The sprawling metropolitan are of London isn’t exactly shy of A.P.C. stores and depositories, but the Paris-based fashion brand sees room for growth and has just inaugurated an eighth standalone store there. Situated in the tony neighbourhood of Chelsea, the store occupies a unit of approx. 100 sqm. (1,076 sq.ft.) on the ground floor of a newly built low-rise structure which forms part of a massive redevelopment plan. Formerly a sizeable car parking site, the area is now a modern public square featuring a slew of shops by leading brands, such as Taschen, Aesop and dermalogica, transforming the neighbourhood into an alluring shopping destination. For the interior design, A.P.C. once again tapped French architect Laurent Deroo to create a fitting interior design. Spread over two levels, shoppers find a light-filled ground floor, thanks to the floor-to-ceiling glass façade.
A scaffolding-like clothing display area with a black and white, striped canopy – how very Daniel Buren chic – lines one side of the store, while opposite matching tiered shelving can be found. The aformentioned canopy expands in the middle of the store, accommodating a glass-encased stairwell, entirely clad in lacquered timber. A display clad in stone red fabric takes centre stage, and ties in with a bench in the back of the store. Here, a back wall clad in large mirror panels optically enlarges the store, while also reflecting the light that floods in. Below, an intimate space unfolds, framed by a ceiling clad in timber, and similar to the ground floor, whitewashed walls and concrete flooring. Shelving and display units are situated on both sides of the timber-clad staircase. The new A.P.C. store carries women’s and men’s apparel, accessories, bags and shoes. © superfuture
A.P.C.
10 Duke of York Square (Chelsea)
London SW3 4LY
Telephone +44 20 77925123
Mon-Sat 11am-7pm
Sun 12pm-6pm
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