Axel Arigato Opened Its First Line Store In London.

Sweden

brand

Opened the first line shop in London.

The shoes are displayed on an irregular table made of natural terrazzo weighing 450 kg / kg. The whole space is decorated with concrete, metal and mirrors. The vertical space, soft light and white plucent background are used to create clean spatial texture.

It's like walking into a minimalist art exhibition of shoes.

Designer Christian Haller o d was a company of Acne Studios, Byredo and Frame Denim, and so on.

Shops are famous for their minimalist aesthetics in the retail industry.

Christian Haller d d originally designed furniture for retail stores, and soon it was not satisfied with furniture to fill the retail space, and began to design the overall space.

Influenced by the Japanese minimalist aesthetics, his design pays great attention to the pursuit of details and materials.

He likes to use natural and plain materials to show the space of the product itself.

This fits perfectly with Axel Arigato's "product oriented, material oriented use" features.

Axel Arigato was founded by Swedish entrepreneur Max Sv and RDH and Albin Johansson in 2014, and soon quickly gathered many fans on the social network.

In 3 days, 14 countries were sold, and the figure reached 100 in one year.

In the sample sales activities under the recent line, the queue up to 150 meters, the consumers stood for 5 hours in the rain for a pair of shoes.

Such a grand occasion is basically through social networking and word of mouth marketing.

There will be a lot of comments and inquiries from different languages on the new photos on Ins.

As "growth" in the rapidly changing social media environment, "fast" is also one of the biggest characteristics of Axel Arigato.

They maintain a new design every week (called "drop of the week"), a classic shoe type, with different colors and materials, adding details to the sole and upper, so that many new products can be derived.

In this way, the production and delivery cycles are shortened to quickly and effectively achieve consumer demand for classics and freshness.

In other words, minimalist design provides maximum convenience and functionality to Axel Arigato at this level.

As a result, Axel Arigato can provide a cheaper price than similar luxury sports shoes on the market on the basis of ensuring the quality and design of luxury.

The average price of a pair of shoes is around 2 or 300 dollars.

The main source of inspiration for brand design is Japanese minimalism and anti mainstream youth culture (counter-culture).

The influence of Japanese aesthetics is embodied in the design of shoes and the "axis" of Japanese elements in the Logo. (like Chinese characters, they also like to use Chinese elements). As for the anti mainstream youth culture (counter-culture), it is more reflected in the fact that the two founders do not take the unusual road.

In addition to the innovation in the business mode of "Drop of the Week", Axel Arigato also has bigger ambitions in the first offline shop. They want to build a lifestyle shop similar to Colette style, not only sports shoes and T-shirts, you can sell different prices, different kinds, and even different brands.