Axel Arigato opened its first Berlin store, co-designed with architecture studio Halleroed. The flagship emerged from a former hospitality space, transformed as a point of customer connection. A monolithic product display, podium, bench, and flooring are all made of Roman travertine, which was utilised throughout the space.
“Our stores should be way more than just transaction points,” Max Svärdh, the brand’s creative director told FRAME. “We don’t have a McDonald’s approach where each store looks the same. We treat them as contemporary galleries, and focus less on the transactional element, whilst staying true to our blueprint that keeps coming back in new shapes and materials.” they added.
There are different finishes on each stone display, creating the appearance of a gallery. Scandinavian roots are also reflected in the brand’s clean minimalist aesthetic. Users are encouraged to roam the space like they would in a museum, thanks to the large, rounded columns and the varied display landscape.
A rotating LED screen projects content whilst the floor-to-ceiling mirror contributes to making the space look more spacious. The brand chose a location on a busy street corner in the popular neighbourhood of Mitte, and is planning to create in-store community events regularly.
The brand opened a store in Munich last year, following a similar aesthetic point of view and strategy.
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