london: axel arigato store opening

© axel arigato

spawned from the creative minds of max svärdh and albin johansson, two young gothenburg-based entrepreneurs, sneaker brand axel arigato was founded two years ago with the aim to provide the discerning demographic with a product range that pair style with high quality and affordability. mind you, before the duo set up the brand, they rightfully sensed a need in the market, and built a name for themselves by forgoing traditional channels and engaging with customers directly. never looking back, axel arigato is now on top of its game, releasing one new style every week on their website.

the company's relentless ambition hasn't wavered, and in fact, gained new momentum with the opening of its first flagship store in the planet's most dynamic retail market: london. having secured a premium location in soho, arguably the most coveted neighbourhood in town for trend-conscious brands, axel arigato remained true to its roots, and the exceptional talent of stockholm-based architect christian halleröd, to collaborate on a matching interior design. the aesthetic is intentionally sleek and understated – which as it happens, is a hallmark of halleröd's many concoctions – to allow its diverse range of designs to pop.

rows of large black-framed windows define the façade, allowing generous peeks of an understated palette that includes concrete, metal and mirrors. the retail space is sparsely furnished, featuring only a few chunky white-coloured tables, all carved from a boulder of terrazzo stone and each with different architectural characteristics. the new axel arigato store  carries the brand's full range of men's and women's shoes, accessories, and apparel items, in addition to a selection of rare japanes books, magazines and objects. it also serves as a curated gallery with carefully selected brands, items and events. from november the store stocks apparel items by matthew miller and göran kling's jewellery pieces. location: 19-23 berwick street [soho].

© axel arigato