Giorgio Armani will open a concept store on New York's superior shopping destination known as Fifth Avenue. Now Fifth Avenue will be the one-stop hot spot to find all things Armani. Giorgio Armani describes the concept store, as “a special project requiring a degree of courage.”
Here's what Mr. Armani had to say about the new project:
“A really exciting challenge – that is how I would describe our new concept store, Armani/5th Avenue in New York. It is a special project requiring a degree of courage, as it brings together in one-space different elements such as Armani Jeans and Emporio Armani side by side with Giorgio Armani. I was determined to send out a clear message of change, interpreting the current trend for mixing genres, juxtaposing items in different price brackets. You could say that this is a provocative move – uniting in the same place and with the same furnishings, without visible boundaries, the various collections that combine to form the entire Armani universe.
This freedom of expression defines for me the spirit of Fifth Avenue: a prestigious shopping destination, of course, but one that is less exclusive in character than comparable addresses, with a democratic mood which I am certain represents the future. I worked on the creation of this store with Doriana and Massimiliano Fuksas, whose hugely respected architectural practice is known for bringing a precisely judged sense of glamour to clothing stores.
This is the third project we have jointly accomplished, following on from Armani/Chater House in Hong Kong and Armani/Ginza Tower in Tokyo, and significantly all three offer totally distinctive environments, each different from the other, because I contend that identical retail spaces, monolithic and repetitive, belong in the past and cannot match the experience offered by a totally original store which introduces the public to the aesthetic excitement of fine contemporary architecture.“
-Giorgio Armani
About the project, Mr. Armani has said: "New York needs glamour. It needs size. This store is an act of faith toward the Americans and Fifth Avenue shoppers because I still very much believe in this market in which I invested a lot." It is an enormous undertaking. When completed, the store will span four floors (including a basement), and will have 30,000 square feet of retail space. It will house all his collections, merchandised side-by-side for a "democratic mood" that to Armani represents the future of fashion. There will be space for Armani Casa, and room for both a restaurant and a bar. And the floors will be connected by a "rolled calender steel" staircase made in Italy and covered in "plastic material that highlights its exceptional sculptural presence." Too bad we don't have a rendering of that.
There's so much ground to cover that we're just going to throw it to the press release.
On the store's internal layout:
This fabulous concept store brings together the world of Armani throughout. For signature shopping, there is no better place to start than on the ground floor for Emporio Armani and Giorgio Armani accessories as well as the Emporio Armani collection for women. Down in the basement is the realm of those who favor a casual style of dress: Armani Jeans, EA7 – the sports line that includes specialized clothing and equipment, Emporio Armani Underwear and the Swimwear range.
The further up the building, the more selective and refined the choice of products become On the first floor, the Cosmetic area beckons, with its ultra sophisticated range of products with Crema Nera and the more sophisticated perfumes, followed by the area dedicated to Giorgio Armani and Emporio Armani shoes. From here it is a short hop to Giorgio Armani, Fashion, Classics and Eveningwear, all for women. Following the pathway of the staircase and descending a few steps, the space is dedicated exclusively to the fashion section of the Emporio Armani line for men.
On the second floor, Emporio Armani, Giorgio Armani for men and Emporio Armani and Giorgio Armani shoes for men are displayed. This floor also houses Armani/Casa, offering a choice of objets; the space successfully evokes the huge Armani/Casa store in Soho. Nearby there is a small area dedicated to the delights of Armani/Dolci, the first retail area for this collection of delicacies to open in the USA.
On both the first and second level, two specific spaces have been conceived and reserved for a private VIP fitting room. From the Armani/Restaurant on the top floor, a fabulous view can be enjoyed – through an amber-colored filter – down Fifth Avenue, with Central Park in the background. A line of lighting on the ground leads to the entrance to the restaurant, emphasizing the sensuous curve of the wall. A virtual curtain is raised as you pass through it… the show begins, making the customer the star.
Giorgio Armani’s impressive Fifth Avenue flagship is set to open February 18, 2009.