After two years building his success exclusively online, this month, Axel Arigato opens its first bricks and mortar store in London’s Soho. Smartly positioned, between luxury and accessibility, the Swedish footwear brand as getting bigger and bigger everyday, reaching all they success in two years.
IMAGE SOURCE: WALLPAPER
Albin Johansson, the CEO of the company, unveils that sell only online and marketing through social media, was their strategy to enter in the maket, “but having our own flagship store has always been on our minds and I’m really excited to now offer a brand new platform where we can express our identity in a different setting and perspective, while staying true to the same philosophy”, say Johansson.
IMAGE SOURCE: WALLPAPER
The architect Christian Halleröd was the chosen by Max Svärdh (creative director), to transform all the virtual experience into a physical one. The architect have in his portfolio the interiors for fellow Scandinavian brands such as Acne, Byredo and Frame.
IMAGE SOURCE: WALLPAPER
IMAGE SOURCE: WALLPAPER
The stores is located on a street corner, with two frontages with 4m high windows. Unfinished concrete pillars, mirrors and a black gridded ceiling framed by perfect lines of pure LED light add to the sharp-edged effect. In the centre of the space, laid out on 450kg slabs of rough-cut white terrazzo stone, the full range of men’s and women’s shoes, accessories and clothing, as well as a selection of rare Japanese books, magazines and objects, are showcased like works of art in a gallery.
IMAGE SOURCE: WALLPAPER
“We needed a minimalist palette because the products we offer are so diverse and individualised,” explains the creative director. “Instead we started looking for different surfaces that could add depth to that tonality. I also wanted to allow flexibility for upcoming projects and collaborations. Axel Arigato is a young brand that is constantly evolving. For us it only made sense to create a space that could evolve as well.”
Source: Wallpaper
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