Armani: «I’m bringing the spirit of A|X to Milan»

A new, major step in his Milan. Today Giorgio Armani opens his first Italian store dedicated to the A|X Armani exchange label, the largest and most representative one in Europe. The location chosen for the opening is Corso Vittorio Emanuele II, a few steps away from Piazza San Babila, to reiterate the inclusive and democratic spirit of the brand, launched in 1991 in New York. «Every project involving Milan has a special meaning to me. My world has no boundaries, but its center is here», Giorgio Armani, who with today's opening starts a week that will see him protagonist with the physical shows of Emporio Armani and Giorgio Armani on the occasion of Milano Moda Donna, pointed out.

The store, part of a building created by Giò Ponti and designed by the designer himself along with his team of architects, covers two levels for a total area of about 480 square meters, housing the collections of clothing and accessories for both men and women. Innovative systems and technologies such as large video walls, smart check-out and POS mobility enrich the shopping experience, while the connection with music is explored in an area dedicated to the presentation of special projects.

As anticipated in recent weeks (see MFF of November 16, 2021), again in the context of aggregation and a democratic spirit, the store team was dynamically selected, making the search public and open to the entire city, through a billboard activity and a social campaign, with the slogan I need you. «I opted for a democratic opening, on a Saturday, addressed to the public, without invitations, according to the spirit of the brand», Giorgio Armani himself explained in this interview for MFF, anticipating a program of openings that will involve Rome, Amsterdam, Berlin and London.

Why did it take a good 30 years to bring A|X Armani Exchange to Milan?
The time of this wait seems long, but from my point of view it is perfectly integrated with the growth and development of A|X. The project was born in New York, with the first store in Soho specifically, with a strongly urban spirit, amplified by an innovative shopping experience. What appeared to be a niche style, for a certain type of young consumer, became over the years a transgenerational and international way of being. This has made A|X one of the three pillars, the most dynamic one, of the Armani world. And since my world starts from Milan, it was the right time to give A|X a Milanese home, in a focal, open point, perfect to welcome it.

Today we can say that Milan truly hosts the complete Armani offer...
Yes, today the offer is complete, with a shopping map mirroring the spirit of each brand, from the Giorgio Armani’s discreet exclusivity in the heart of the Quadrilatero, to the concept store in Via Manzoni for the multifaceted world of Emporio Armani, to Corso Vittorio Emanuele for A|X. Obviously, the three lines have different targets, but I also imagine some overlapping, because today's world is transversal and contaminated, and this is a truly stimulating aspect.

How will you celebrate this opening?
I opted for a democratic opening, on a Saturday, addressed to the public, without invitations, according to the spirit of the brand and also because I do not think this is the time for big parties. Moreover, I would like to create the impression that A|X has always been there.

Are there any other openings planned in Italy?
We are fully expanding, in Italy as well as in Europe. The next planned openings are Rome, Amsterdam, Berlin and London in Regent Street.

How has the label evolved over the years and what does it represent in the Armani universe?
The brand has evolved over the years in terms of its offerings, focusing on transversality, inclusiveness, our core values from the beginning, aiming to bring the values of the Armani world to a younger audience, encouraging individual expression. The aim, however, is to convey openness to anyone who wants to approach this world full of energy and related to life in the metropolis, offering basic, versatile garments with a strong graphic identity, according to the Armani stylistic sign.

How much does it weigh on the Group's turnover and how is it growing?
The weight of A|X on our turnover is growing, also thanks to the strategy of planned openings.

After the Pitti event a few years ago, do you think that other special initiatives for the brand will be organized?
Absolutely. The immediate response to the current situation is in the nature of A|X, as well as unexpected choices. A|X for me is the purest expression of contemporary dynamism, and this is mirrored in the initiatives we organize.

How are you doing in terms of sports sponsorships? 
Basketball, with Olimpia Milano, is still our main focus for now, also in terms of inclusion in the urban fabric. Sport offers many concrete possibilities to convey the values in which I have always believed, reaching a very wide audience. (All rights reserved)