Fashion house - 4/15/22
The Armani Group announces the upcoming opening of the first A|X Armani Exchange store in Amsterdam. Following the recent inauguration in Milan, the brand arrives in the Dutch capital with a large store in the Dam, the main square in the city centre, on the corner of Via Kalverstraat. The choice of location, a lively spot with a constant flow of tourists, reflects the brand’s open and democratic spirit.
Just like in Milan, the store team for this space was recruited through a wild posting and a social media campaign developed around the slogan “I need you”.
The store, which extends over two floors and a total of 310 square metres, fits perfectly with the architecture of the historic building that houses it, with the large, illuminated letters A and X attracting attention to the four characteristic arched windows with side columns. The large videowall positioned at the entrance on the ground floor, where women’s clothing and accessories are displayed, is also visible from outside. The men’s collection is presented on the second floor, accessible via a staircase in minimalist style.
Designed by Giorgio Armani in collaboration with his team of architects, the store adopts the same concept that characterises the Milanese space. Fluid and high-impact, it is based around a minimal selection of colours, elements and materials: natural oak slats for walls that provide support for product shelving, pale stone-effect floors and LED strips that display graphic information and logos.
The entire project was designed in such a way as to minimise environmental impact, including the choice of materials, finishes, coating and lighting. The materials, from metal to glass, are all removable, reusable and recyclable. Ceramics are produced with a percentage of recycled material. The lighting system, which uses the latest generation LED technology, has been designed to minimise waste.
Avantgarde systems and technology make the shopping experience unique with videowalls, Smart Checkout and POS mobility for smoother payment. The brand’s connection with music is explored in the area dedicated to special projects.
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