“Since its founding in 2012, APPARATUS has exploded. The brand has two dedicated showrooms in the U.S., with another forthcoming in London; more than 30 stockists internationally; and more than 100 employees. The company is that rare beast: both a financial and an artistic success story. It’s a result, says Gabriel Hendifar, of a design vision based around emotional resonance more than any one aesthetic.”
In an episode from early October 2022, Business of Home podcast host and NY School of Interior Design Dennis Scully interviewed APPARATUS founder and Artistic Director Gabriel Hendifar to understand the nexus of the brand’s creativity – its past, its present, and its future. Whether knowingly or unknowingly, Scully and Hendifar take the listener through a five part play, revealing glimpses into the brand’s hero journey. As the audience, we know the magic is partly in awaiting the collections – also known as ACTS – that APPARATUS launches with baited breadth, knowing the curtain is about to lift upon the most enveloping story that unfolds through various channels.
“What good is the set if you don’t actually have the play to watch? Those moments of communal joy and celebration and seduction and excitement and intrigue—that’s the whole point,” Hendifar shares.