Fans of brutalist minimalism, listen up!
Swedish label Axel Arigato has taken a former institutional restaurant in the heart of Berlin’s Mitte district, and transformed it into its new minimalist flagship store.
Described by the label as an “immersive brand experience,” the space has been co-designed with the architecture studio, Hallerod, with whom the brand has had a longstanding relationship.
The space — which is located around the intersection of Weinmeisterstraße and Neue Schönhauser Street — follows Axel Arigato design codes and color palettes, resulting in a clean, bright, and, ultimately, minimalist, location.
“Our stores are based on what we really crave when we enter physical spaces: peaceful wandering, stimulation, and a strong personal story,” explains Max Svärdh, the brand’s creative director.
“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.”
The store features roman travertine stone across the floor, and podiums, to create an extra sense of disparity within the space between the light and the heavy.
The aesthetic is said to be a “reflection of the brand's Scandinavian roots,” mimicking the footwear and apparel assortment Axel Arigato continues to offer.
For the brand, this is more than just a store, it’s an experience, and somewhere the brand sees becoming an event space, meeting place, and cultural hub in the months to come.
Axel Arigato, Neue Schönhauser Strasse 1, 10178, Berlin, Germany.
