A.P.C. is an international fashion brand renown for simple, well-made garments intended for everyday use. Their designs strive to be strong, yet unassuming and fresh from season to season. To this end, we teamed with French design architects Laurent Deroo Architecte to re-imagine their landmark flagship shop in the heart of Soho. The first floor is separated into an open plan sales area at the front and a private showroom at the back featuring clothing for the upcoming season. The sales area's extensive custom millwork is all fabricated from unfinished white oak lumbercore. Three full-height towers, deep storefront cabinetry and an oversized cash wrap provide unique display opportunities. Prefabricated galvanized aluminum pipes form hanging racks and act as a spine running through the store's center. A custom fabric fin ceiling system functions as dramatic rhythmic element. The sales area-showroom partition is formed by a painted steel structure and a mosaic of frosted, patterned and mirrored glass. A new custom stair transforms into a storage and seating area for wholesaler meeting space. Construction was divided into two phases split several months apart to allow the greatest continuous operation and profitability during the busiest store hours.