Commentary: Loving Armidi: Chronicle of an On-Again-Off-Again Relationship

Way back in early April when Liam Oliver, Lola Marquez and Nicole David of Elephant Outfitters notoriety unveiled three products from the (then) new Armidi brand at Hair Fair ‘07, attendees who braved the lag were wowed. The group literally came out of nowehere and slapped three premier quality hair styles on an unsuspecting audience and it created lots of buzz – making the Armidi sneak peek the highlight of the event for many. The Poynter, in my opinion, is easily one of the best (short) hair styles created thus far in Second Life™ – looking good on male and female avatars of varying shapes and skin tones. Few hair styles can accomplish that. Many men, in particular, were excited at the prospect of more hair options.Well, buzz has turned to blasé as Armidi’s opening has been pushed back on more than one occasion, leaving fans questioning whether the store will ever open.

• On the group’s Hair Fair display a “Coming Soon: May 2007″ message was advertised.

• In late May Second Style Fashionista posted an ‘Armidi – Update Group’ notice which stated the store would open on June 7th, exactly one year after EO had opened its doors ^[1].

• July comes along with another notice announcing a mid-July opening. The ‘Armidi – Update Group’ and ‘Armidi Men – Update Group’ were closed to open enrollment.

The third time is not the charm, it seems.

Miriel Enfield, jewellery designer and the organizer of the upcoming ‘Jewlry Exposition 2007′, randomly made brief mention of Armidi’s mysterious opening ritual on her blog ^[2] this month.

There is an Armidi sim (it’s not open to the public). Their website armidi.com holds no answers, merely maintaining that “It’s Coming”. May, June, then July store openings promised and still SL’ers are left bereft of stylish Armidi hair.

The public hasn’t forgotten having heard “wolf” cried three times.

In all likelihood the trio are probably really sweet people who are caught up in real life obligations and are not intentionally playing mind games with your retail sensibilities. Give them the benefit of the doubt, you vipers! I know you got all dressed up for the prom – you rented a ruffled tux, bought a corsage and paid for the tickets – and your cock teasing date didn’t show (in fact when you pulled up to her house in your dad’s station wagon to pick her up all the lights were out, but when you knocked on the door you distinctly heard hushed whispers inside). First life is always the priority.

I didn’t contact Liam, Lola or Nicole for a statement. I’m sure they are harassed weekly about when the store will finally open. Besides, it would take too long and I’m way lazy. It was much easier (and way funnier) to poll a few people who have been anticipating their product launch, anyways. Instant reaction.

Anonymous One:
“If everyone is like me no one will go to Armidi when it opens.”

Anonymous Two:
I got sick of waiting around for Armidi so I’m opening my own damn salon. Coming soon. 2007ish.

Anonymous Three:
I’m about to forget them! It’s rather embarrassing how they have handled it.

» Armidi hair kiosk, Maroon (30, 52, 33)

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[Update] As of 08/27/2006: Both the ‘Armidi – Update Group’ and ‘Armidi Men – Update Group’ have been re-opened for enrolment. The Group Charter now states:

Enrollment is open again, due to the postponed opening. Armidi WILL be opening in early September. Apologies for the long delay.

Join this group for news & updates regarding Armidi and Elephant Outfitters.

Catch an exclusive sneak peek next to Elephant Outfitters!

Liam, Lola, & Nicole