Parisian brand A.P.C. is opening its second Swedish store within a year of its first in the heart of Sofo, Stockholm’s trendy  southern district. Just like the first store, which opened this spring, A.P.C. plays on the similarities between the Parisian  brand’s creative universe and the characteristics of Scandinavian design. 
“My father represented, in Tunisia, the Erenberg patent leather tannery near Malmö, and I sometimes accompanied  him as a child. These trips helped me to develop a certain aesthetic, one of rigor and roundness. A sense of beauty  that underlies the A.P.C. style. I’ve even been asked if A.P.C. is a Scandinavian brand! For me, the presence of  these two stores in Stockholm is an obvious choice.” says Jean Touitou, founder of A.P.C.
Together with his wife Judith Touitou, Jean and A.P.C. have embodied the lack of extravagance and excess that has char acterised A.P.C. clothing since the company was founded in 1987. The chic, easy-to-wear clothes – in timeless styles and  made from high-quality materials – focus on the essentials for men and women.
Laurent Deroo Architecte, who has been working with A.P.C. for more than 15 years and has designed more than  50 stores worldwide, has created a series of spaces for the new Sofo store, creating a dialogue between two display units  in a bright, high-ceilinged room. In the Nytorget store, solid Douglas pine and okoumé plywood furniture decorated with  coloured resin panels showcase men’s and women’s accessories, while a metal structure suspended from the ceiling with  honeycomb panels supports hanging pieces. A distinctive central stone table with contrasting veining and a warm niche
like space with okoumé plywood panels for the lifestyle area and fitting room add to the store’s unique aesthetic. This spring, A.P.C. opened its first Swedish boutique on Jakobsbergsgatan in the heart of Stockholm, in a recently  renovated historic pink granite building. The high ceilings, reinforced by vertical steel columns, place the A.P.C. men’s  and women’s collections at the center of the project, designed by Laurent Deroo Architecte, thanks to a hanging device  reminiscent of the structure on which the spotlights hang at concerts. In the background, a low wooden unit for displaying  accessories provides a warm backdrop.
A.P.C. Södermalm www.apcstore.com A.P.C. Östermalm, 

Nytorgsgatan 38,  116 40 Stockholm
Jakobsbergsgatan 6,  111 44 Stockholm

ABOUT A.P.C.
A.P.C. was founded by Jean Touitou in 1987. The French clothing brand is renowned worldwide for the creativity, authen ticity and durability of its products. The initials A.P.C. stand for “Atelier de Production et de Création” (Production and  Creation Workshop), as the brand considers these two fashion fundamentals to be equally important. Jean Touitou works  with his wife, Judith Touitou, the artistic director of A.P.C.