On Thursday, March 29th, Armani Exchange celebrated at the A | X store in Antwerp the « new energy, same spirit » event with a live performance by Martin Garrix, the face of the brand.
The 524m2 shop – formerly dedicated to the Armani Jeans brand and following the reorganization of the Armani Group’s brand portfolio announced in July 2017 – presents the new concept of the renewal of the A | X brand. Raw steel, aged wood, industrial planks and concrete walls create a space that brings a strong material and sensory impact and evoke the industrial interiors of New York’s beautiful era.
Socialites from Antwerp and guests from the fashion and music industry attended the evening.
For the occasion, A | X Armani Exchange renews the #st_ART project, an initiative summarizing the brand’s urban and artistic vocation resulting in a series of t-shirts and a selection of watches and eyewear designed by seven international artists. world of graphic design and visual arts.
This event marks a fundamental step in the relaunch of A | X, which has continued to expand since Armani Group acquired it in 2014, in line with the strategy of reorganizing the brand portfolio. This repositioning restores the brand as ambassador of the new Italian streetwear.