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Giorgio Armani unveils its new flagship store in Milan

 

Following up on the heels of its 40th anniversary this year, the Armani group opens its new flagship Giorgio Armani boutique in Milan. Housed in the historic Palazzo Taverna where the Milanese poet Carlo Porta once lived, Giorgio Armani and his team of architects preserved the traditional elegance of the building’s façade, while imbuing Armani’s simplistic design ethos throughout the interior

The boutique spans three floors, with a sales area of over 1000 square metres. The ground floor is entirely dedicated to womenswear, while menswear is on the first. On each floor, accessories and fragrances are presented in a dedicated area. In addition to the space reserved for the Made to Measure service, which combines the essence of Giorgio Armani style with the uniqueness of handmade garments, the second floor presents the most elegant garments from Giorgio Armani’s pret-a-porter collection, with another room dedicated to the women’s New Normal collection. The three floors are connected to each other by an elevator as well as by an elliptical staircase with a high-impact design in metal with platinum-finish steps in extra-white onyx.

In response to the new opening, Giorgio Armani says: ‘The reopening of the boutique in Milan coincides with an important moment for me, namely the brand’s 40th anniversary, which will be celebrated in conjunction with Expo 2015. The reopening therefore has a strong aesthetic and symbolic meaning, as it summarises the enduring values of my work and projects them into the future. I wanted to create a boutique with an elegant atmosphere that welcomes customers and guides them through the different environments. The succession of colours in different rooms, the careful distribution of the products, and the surprise created by the internal staircase give life to an experience that is characteristic of Armani: intense but natural.’