2023-06-26 22:32:48
HomeBerlinParty by Axel Arigato: That’s what the techno party was like on the RAW site
The Swedish fashion brand Axel Arigato wants to reach Berlin’s club scene and made a guest appearance on the RAW site with the Music Truck Tour. It worked: techno, of course.
Frank Klaproth
Cecilia Tosh was one of the four DJs spinning at the RAW site in the Arigato container over the weekend. Rowben Lanton
There is a large pastel yellow truck on the RAW site. The truck’s cheerful color and clean design clash a little with the rough look of the RAW terrain, but suit the evening sun and the glass Edge East Side Tower in the background. The music that resounds from the speakers in the open cargo hold is exactly what one would expect at this point in Berlin: dull, fast techno.
It is no coincidence that Axel Arigato’s music truck looks exactly like the giant version of one of the company’s own shoeboxes. The Swedish streetwear brand and its characteristic look mean something to every fashion-conscious Berliner – at least since the Swedish label opened a new store in Mitte. COS, Ganni, Samsøe Samsøe, Axel Arigato – the area around Weinmeisterstrasse has become the epicenter of Scandinavian fashion brands. You can also see that on the surrounding streets, where numerous people are once again wearing the Scandinavian-minimalist street style that was popular at the end of the 90s.
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You wouldn’t necessarily associate this clean aesthetic from Scandinavia with the RAW terrain. Neither does the audience, who flock here from nightclub to nightclub and from rave to rave – until the early hours of the morning. Black clothing, smudged makeup, bare skin, and leather accessories are common in this area. Nevertheless, the fashion label Axel Arigato, with its bright colors, has found a way to integrate itself into Berlin’s club culture. How it works? Apparently with the right music. So techno.
Like a picture from a hidden object book: the event attracted a diverse, young audience. Rowben Lanton
Five cities, five different concepts
Axel Arigato’s Music Truck stops in five European cities. After the first stop in Berlin, Stockholm, Amsterdam, London and Paris follow. The Berliner Sause was curated by Hör Berlin. The DJ portal became known during the Corona pandemic when it streamed sets from Berlin DJs who were no longer able to play in clubs. Hör Berlin chose the DJs Lily Ackermann, Cecilia Tosh, Beatrice and Tom Holohan for Saturday. All four are not unknown names in the local techno scene. Involving regional sizes is definitely desired – because the concept of the brand is to open up new target groups through strong community building.
In this context, the brand regularly organizes cultural events and parties – each tailored to the city and its residents. “When it comes to music, we want to reflect and represent the culture that we want to achieve,” says Dre Viskovic, Axel Arigato’s Global Project Manager. The music program changes accordingly, depending on the city in which the event takes place. In London, for example, famous artists from the drill and rap scene performed for the brand. “It’s very important to go partying here edgy and exciting, Berlin has an incredibly rich nightlife,” is Viskkovic’s answer when asked how he would describe the Berlin club scene.
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Berlin Nightlife: “Edgy and Intense”
Here, too, the city differs from London, for example, where the clubs usually close between 3 and 4 a.m. In Berlin, on the other hand, some parties only start at this time. Axel Arigato had already used the possibility of long, excessive techno parties in the past and organized a 12-hour rave in the Alte Münze a few months ago. At that time, the party was only accessible with an exclusive guest list, everyone was allowed to attend the Music Truck Tour party. “We want to make music accessible to everyone, that’s what the Music Truck Tour is about.”
The people who just happened to walk past the RAW site and got straight into an open-air rave were all the happier. A surprisingly easy opportunity to hear good DJs for Berlin, where long queues and hard door politics are usually part of techno parties. And the speakers delivered really good sound quality, even though they were provisionally installed on the cargo hold. There was also fog, steam and flying sparks to the stage performance.
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A very mixed but mostly young audience danced in front of the stage. The Berlin techno scene raved with their sunglasses on, looking very satisfied, directly in front of the speakers. Even fashionistas, whose style one would rather place in Mitte, could be seen flashing everywhere in the crowd. Some wore clothing by Axel Arigato. Onlookers, who were lured down to the RAW site by the booming bass from Warsaw Street, also mingled with the people – even with children or dogs.
Wuff: Raver mit Fell.Rowben Lantion
A little girl wore hearing protection and danced with her mother in the foreground. She was the highlight for all bystanders. “Oh god, how cute!” and “Your first rave!” was heard from all sides. We don’t know whether techno is also playing in her children’s room. But one thing is certain: it won’t be Axel Arigato’s last rave in Berlin. At least that’s what you can read on Dre Viskovic’s face, even if he doesn’t want to reveal any details just yet.
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