A|X Armani Exchange
(Various dates)
Various Locations
2,000 – 10,000 SF
A|X Armani Exchange’s store experience was conceived as a set of elements to evolve and remain relevant to its core consumer without losing its brand identity. An evolution of the original flagship location in SoHo, the new, evolved store prototype retained key design elements of the brand’s original location including curved ceilings that recall an airplane hangar or downtown warehouse, while introducing a flexible fixture program. Illuminated panels distinguish venues for featured merchandise groupings and graphics that tell a cohesive lifestyle story. Like the brand, the finishes are all about the contrasts of urban youth, streetwise yet polished. Shiny materials are paired with matte, and rough lies next to smooth. The design process was about redefining the client’s concept of what an evolutionary store could be and delivering a more distinctive solution at the same cost as the current store model.
Eugene Colberg directed the project while Senior Designer at Gensler
