CartSign inSign in
CanadaUnited States
AustriaBelgiumFranceGermanyItalyLuxembourgSpainSwitzerlandUnited Kingdom
BahrainJordanKuwaitLebanonOmanQatarSaudi ArabiaUnited Arab Emirates
ChinaJapanKazakhstanSingaporeSouth KoreaUzbekistan
Australia
Back to Brand Homepage

Armani Brand

Recommendwww

Emporio Armani Reopened Its Flagship Store In Milan

Luxferity, 23.09.2024

Brand newsRecommend Recommend

Following renovation, the Emporio Armani flagship store in Milan – container of clothes, accessories and ideas – reopened last week to tell the story of the multifaceted Armani world from one of the city's most recognisable corners. Pioneeringly launched in 2000 within the iconic ‘A’ shaped building that is also home to Emporio Armani Ristorante & Caffè, Nobu Milano, Armani Hotel and the Armani/Privé club, the store reopens once more as a dynamic place of exchange with the city and the people who pass through it.

Emporio Armani Reopened Its Flagship Store In Milan

“My relationship with this city never stops evolving. When, more than twenty years ago now, I opened Emporio Armani on Milan’s Via Manzoni, calling it Armani/Manzoni 31 at the time, this was a rather austere spot on the outermost street of the quadrilateral. The space soon became a key gathering point for Milanese locals and visitors alike. After all this time, I thought the moment had come to update the design, using new technology and opening the windows to emphasise the dialogue between inside and out”, explains Giorgio Armani.

The space has been updated to reflect the mood and demands of the present day, in keeping with the Armani Group's sustainability principles of integrating the new and respecting original structures. With this in mind, the Group has begun the process of obtaining the highest level of LEED®* certification.

Emporio Armani Reopened Its Flagship Store In Milan

Emporio Armani reopens in soft, neutral tones with light, modular furnishings diversified by area. The invisible ceiling profiles permit not only diverse arrangements of the hangings but also customisation of the walls with different subjects like a palette. Emphasis is placed on a technological element that contrasts with the pared-back setting. The LED screens on the ceiling dematerialise the space like digital frescoes in motion, where images, continued across the wall screens, create a dynamic play of references to the themes of the collections. The complete opening up of the shop windows floods the space with natural light, while the dialogue between inside and outside accentuates the sense of inclusiveness and the lightness of the design.

The careful choice of materials sees floors made from eco-resin and the walls clad with cement panels, an innovative material with a solid and tactile appearance. Tables are made of transparent glass, while mirrored or LED video parallelepipeds are arranged in the different areas to support sales. Everything suggests mobility and weightlessness.

Emporio Armani Reopened Its Flagship Store In Milan

The entire layout has been rethought, starting with the reopening of the passage between Emporio Armani Ristorante & Caffè and the shop, where Armani/Dolci is now located. At the Via Croce Rossa entrance, customers are welcomed into the space dedicated to Armani beauty and fragrances while Emporio Armani Womenswear, Armani/Libri, and Armani/Fiori reopen in their original locations. The latter is fitted out with transparent glass shelves and walls to evoke Japanese floral tradition. The Junior collection remains on the lower ground floor, characterised by delicate colours and geometric elements. On the first floor, Emporio Armani Menswear overlooks Via Manzoni, while the EA7 Emporio Armani collection is located on Via Giardini.

The entire project is characterised by a lightness that is both visual and structural, reflecting the need for renewal through an immediate, emotional and low-impact idea of creating space.

To celebrate the reopening and coincide with Fashion Week, an electric ‘Ape Car’ branded with the Emporio Armani logo will be stationed outside the store on Via Manzoni each afternoon. Passers-by will receive tote bags containing postcards featuring sustainability-inspired graphics and phrases, which can be sent from dedicated post boxes to help spread messages in support of the environment.

Emporio Armani is using this initiative to promote the ‘Milano Green Circle’ project for the renaturalisation of the 90/91 tram line route. Supported by the Armani Group in collaboration with Forestami and the Municipality of Milan, the project will involve planting 350 new trees and over 60,000 perennial shrubs and grasses.

LEED®*, or Leadership in Energy and Environmental Design, was developed by the U.S. Green Building Council (USGBC). It is the world's most widespread rating system for certifying the sustainability of buildings and an international guarantee of excellence. Among other sustainability strategies, renovation of the concept store in Via Manzoni included the saving of more than 40% of drinking water, the choice of low-emission materials, the monitoring of air quality, a 20% reduction in energy consumption and the procurement of all on-site energy from renewable sources.