I wanted to make a subtle and streamlined black and white themed build with top of the line components at the time, AIO cooling only.
The EVGA Hybrid FTW3 card matched the theme perfectly, subtle black with LED highlights, although I really wanted to get the Kingpin edition card as it was faster, but it simply did not match the build theme. However, the new RTX 2080 Ti Kingpin card is rumored to be an AIO, which I may upgrade to in the future, if its looks matches the build.
I simply wanted the build to be subtle, stylish and simple looking, while having 'hidden' high-end components. The CPU is an 8700K from Silicon Lottery and does 5.3 GHz @ 1.435v stable. Storage-wise its main drives are 2 x 2 TB 970 EVOs, as well as 16 GBs of 4600 MHz G.Skill DDR4 ram. I loved how the Apex X puts all those 3 components next to each other beautifully in a simple and subtle way.
Cooling-wise I just needed a sleek looking 360mm AIO cooler, which NZXT's Kraken just does beautifully, and I decided to go with Corsair's LL120 fans everywhere, as they are simply gorgous for lighting effects as well. Then to finish the subtle and sleek style of the build I went with CableMod's ModMesh cable kit in carbon, and I think it fit perfectly.
Combine the whole PC with a huge desk, giant deskpad from Corepad, "bezel-less" 240 Hz monitor and matching peripherals and I was pretty much done!