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Armani Exchange Hits The Beach

The brand opens a pop-up lounge on the coast near Tokyo.

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SUMMER FUN: A|X Armani Exchange has just opened a pop-up beachfront lounge in Japan's Kanagawa prefecture outside Tokyo.

Constructed from four shipping containers, the temporary space will be open through the end of August. The lounge serves food and cocktails with an island theme, and a DJ booth and sound equipment have been installed for outdoor club-style events on weekends.

 

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During the day the restaurant seats 50 customers, and chairs and tables are cleared at night to accommodate up to 200. A VIP area allows select revelers to avoid the crowded dance floor and chill out on comfy sofas. For an extra charge, lockers and shower rooms allow guests to make a smooth transition from beach mode to party mode.

The company is using the venture as an opportunity to give back. A portion of the proceeds will go to A|X Hope, a charity project benefitting areas affected by last year's earthquake and tsunami. At the end of the summer, the containers used for the temporary structure will be recycled as temporary houses for displaced residents of the tsunami-struck city of Ishinomaki.

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