Following their recent openings in Milan, Amsterdam and Berlin, we partnered with Armani Exchange (A|X) to bolster the brand’s European presence. We produced a series of activations to promote their brand-new flagship store on Regent Street, their third sales point in London.


  • 5 experiences delivered
  • 150 guests at each event
  • 77.6k impressions on Instagram Reels


5 experiences in the Armani Flagship store, Regents Street.

750 guests attended throughout the series from fashion and lifestyle content creators Saffron Barker, Victoria Magrath and DJs Emerald Rose Lewis, Helena Star and Tailor Jae. 

Highlights included a sneaker event where guests could get their A|X trainers customised by an artist, with guest DJs keeping the event alive all day long. To celebrate A|X’s collaboration with SmileyWorld, the brand partnered with Mixmag for Sound Exchange, hosted by NTS Radio’s Lupini, who guided the conversation with DJs Ploy and re:ni, as they delved into their careers and discussed the records that influenced their music taste. 

The sleek A|X branding was made tangible through every element of the activations and our tech and production teams supported the smooth running of each event, alongside kicking off In Conversation with Armani Exchange with two live podcast and music events to end a brilliant two weeks of in-store activations.