London - March 25, 2009

It’s What’s Inside That Counts

Apartment C Lingerie Shop Opens

A failed attempt to join the Mile High Club left you with a bruised backside and an inability to look an air hostess in the eye.

Despite your vow to become the-comfort-of-your-own-home type, you’ll want to venture out for Apartment C — the new concept lingerie shop opening tomorrow.

The decadent space (black walls, vintage chandeliers, art deco and 1960s furniture) is divided in two: find exclusive lingerie labels, including The Lake & Stars and Wundervoll, as well as Parisian perfumes and body oils in The Lounge; while The Library offers trashy vintage novels, costume jewellery or a G&T in a teacup.

There are also large changing rooms where you can try on potential purchases or get fitted by an expert.

Behind closed doors, of course.

Apartment C, 70 Marylebone High Street, W1U 5JL (020 7935 1854 or apartment-c.com).