A.P.C. and Sho Shibuya

We didn’t design this but wish we did! Apart from the conceptual rationale it takes courage to obscure your brand identity to the point of almost non-recognition. Which just makes it even cooler!

“A.P.C. invites artist Sho Shibuya to take over shop windows from November 3rd to November 23rd. Drops of paint hide the A.P.C. logo in different colors for the seven days of the week. The artwork expands on the idea of sequence, process and cycles by giving every day its own shade. This concept is based on the Japanese Kanji characters for each individual day, correlating to the color represented by this character. For example, Monday is the moon, represented by light yellow. Tuesday is fire, represented by red, and so on.”