Axel Arigato by Halleroed
After launching its first store in 2016 Axel Arigato has expanded its presence with 4 standalone spaces. The Swedish fashion brand continues to challenge the norms of taking online offline and expanding its physical presence in key cities and is now preparing to open the doors to its first flagship store in Paris.
Situated in the heart of le Marais, at 86 rue Vieille du Temple, the new store opens its doors on June the 8th. The Marais is an authentic Paris neighborhood where many French traditions remain intact with its cultural dynamism and its many vibrant neighborhoods that are lively both day and night.
As a digitally native business, the Axel Arigato stores disrupt the typical retail model and are designed to forge real connections with customers, inviting them into a unique experience of the world of Axel Arigato. In collaboration with architectural studio Halleroed, Co-founder and Creative Director Max Svärdh presents the newest retail design codes for the Paris Store.
The store aesthetic is a modern interpretation captured by the contrast of different
materials and colours. A monochromatic and bright colour palette blends brutalism with minimalism as the sleek interiors juxtapose the heavy use of concrete.
The interior is curated to play with forms and shapes with light-yellow travertine stone with different surfaces such as honed, bush-hammered, and raw sides as the main feature. The space consists of two rooms with a raw concrete backdrop throughout the store divided by a freestanding travertine wall, an abstraction of the classical architectural elements of a column and beam. The punctured grid ceiling with hidden lighting is visually connected by the largely monochromatic palette featured in the warm grey raw concrete walls and floors.
Sculpturally designed podiums, also made in travertine just as the shelves and the dressing room custom chairs, are placed rhythmically in the center of the space to form a grandiose entrance creating a gallery-like surrounding. The non-existence of a sales counter is a feature in all of the Axel Arigato modern hybrids of the classic brick and mortar. The travertine podiums are emphasized by the mirror component of the stainless steel rails creating a contrast between the materials.
The mirror feature extends out into the store’s rear backyard where the mirror surface surrounded by small stones reflects the surrounding. An oasis for the staff.
To enhance and create an immersive customer experience a big freestanding LED screen is used for displaying creative content adding to the forever-changing vision of co-founder Max Svärdh.
The new Axel Arigato store stocks the brand’s full range of men’s and women’s footwear, apparel items, accessories, in addition to a curated selection of objects.