Launching a new division of a legendary brand

A/X: Armani Exchange
New York, NY

We were approached to
help develop a packaging, signage, and merchandising program for A/X: Armani Exchange, a new business for the venerable house of Armani. The design was to be utilitarian in nature, inspired by the look of old Army PX facilities. 

We created boxes featuring die-cut holes that reflect the industrial look of the stores. Shopping bags were sewn along the bottom in the style of fertilizer sacks, with handles made from clotheslines. (We take our inspirations wherever we can get them.) The box components were custom fabricated to incorporate a high recycled content. Signage was etched steel.
We were involved in the development of the prototype store and the rollout of the first 40 locations.

The packaging was featured in Time magazine’s “Best of the Year” issue and received the Gold Best in Category Award in I.D. magazine’s Annual Design Review. The program was selected for the permanent collection of the Smithsonian Institution, and was featured in the landmark traveling exhibit “U.S. Design: 1975–2000.”

The program was created in association with Armani’s agency Weiss, Whitten, Carroll, Stagliano. Architects were Naomi Leff & Associates.

Services Provided: 

  • Creative Direction
  • Identity Design
  • Editorial and Writing
  • Print Communication
  • Signage
  • Retail Design
  • Package Design