At long last, A.P.C. has entered Milan‘s highly competitive retail arena with a standalone boutique all its own. Situated in the city’s leafy Brera district, it occupies an elongated 108 sqm. (1,163 sq.ft.) unit on the ground floor of a four-storey residential building on Via Ponte Vetero. The store’s interior design, created by Jean and Judith Touitou, the brand’s founder and his wife, in collaboration with Paris-based architect and longtime collaborator Laurent Deroo, also comes with an entirely revamped façade which signals the clean and understated interior settings from afar. After passing the door marked by a striking triangular cut-out, shoppers find themselves in the voluminous front section furnished with a floor-to-ceiling shelving unit with built-in cabinets and lighting crafted from light timber and paired with a matching display attached to a small counter. The monochrome backdrop of soft grey walls and concrete flooring extends across the premises, optically enlarging the corridor which extends all the way to the back of the A.P.C. store. It’s flanked on both sides with similar, intricately constructed wooden shelving units adorned with panels, some tilted, at the very top. Towards the end, opposite the fitting rooms, a seating area has been installed. The new A.P.C. store carries the brand’s full range of men’s and women’s apparel, accessories, small leather goods, shoes, jewellery pieces and lifestyle products.
A.P.C.
Via Ponte Vetero 13 (Brera)
20121 Milan
Telephone: +39 02 89093736
Mon-Sat 10.30am-7pm
Sun 12pm-6pm
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
