scale, whether you’re customizing a sofa at Interior Define or working with an interior designer remotely via Havenly. Assembly Line instead aims to prove that great design doesn’t need scale to conquer the world. And that maybe it doesn’t need to conquer the world at all. Maybe it just needs people who care, with great taste, right in your own backyard.

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