AX Armani Exchange

The Armani Group Opens Its Third A|X Armani Exchange Store In London

Following recent openings in Milan, Amsterdam and Berlin, the Armani Group continues to reinforce the A|X Armani Exchange presence in Europe with a third sales point in London. Located at 129 Regent Street in the heart of the West End, on one of the city’s most iconic roads as well as an international lifestyle and shopping destination, the store will integrate perfectly with the historic building – Westmorland House – which dates back to the XIX century and is an example of London’s neoclassical architecture.

The entrance to the impressive corner façade and new Armani Exchange Flagship has been preserved in its original condition and is surmounted by a large window and a balcony on the upper floor drawing attention to an illuminated A | X logo. The space features five shop windows and as many loggia balconies characterised by Art Nouveau decorations. It extends over an area of 290 square metres and is distributed across two levels connected by a spiral staircase. Women’s clothing, accessories, eyewear and watches are presented on the ground floor, whereas the men’s collections are showcased on the first floor.

The store adopts the same concept as the other new gen spaces and was designed by Giorgio Armani in collaboration with his team of architects, with the usual focus on keeping environmental impact to a minimum when choosing materials, finishes, and lighting, and keeping the internal structure unchanged. All metal and glass elements are removable, reusable and recyclable. The lighting system, which uses the latest generation LED technology, has been conceived to minimise waste.

The minimal design conveys a sense of fluidity and modernity: oak-effect slats for walls which also provide support for product shelving, pale stone-effect floors that amplify the space, and a contrasting black ceiling.

Like in the other cities, the London store team was recruited through a city wide flyposter and social media campaign developed around the slogan “I need you”.

Cutting-edge systems and technologies make the shopping experience unique with videowalls, “Smart Check Out” and “POS in mobility” to dynamize payments. The brand’s connection with music is explored in the area dedicated to special projects.

129 Regent Street

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