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The Store Scout | AXEL ARIGATO SOHO London


Axel Arigato opens its flagship store in Soho, London, located at 19-23 Broadwick Street.

Axel Arigato launched in 2014 and introduced a daring yet fresh idea setting them apart from the typical retailer. Rather than designing and coming out with traditional seasonal collections, they decided to release a new instantly purchasable design every week. To no surprise, the brand rapidly sold in over 100 countries and received over 300,000 Instagram followers.

“We needed a minimalist palette because the products we offer are so diverse and individualized. I wanted to create a space that is inviting and open, the same feeling you get when you walk into a gallery.”

– Max Svardh

With the opening of its flagship store and first ever locaiton in Soho, London, Axel Arigato presented their brand by perfecting the design concept. Adhering to the brands minimalist aesthetic, Creative Director Max Svardh and Swedish architect Christian Halleröd created a space with concrete, metal, mirrors, a white color scheme, and bleacher-style marble seating to create a monochromatic atmosphere.

The Soho store carries the full range of men’s and women’s shoes, accessories, and clothing in addition to a stock of rare Japanese books, magazines and objects. Chairs used to furnish the interior, designed by Halleröd, are available for customers to purchase. The space will also be a curated gallery for specifically selected brands, items, and events.


19-23 Broadwick Street, W1F ODF LondonOpening hours:
Mon-Wed 11.00-19.00
Thur-Sat 11.00-20.00
Sun 12.00-18.00Phone: +44 20 749 417 28
Email: london@axelarigato.com