Axel Arigato rejects ‘McDonald’s approach’ to interiors with Berlin store

Travertine screens that double as DJ podiums are featured alongside gleaming butter-yellow columns at Axel Arigato’s Berlin outpost, which the streetwear label has co-designed with longtime collaborator Halleroed.

The brand’s flagship boutique is located in the central Scheunenviertel district, on the ground floor of a precast concrete Plattenbau building, typical of post-war East Germany.

Travertine skirting in the interior of the shop by Halleroed
Axel Arigato has opened a flagship store in Berlin

Stockholm design studio Halleroed was tasked with conceiving the interior scheme of the space, reviving some of the key visual themes that the practice has established in all other Axel Arigato stores.

Rather than just copy and paste these elements, Halleroed mixed and matched them to create something new.

Travertine shelves in the flagship of Axel Arigato Berlin
Travertine was used to cover the floors and form thick shelves.

This is illustrated in the store’s pale yellow columns, which effectively combine the glossy lacquered metal surfaces seen in the London boutique with a muted version of the distinctive yellow accents used in the London pop-up. Stockholm.

“We don’t have a McDonald’s approach where every store looks the same,” explained Axel Arigato’s creative director Max Svärdh.

“We treat them like contemporary galleries and focus less on the transactional element, while staying true to our model that keeps coming back in new forms and materials.”

Butter yellow skirting and clothes rails in shop interior by Halleroed.
Yellow lacquered metal was used to wrap around columns and form coat racks

Roman travertine, which features heavily in the brand’s Paris boutique, was used to cover the entire length of the floor, as well as to form thick shelves and the plinths that surround the interior columns.

Presented in various shapes, sizes and textures, these sculptural pedestals can be used to display different sneakers or act as counters and curved seating nooks when Axel Arigato is hosting an in-store event, which can comfortably seat up to 250 people.

“Podiums, and in a way all surfaces, serve multiple purposes, as we use them to showcase the weekly rotation of product launches, DJ decks at parties, or pop-up merchandise when we turn the space over to other creatives,” Svärdh said. Dezeen.

The raw natural texture of the travertine contrasts with the lacquered metal, which was used to wrap the pillars to form a series of curved coat racks around the perimeter of the room.

“The glossy finish brings a very visual element to our spaces and creates a nice contrast with the very organic materials and softer characters of the stone and the generally subdued character of the store,” Svärdh explained.

Mirror-flanked LED screen in Axel Arigato's flagship
Mirrored pillars support a huge LED screen

Along with floor-to-ceiling mirrors flanking a massive LED screen, shiny metal surfaces also help reflect the illumination provided by the rows of lights that span the length of the ceiling.

The flagship is the second physical store of Axel Arigato in Germany, after the opening of its branch in Munich last November.

Axel Arigato joins Hay, Acne Studios and a growing number of international brands that have moved to the Scheunenviertel in recent years. The area is rapidly expanding to become an alternative shopping destination hidden behind the more touristy destinations in central Berlin’s Alexander Platz.

Other businesses in the Scheunenviertel neighborhood include Sofi, a bakery located in the courtyard of a restored brickyard.

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