Anna Engelmann and lead-like dripping rings from ATX featured in this report
Berlin-born jewellery designer Anna Engelmann's brand, ATIX, has become a popular choice among the city's club and techno scenes. The brand's unique, edgy, and minimalist designs have resonated with Berlin's underground and avant-garde style.
ATIX, which doesn't have a specific meaning, was born from a home experiment with resin on a Friday night in December 2021. Engelmann's initial inspiration was a desire for liquid, flowing designs, which she translated into hand-carved, chunky, flowing silver rings that resemble molten lead.
Engelmann, who identifies with people who love art and self-expression, is not a frequent club-goer. However, her rings have found a home in Berlin's vibrant nightlife, becoming a favourite among clubbers and techno fans. Her rings, priced between €120-130, can be ordered on Instagram or purchased at Homefullofclothes in Prenzlauer Berg.
ATIX's rise within Berlin's club and techno scenes is due to several factors. The brand's distinct design language, with its geometric shapes, industrial elements, and unconventional materials, aligns perfectly with the fashion sensibilities of the techno scene.
Engelmann's authentic connection to Berlin's nightlife and artistic communities has also been instrumental in ATIX's success. This authentic insider status helped the brand naturally align with the values and tastes of club-goers and techno fans, who often seek genuine and non-commercial brands.
Visibility in clubs and events, collaborations and limited editions, word of mouth, and strategic use of social media have all contributed to ATIX's growth. The brand has benefited from being seen on influential figures within the scene, effectively serving as live endorsements.
Collaborations and limited edition collections tied to specific events or parties have created buzz and exclusivity, making ATIX pieces desirable collector's items within the subculture. Leveraging social media platforms popular among young creatives and nightlife enthusiasts has allowed ATIX to share imagery and stories around its jewellery, fostering an engaged following.
Berlin's club scene values self-expression and non-mainstream culture. ATIX's independent spirit and artisanal approach align perfectly with this ethos, helping it build credibility and a loyal customer base.
Engelmann draws inspiration from dark, eerie art, fashion, and other jewellery designers. Instagram account @zwyrtech is an example of surrealistic jewellery pieces that inspire her. Elza White is another jewellery designer who inspires Engelmann.
Interestingly, ATIX's rings are not exclusive to the club scene. They are also appreciated by people who work in banks, demonstrating the brand's broad appeal.
Engelmann aspires to work with fashion designers and sell her rings in more shops across Berlin and globally. The Voo Store in Berlin is a dream location for her to see her jewellery on sale. With her unique designs and authentic connection to Berlin's nightlife and artistic communities, it's clear that ATIX's journey is just beginning.
ATIX, despite being primarily associated with Berlin's club and techno scenes, caters to a broader audience in terms of lifestyle and fashion, with some banking professionals also expressing a preference for its unique rings. Additionally, Engelmann, who aspires to collaborate with fashion designers and expand ATIX's presence in shops across Berlin and globally, envisions a future where the brand's hand-carved, edgy, and minimalist jewellery designs become a staple in both the home-and-garden and fashion-and-beauty realms.
