A.P.C. is launching a general store within their New York City Mercer Street location, titled Magasin Général. The shop-in-shop celebrates it’s once French take on the general store. Before concept stores became popular in fashion, founder of the label, Jean Touitou, had the idea to sell unexpected items alongside his A.P.C. collections, thus creating Magasin Général.
Existing under the A.P.C. umbrella, the French general store lasted from 1996 – 2007 (in Paris’ 6th arrondissement). To help celebrate the fashion label’s 30th anniversary this year and the release of their new book Transmission, A.P.C. will pay homage to the innovative concept shop by recreating it within their Mercer Street retail space.
The store will sell a number of items, ranging from vintage products that were include in the original Magasin Général, to brand new pieces with Jean Touitou’s creative approval. Items include Montessori toys, Pilot pens and Aalto vases amongst others. There are a few exclusive items that will be imported to the shop making them rather difficult to find anywhere else in the U.S. With this being the case, the store will be taking phone orders as well to avoid the extreme local aspect of the project.
The corner store will run from November 9 through December 6 at 131 Mercer Street, New York.
For more on A.P.C., check out Jean Touitou speak on the beginnings and core values of the brand here.