In Pictures: Axel Arigato unveils new Covent Garden flagship
Swedish footwear and apparel brand Axel Arigato has now opened its new 2,500 sq ft flagship store at 21-23 Earlham Street in Covent Garden’s Seven Dials – an anchor unit opposite the iconic sundial pillar.
It adds to the brand’s existing London store at 19-23 Broadwick Street in Soho and, in celebration of Axel Arigato’s 10th anniversary, the new store will launch a limited-edition capsule collection featuring bespoke ‘Axel A’ monogramming across a t-shirt, denim and ‘Area & Dice’ sneakers for both men and women.
In signature Axel Arigato style, the interior of the new store is a gallery-like space that will highlight key products and collaborations, featuring natural marble, man-made metals and an in-wall speaker system that "underscores the brand’s ongoing connection to music subculture".
The store is also designed to be easily transformed into an event space, "acting as a second community hub" in the heart of the capital.
Albin Johansson, Co-founder and Chief Executive Officer of Axel Arigato, said: "London has been a spiritual home for Axel Arigato since we launched our very first store here back in 2016.
"We’re thrilled to be able to expand our bricks and mortar business in the capital – and it feels extra special to do this in our tenth anniversary year in the epicentre of world leading performance wear brands in the UK.
"We’re looking forward to offering a unique space and some unforgettable events to customers at our new store in Covent Garden’s Seven Dials."
Michelle McGrath, Executive Director at London landlord Shaftesbury Capital, added: "The opening of Axel Arigato's flagship store in Covent Garden signals another exciting development in the ongoing leasing momentum in the Seven Dials neighbourhood.
"The highly innovative, dynamic brand bolsters not only the destination’s unrivalled line-up of performance wear brands but marks the launch of yet another flagship space from a best-in-class international brand.
"Axel Arigato's commitment to the Shaftesbury Capital portfolio through the launch of its second anchor location emphasises the strong collaborative relationship that we strive to curate with our partners."
The opening of Axel Arigato follows the recent signing of fellow Scandinavian brand Peak Performance, which has selected Covent Garden to be the home of its first-ever UK store at 49 Long Acre.
