{"id":29452,"date":"2016-11-14T17:51:39","date_gmt":"2016-11-14T17:51:39","guid":{"rendered":"https:\/\/www.delightfull.eu\/blog\/?p=29452"},"modified":"2016-11-14T17:55:33","modified_gmt":"2016-11-14T17:55:33","slug":"axel-arigato-breezes-londons-soho","status":"publish","type":"post","link":"https:\/\/www.delightfull.eu\/blog\/2016\/11\/14\/axel-arigato-breezes-londons-soho\/","title":{"rendered":"Axel Arigato breezes into London\u2019s Soho"},"content":{"rendered":"\n

After two years building his success exclusively online, this month, Axel Arigato<\/em> <\/strong>opens its first\u00a0bricks and mortar store in London\u2019s Soho. Smartly\u00a0positioned, between\u00a0luxury and accessibility, the Swedish footwear brand as getting bigger and bigger everyday, reaching all they success in two years.<\/p>\n

\"Axel<\/p>\n

IMAGE SOURCE: WALLPAPER<\/p>\n

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,\u00a0\u201cbut having our own flagship store has always been on our minds and I\u2019m 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\u201d, say Johansson.<\/p>\n

\"equip<\/p>\n

\"Axel<\/p>\n

IMAGE SOURCE: WALLPAPER<\/p>\n

The architect Christian Haller\u00f6d was the chosen by Max\u00a0Sv\u00e4rdh (creative director), to transform all the virtual experience into a physical one. The architect have in his portfolio the interiors for fellow\u00a0Scandinavian brands such as Acne, Byredo and Frame.<\/p>\n

\"Axel<\/p>\n

IMAGE SOURCE: WALLPAPER<\/p>\n

\"Axel<\/p>\n

IMAGE SOURCE: WALLPAPER<\/p>\n

The stores is located on a street corner, with two frontages with 4m high windows.\u00a0Unfinished 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\u2019s and women\u2019s 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.<\/p>\n

\"Axel<\/p>\n

IMAGE SOURCE: WALLPAPER<\/p>\n

\u201cWe needed a minimalist palette because the products we offer are so diverse and individualised,\u201d explains the creative director. \u201cInstead 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.\u201d<\/p>\n

Source:<\/strong> Wallpaper<\/a><\/p>\n

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