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Axel Arigato Lands in London

SEEN is always keen on top design stores, and gladly welcomes an exciting addition to the London scene: Swedish fashion brand Axel Arigato, making a strong style statement with the of architect Christian Hallerod, behind Byredo, Frame stores and consultant for Acne Studios.

SEEN is always keen on top design stores, and gladly welcomes an exciting addition to the London scene: Swedish fashion brand Axel Arigato, Making a strong style statement with the of architect Christian Hallerod, behind Byredo, Frame stores and consultant for Acne Studios.

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Located on 19-23 Broadwick Street in Soho, the new flagship store of this contemporary fashion brand (injected with counter-cultural references), is part of the their new global expansion. Axel Arigato is always hip, aiming to individualise each piece by releasing one new style every week on their website. In fact, they entered the market only selling online, and marketing through social media. Now, with the opening of their London flagship store, they offer a new retail platform to express the brand’s identity.

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“Having the right shop in the right location was key for us. It was a great opportunity to present Axel Arigato the way we want it to be presented, ” explained CEO, Albin Johansson. The four-metre tall window store and location in vibrant Soho, is the perfect showcase for Axel Arigato’s philosophy. The design concept of the store is the result of a collaboration between Creative Director Max Svardh, and renowned Swedish architect Christian Halleröd, and adheres to Axel Arigato’s minimalist aesthetic. The design uses concrete, metal and mirrors to offer a white colour scheme throughout, complementing the brand’s generally muted visual identity. Its intentionally clean and sharp finish allows the products to stand out in the space.

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As you enter the store, it’s like you’re walking into a gallery, rather than a retail space. That feeling is intentional: Max Svardh used several 450-kg white-coloured tables – carved from a boulder of terrazzo stone – each with different architectural characteristics, and placed them in the centre of the store to give that feeling.

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The Axel Arigato store in Soho offers 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. It will also serve as a curated gallery with carefully selected brands, items and events. Even the interior of the store can be purchased; did you like the chair designed by Christian Halleröd? It’s yours to buy…

axelarigato.com

Axel Arigato
19-23 Broadwick St
Soho
London W1F

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