The third in a series of exciting events for Armani Exchange—the brand’s democratic younger sister, conceived to “bring the ‘Armani Dream’ to the people”—has grown roots in the German capital.
Opening last week on the notorious fashion hub of Kurfürstendamm, the 300m2 A|X store, extending over two floors, is the first one of its kind—and a long time coming.
As part of his efforts to minimise environmental impact, Giorgio Armani worked closely with his team of architects to choose materials, finishes, lighting, and maintain the existing interior structure. The glass and metal materials used are all removable and recyclable.
Technology, such as videowalls, Smart Checkout, and POS mobility, make for a truly unique shopping experience. An area devoted to special projects explores the connection between the brand and music.
To celebrate the store’s opening, Armani teamed up with Berlin’s Reference Studios for an evening soundtracked by the likes of Kanucia and Patrick Mason.
Images courtesy of Armani.