APC x Persona

What if A.P.C. collaborated with Estudio Persona?

It’s time for furniture brands to take more inspiration from contemporary luxury brands like Aimé Leon Dore or A.P.C., which manage to combine expressive elements from streetwear, such as graphics and embroidery, in a more dressed-up and elegant way.

Apart from a few Vitra icons, few furniture pieces feel linked to a strong brand narrative. Furniture brands are missing out on the opportunity to build a characterful identity that people want to be part of.

Home accessory brands like Alessi, with their collaboration with C.P. Company, are already making moves in the right direction by connecting fashion, strong brand identity, and typically unbranded products that are made to blend in. Still, it’s not the best example, since Alessi is one of the few home accessory brands that actually manages to have a desirable identity.

A.P.C. already pushes limits by boldly placing its logo on leather bags, so I thought they were a natural fit for this exploration. I’ve also been a fan of California-based furniture brand Estudio Persona for a while now, and think their pieces carry a lot of identity while remaining minimal enough for A.P.C.’s logo to stand out.

I have to admit, prominently placing a logo in the middle of anything rarely suits my personal taste, but in this case I felt it was visually fitting and, more importantly, helped make the point.

In this studio project, we created a full campaign, introducing each piece and material, showcasing every detail, teasing the collaboration, and elevating the assets we created with creative editing.