A|X ARMANI EXCHANGE – STORE OPENING IN BERLIN
The location picked by the brand excited with the love for details: starting from the place, situated in one of the most visited fashion promenades of the German capital, the Kurfürstendamm. The 300qm store fits in perfectly with the style of the 19th-century building, delivering a harmonious, modern update with a wide, double-height central window displaying the large, illuminated letters A and X, the brand’s logo. Keeping it close to the store concepts in Milan and Amsterdam, Giorgio Armani himself keeps a cohesive visual line reinforcing brand recognition. Keeping an eye on the sustainability of retail, all glass and metal materials are made to be removable, reusable, and recyclable. The latest generation LED lighting technology, has been designed to minimize waste.
Natural oak slat walls, which provide support systems, convey a fluid and minimal style, contrasting with the existing wood and resin flooring, which was preserved for sustainability reasons.
The new store is located at Kurfürstendamm 29 in Berlin.
Picture courtesy of Armani Exchange/ PR