Giorgio Armani gets a fresh start in London,
with a completely reworked 1,000 sq m retail
space that brings together the Italian house’s
fashion and home collections under one
roof for the first time. Located on Sloane
Street, the two adjoining but interconnected
boutiques feature silk wallcoverings in
a discreet palette mimicking the marble
and onyx floors.
An eye-catching double-height entrance
offers a glimpse into the full scale of the new
space, which boasts bespoke light fittings
and a light-framed staircase. The main floor
of the fashion boutique is dedicated to
fragrance, beauty, watches and eyewear,
while womenswear is presented upstairs,
and menswear (including a Made to Measure
service) on the lower ground floor.
Next door, and seamlessly connected
by a curved walkway that also doubles
as a display area for the brand’s wallpapers,rugs and textile collections, is the Armani/
Casa boutique. The store will also house
the brand’s Interior Design Studio, which
offers a full design service to both private
customers and trade.
‘The balance of sophisticated materials,
precious finishes and warm atmosphere is the
leitmotif connecting the two environments,’
says Giorgio Armani, who has been directly
involved in the design of the space, which he
describes as a ‘studio where the client is
invited to discover my lifestyle philosophy’.
This opening is an important new
retail step for Armani, assembling fashion
and interiors and joining the dots in a single
destination, in a key location for the designer.
‘London is a lively, exciting, ever-changing
city,’ he says. ‘It’s an ideal laboratory of future
lifestyles, which never fails to inspire me.’ ∂
The boutiques open on 15 March, 37 Sloane Street,
London SW1, armani.com; armanicasa.comPHOTOGRAPHY: ALESSANDRO FURCHINO CAPRIA WRITER: ROSA BERTOLIInteriors: Dimitra Louana Marlanti. Fashion: Jason Hughes. Grooming: Daniela Magginetti at Close Up Milano. Model: Sethu at Storm Management
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Design
Full house
Armani doubles up with fashion and interiors under one London roof
THIS PICTURE, ‘JINGO’
TABLE, £23,050; ‘MIYA’
TABLE LAMP, £1,800;
‘EAGLE’ PAPERWEIGHT,
£279; ‘HUGO’ BOX, £1,251,
ALL BY ARMANI/CASA
JACKET, £900; SHIRT,
£360; TROUSERS, £630,
ALL BY GIORGIO ARMANI
BELOW, ‘MOVE’ VASE,
£144; ‘ELISIR’ BOWL,
£95; ‘ELIZABETH’
CENTREPIECE, £1,440,
ALL BY ARMANI/CASA