As APOC approaches its five-year anniversary, the boundary-pushing digital platform is making its first bold leap into the physical world – with a new permanent store in London, newly opened on 17th July.
Situated at Unit 41, Regent Studios in the heart of London Fields, APOC London is more than just a retail outlet. Conceived as a hybrid between an apartment and an art gallery, the 175m² space will house a tightly curated selection of 80 emerging designers and artists, alongside rotating installations of furniture, homeware, and objects – all available to try, experience, and buy.
The decision to open a flagship in London is deeply personal for co-founders Ying Suen and Jules Volleberg. “London is where it all began and where Jules and I met, so it only felt right for our first store to be here,” Suen shares. “It’s where our roots will always be, and for me and I’m sure others, it’s where we started to experiment more with fashion. You can always tell when someone has lived in London by the way they dress, and my theory is that it takes about 2 years of being here for that influence to take hold if you aren’t native.”
The store serves as a tangible manifestation of APOC’s mission: to redefine retail by giving creative control back to designers. Since launching in 2020, APOC has functioned as a digital marketplace where independent brands set their own terms, offering everything from made-to-order clothing to collectible design objects.
[London is] where our roots will always be, and for me (and I’m sure for others) it’s where we started to experiment more with fashion. You can always tell when someone has lived in London by the way they dress, and it takes about two years of being here for that influence to take hold if you aren’t native.
Now, with its first bricks-and-mortar presence in the UK, Suen and Volleberg are shifting their focus toward community and locality. “We’ll be turning five soon, and over these years, we have managed to create something global online, but now we want to invest in the local,” Suen explains. “Starting with London, and then moving on to other cities.”
Much like the brand’s online ethos – unconventional, inclusive, and experimental – the store is designed to evolve. It will host brand takeovers and creative collaborations throughout the year, transforming into a dynamic space for ongoing experimentation.
Design-wise, the space is filled with objects meant to be both admired and lived with. “We love the selection of antique furniture by MYA Kin; the perfume cabinet is a standout,” says Volleberg. “We also have these large swan paintings by Eloise Knight behind the till which frame the space beautifully and also this incredible standing light by Tino Seubert. Every time people enter the fitting room we always hear ‘wow’ after seeing Tino’s light.”
When asked to define London’s design spirit in three words, Suen doesn’t hesitate: “progressive, curious, bold.” Those same words might just as easily describe APOC itself – and certainly the store’s lineup. Suen’s personal favorite? “The one item would be the Greco Centipede bag! Constructed out of 88 hand-cut horse culatta centipede pieces and hundreds of rivets and silver staples hammered by hand. I’m obsessed with the detail and the quality of craftsmanship!”
Beyond the aesthetics, Suen emphasises the importance of a tactile experience in an increasingly digital world. “Especially with emerging designers, it’s important as it’s impossible to capture their work’s often complex, handmade, or unconventional nature. Being able to touch and try on the pieces makes a world of difference.”
With its first permanent location, APOC is reaffirming its role not just as a marketplace, but as a movement – a living platform where the next generation of fashion and design talent can thrive, not only online but IRL.
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