A|X Armani Exchange celebrated its ‘New Energy, Same Spirit’ event with a special performance by Martin Garrix, the brand’s testimonial, at A|X Armani Exchange Antwerp Store.
The 524 square meter store - previously under the Armani Jeans label as a consequence of the reorganization of the brand portfolio of the Armani Group announced in July 2017 - features the new concept for the relaunch of the brand A|X. Raw steel, aged wood, industrial planks and concrete walls create a space that makes a strong material and sensorial impact and evoke the industrial interior of a young and dynamic New York.
The event was attended by Antwerp’s social, fashion and music scene.
During this occasion, A|X Armani Exchange renews the #st_ART project, an initiative focused on the metropolitan and artistic vocation of A|X Armani Exchange. The project offers a small selection of t-shirt, glasses and watches created by seven international artists from the world of graphic design and visual arts.
The event marks a fundamental step in the re-launch of A|X, which continues its expansion plan having been wholly reacquired by the Armani Group in 2014, part of its strategy to reorganise its brand portfolio. This repositioning allows the brand to re-establish itself as the ambassador of the new Italian streetwear.