In-demand DJ NIXDAMNP kicked off this year’s Axe Black campaign at The Fort Strip recently with his pop-up concept store called Maharlika. Together with teammates Raymond Gutierrez, Mike Concepcion, Banjo Albano and Heidi Franco, Nix brought his Axe Tribe Concept to life, showcasing the epitome of a real man which comes from his ancestral Filipino heritage.
“The datus and the warriors, they’re the very essence of Axe. One wiff, and you know a man’s blood, sweat and tears. This is the concept we worked with for the store,” Nix explains. “For Maharlika, we created a modern cave, a lost paradise where you can walk into the secret culture of Axe Men,” he continues.
The concept of the Axe Black campaign centers around the world of the understated Axe Black Man. Each ambassador is tasked to create a pop-up concept store that best embodies #LessEffortMoreStyle, as it immerses its customers to the Axe Black way of fashion, grooming, and fragrance.
At the center of Nix Damn P’s Maharlika stood the Axe tree, which served as a product display and scent diffuser. “Our merchandise is a result of various collaborations with different creatives from different industries. It’s a coming together of all these talents and local potential to offer something truly unique,” he says. “We collaborated on apparel with brands like T.H.E. and Progress, as well as accessories with The Lost Nomad and Rastaclat. This camaraderie between artists and other creatives is the essence of street culture, and that’s what I hoped to show.”
Nix also had a string of local performers and DJs to provide entertainment to shoppers, bearing in mind that Maharlika is not just a pop-up store, but an experiential concept that people will remember.
Actor Arjo Atayde and blogger David Guison are the next Axe Black ambassadors who will be executing their pop-up stores soon. Each of them are to come up with a concept, and execute an on-ground outlet for three days, followed by an online version on LAZADA. They will be judged based on whose store can successfully immerse people into the understated world of #LessEffortMoreStyle.
For more information, visit www.axephilippines.com
