Swedish fashion brand Axel Arigato is fond of describing itself as a “digitally native” business. So the steady expansion from online to offline, by way of bricks-and-mortar stores, is not only a surprising move – it’s one that bucks the trend. After launching its first physical store in 2016, Axel Arigato has continued to expand its presence; putting its foot in the door of cities that are key to business growth. The latest store to join the enlarging lineup is located in the Marais district of Paris. Backdropped by a lively neighbourhood, where many French traditions remain intact, the Axel Arigato store disrupts the typical retail model.
Designed by Scandinavian architecture studio Halleroed, the outlet is driven by the desire to forge real connections with customers, inviting them into a unique experience of the world of Axel Arigato. The store’s aesthetic is glaringly modern, combining art gallery techniques with classical architecture references, as well as different materials and colours. The clean and bright colour palette blends brutalism with minimalism as the sleek interiors juxtapose the robust use of concrete.
Axel Arigato Paris by Halleroed
The interior is curated to play with forms and shapes and features light-yellow travertine in an array of finishes, such as honed, bush-hammered and natural. The space consists of two main rooms divided by a freestanding travertine wall; an abstraction of the classical architectural elements of a column and beam. Overhead, the punctured grid ceiling with concealed lighting is visually connected by the largely monochromatic palette featured in the warm yet raw concrete walls and floors.
Placed rhythmically in the centre of the space to form a grandiose entrance and create a gallery-like surrounding, the sculptural merchandising podiums are made in travertine (as are the shelves and the dressing room’s custom-designed chairs). The podiums are emphasised 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 its surface, surrounded by small stones, reflects a peaceful oasis in the beating heart of Paris.
Designed by Scandinavian architecture studio Halleroed, the outlet is driven by the desire to forge real connections with customers, inviting them into a unique experience of the world of Axel Arigato.
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