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here is always a point of difference, a unique perspective and a conceit in a new Armani retail concept. Ever since 1981, when Giorgio Armani opened his first store in Milan based on the progressive notion of "democratic fashion", he has always sought to provide an environment where men and women can discover an accessible style in which vitality, good taste and entertainment are all combined with a distinctive Armani touch.
The newest expression of this philosophy will arrive on October 5, 2000, when Armani/Via Manzoni 31 will officially open to the public in the former Assicurazioni Generali building, originally designed by Enrico A. Griffini in 1937 with statues by Marcello Mascherini representing the patron saints of Milan, Venice and Trieste adorning its exterior.
Giorgio Armani said, "This is a very ambitious design project given the high level of investment required to create an inspiring and surprising experience for customers, while maintaining a clear coherence throughout. Every aspect of the store expresses my aesthetic. I have not chosen objects while travelling the world, as is often the case , but instead have sought to present a range of my designs in a space and atmosphere that offers a wide-ranging experience for our customers."
SPACE AND MOVEMENT
Designed in collaboration with Studio Gabellini Associates, Armani/Via Manzoni 31 is situated on three floors - from lower ground level to first level - and covers 8,000 square metres, of which 6,000 square metres is commercial space. The intersection of the store's different floors creates an internal street, or meeting place, reminiscent of the Galleria Vittorio Emanuele in Milan's Piazza del Duomo, with two atriums - a courtyard and a rotunda - dispersing natural daylight throughout. These open spaces create a sense of movement between the various commercial areas around them, representing the heart of the project with its essential rigor, crafted details and respect for the intrinsic materials used in the store's architecture. This minimalist sensibility does not spring from a pre-established architectural style, but instead reflects the desire to design pure and simple backdrops for the product on display.
Having chosen a theatrical mise en scéne as a working metaphor, each internal space is created as a stage for the action within, but always with a visual coherence that connects everything. The emphasis is on flexibility in state-of-the-art lighting and fixtures. Nothing diverts attention from the essence of the design: security, ventilation, audio and lighting systems are all concealed. The overriding impression is of freedom of space and movement.
THE SMALL, ELEGANT DEPARTMENT STORE
The three entrances on Via Manzoni, Via Pisoni and Via Croce Rossa lead to the pedestrian arcade, paved in slabs of granite with a hint of beige quartz surrounded by support pillars faced in supai, a matt cream ultra-smooth Turkish stone. The range of materials represents a new interpretation of the spirit of Giorgio Armani, with surfaces that contrast and complement each other through their physical and visual texture: matt and translucent, embossed and smooth, reflective and opaque.
The floor of Emporio Armani Donna (460 square metres) on the ground level is in light grey serena stone, with 'cabin' changing rooms in Plexiglas, etched glass magic walls with suspended graphic panels and Led wall displays similar to those found in Times Square, New York. Converted into active surfaces, these displays offer a non-stop exchange of messages, themes, and images. "I want there to be a sense of discovery and surprise every 15 metres throughout the store."
For Emporio Armani Uomo (437 square metres), Emporio Armani Accessori (140 square metres) and Emporio Armani Profumi (60 square metres) partitions are suspended between floor and ceiling to create a sense of space. Screens of filtered light, saturated luminescent planes and cadenced lines of direct light give the ground level a special radiance. Like daylight and moonlight, a spectrum of coloured and shining light creates subtle shadow effects to emphasise and magnify the moment. Plexiglas curtains screen the store's windows. Hangars with a rotating panel act as a display for the clothes. Lightweight shelving creates a sense of movement. An unexpected surprise is provided by the florist adjacent to the accessories area.
Also on the ground level is Armani Jeans (483 square metres) for men and women, reminiscent of a gym/fitness center, it features floors with casts in concrete and resin, rough-surface concrete walls, zinc-plated tubes as clothes racks, fluorescent ceiling lights and tents as changing rooms.
THE PLEASURES OF DAY-TO-DAY LIVING
The exceptional restaurant, Nobu, looks out onto Via Pisoni with a bar and lounge area (235 square metres) on ground level and a restaurant (294 metres) on the first level, with capacity for 90 people. It is designed in pale wood, with grey-blue walls and dramatic glass windows. On the opposite side, towards Via Croce Rossa, there is an Armani Caffè (77 square metres) on ground level, relaxed-style with concrete slabs for the floor and small tables illuminated from within. On the first level, next to a select and sophisticated bookstore, the Armani Caffè becomes a restaurant offering Mediterranean cuisine. The internal balconies act as skylights for the Caffè providing a sense of activity from above.
The Armani Casa collection makes its world-wide debut in a 900 square metre space facing Via Manzoni with a loft-like sensibility and triple level platforms on which home vignettes and furnished units can be created. Sofas are inviting and comfortable armchairs have relaxing "L" shaped cushioned backs. There are a variety of tables for different lifestyles and work needs, such as the 1.80 metre round table that with additional leaves can extend to 3.60 meters and transformable modules, beds, and wardrobes. Objects for living such as plates, vases bowls, glasses, and lamps, interpreted in the Armani aesthetic, play on the delicate balance between modifying space and detail to create a lifestyle.
In a unique collaboration, the lower ground level will feature Armani/Sony Gallery (900 square metres) offering the latest and most innovative Sony Audio, Video and IT products. A magical world of technology, sound and vision.
ART FOR ART
Contemporary art will also play an important part in Armani/Via Manzoni 31, displayed throughout the store to surprise and provoke, without being restricted to a classic exhibition space. Armani Arte will be an ongoing showcase for the works of young Italian artists, who will be able to choose the location and display techniques for their work in the store. The importance of the work of young italian artists is confirmed by the book Espresso, Art Now in Italy published by Electa and sponsored by Emporio Armani, which will be launched in the new space this coming autumn, inaugurating Armani Arte's first event.
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LOWER LEVEL
ARMANI/Sony Gallery
GROUND LEVEL
ARMANI/EMPORIO ARMANI
ARMANI/ARMANI JEANS
ARMANI/PERFUME
ARMANI/FLOWERS
ARMANI/EMPORIO ARMANI CAFFE' (bar)
ARMANI/NOBU (sushi bar)
FIRST LEVEL
ARMANI/ARMANI CASA
ARMANI/BOOKS
ARMANI/EMPORIO ARMANI CAFFE' (restaurant)
ARMANI/NOBU (restaurant)
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Contact:
Isabelle Clavarino
Giorgio Armani SpA
Tel: (39) 02.723181
Fax: (39) 02.72318450
more about this at http://www.armani-viamanzoni31.com
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