Swedish footwear label Axel Arigato brought the party to the streets of four major cities in Europe for its “Music Truck Tour.”
With a mission to tap into its community through the power of music, the tour kicked off in Berlin where its kitted-out music truck stopped at RAW-Gelände – an alternative district in the heart of the city. The DJ lineup, curated by electronic music streaming platform HÖR, featured Lily Ackerman, Cecilia Tosh, Beatrice and Tommy Holohan performing to 3,000 attendees.
The second leg of the tour brought the brand to its hometown of Stockholm, stopping by the waterside of Djurgårdsbron, it was Studio Barnhus’ DJ Axel Boman who headlined the show. The brand then traveled to an abandoned warehouse in Amsterdam where Lamsi, Tida Kamara, Ray Fuego, Jarreau Vandal, and JAEL played across the afternoon in the Dutch capital.
Two stops in London in July were Axel Arigato’s latest edition to the tour. 1,000 people gathered at the East London warehouse-styled event space The Cause for an event curated by underground party organizers Kin which included a headline performance by Unknown T. To wrap up the London edition, the second pop-up traveled to the west side of the city. Paying homage to the sound system culture of the area, the music truck was stationed under a flyover in Latimer Road and featured sets from Honey, Conducta, Alewya and Siobhan Bell.
Speaking on the project, the creative director of Axel Arigato Max Svärdh says, “The Axel Arigato Music Truck has been our most ambitious project to date. It’s been great to see the unifying power of music in these major European cities and share in people’s summer. Over 6,000 people have come together and danced across our five stops. And we’re not done yet!
Following a brief reschedule, Axel Arigato’s “Music Truck Tour” will conclude in Paris later this year. Stay tuned for more information on location and dates by visiting the brand’s website.
Source: Read Full Article