Good things, it seems, come in twos. At least such is the case with understated French clothing brand A.P.C, which just opened the doors to its second London store in less than two years. Launching to even less fanfare than that which greeted its Dover Street boutique in the summer of 2009, the small, one-floor men’s and women’s store is tucked away on Redchurch Street, just off Shoreditch High Street in the heart of east London.
It has once again been designed by long-time A.P.C collaborator, French architect Laurent Deroo, who designed the Dover Street store, in addition to many other A.P.C spaces from Paris, to Berlin, to Hong Kong.
Deroo has embarked on his ventures for the brand with the intention of giving each individual retail space its own unique feel, sharing only the minimalist aesthetic that defines A.P.C in itself.
While the Mayfair store is all chandeliers and immaculate lacquered wood and glass fittings, for the East End, Deroo has gone back to basics, with raw, untreated wood fittings, exposed pipe work and minimal decoration.
Even the shop’s exterior is unmarked, leading to suspicions – which the staff are quick to quell – that this is another in a series of fleeting pop-ups that have appeared and vanished from Redchurch Street recently.
Whatever the length of time, the new A.P.C London store is open, housing its new Spring/Summer 2011 collection. Get it while it’s hot.
A.P.C Redchurch Street, London E2, www.apc.fr
Words by Gordon McGowan