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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.

Designed by Laurent Deroo
Images © A.P.C.


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