This flagship shoe shop demands the attention of passers-by with its stark Scandinavian aesthetic.

At a time when many retailers keep looking nervously over their shoulders to see the effect that pure-play retailers are having on their businesses, the model that sees a transition from virtual retailer to high street player is one that is being taken by many online merchants. The trend can be observed at the newly opened Axel Arigato store on Broadwick Street in London’s Soho district.

The Swedish fashion brand has worked with architect Christian Halleröd to create a “flagship store that is part of the brand’s new global expansion”. This means that it has gained a foothold on the high street with its first London store. Boasting a minimalist exterior and interior, the long frontage and 13ft-high windows mean that it’s hard not to take a look when passing by.

Concrete, metal and mirrors create a sharp and clean finish that is so stark it could almost be a screenshot from the brand’s website. It may well be the case that online retailers are every bit as anxious to jump the digital divide as their rivals are to having a credible online channel.

 

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