Who is Studio's target customer? "Young, 28- to 40-year-olds. People living in the Mid-Levels, SoHo, NoHo, PoHo and Lan Kwai Fong. People who are here for a slightly longer time than those in serviced apartments and who don't want to live with rented furniture. City dwellers who want something that fits better with their lifestyle, size of apartment and wallet." What size apartment are we talking about here? "Five hundred to 1,000 square feet." Have you not catered to this market before? "We have but the smaller pieces were lost within the enormous space and high ceilings of Horizon Plaza [which houses Tequila Kola's flagship store]. It just didn't work. I think a lot of people are intimidated by the size. Even large sofas tend to look small there. Elgin Street has a more comfortable look and feel. It's more boutique-y and it is a neighbourhood shop in a real neighbourhood. Smaller-home dwellers can see more clearly how our furniture will look in their homes." How is the furniture different to that in Horizon Plaza? "We have a fresher look with less expensive fabrics and the furniture is scaled down to fit a smaller space. It's younger and there's more colour. It spotlights city living as opposed to the big showroom in Ap Lei Chau, which is more for The Peak or Shouson Hill. This is inner city. A bit grungy and edgier." Tell us about some of the items you are stocking. "We are moving in the direction [of] smaller pieces with a thinner silhouette that allow more flexibility. [We have a set of tables that can be grouped] together as a bigger coffee table [or used individually] as end tables, seats or bedside tables." Do you have any ideas for further shops? "Definitely. We're planning to open more small shops with the furniture reflecting the style of the [surrounding] neighbourhood. We are looking all over Hong Kong Island, Tsim Sha Tsui and the New Territories - if we find something the right size and location, we'll take it. So watch these smaller spaces!" Anji Connell Studio is at 34 Elgin Street, Central, tel: 2520 1611.