The Armani Group has just opened its largest A|X Armani Exchange store in Europe. The flagship has opened in Milan within Milan Fashion Week in February 2022. The choice to open its first Italian store in Corso Vittorio Emanuele II, a key shopping location and a multigenerational social destination in Milan's city center, wants to underline the brand’s inclusive and democratic spirit.
The store team itself was selected via a dynamic recruiting process that was made public and open to the entire city, through a wild posting and a social campaign developed around the slogan “I need you”.
The store was designed by Giorgio Armani and his team of architects and fits into part of a building designed by Gio Ponti. It is characterized by a minimalistic design, despite it strikes passers-by for its corner façade and its three large windows adorned with the illuminated letters A and X.
The entire project was designed to reduce its environmental impact, from the selection of materials and finishes to the coverings and lighting. From metal to glass, the chosen materials can be easily disassembled, reused and recycled. The ceramics are produced employing a percentage of recycled material ranging from 20 to 40%. The wood and the coverings come from certified FSC (Forest Stewardship Council) forests. The lighting system, designed to limit waste, features the latest LED technology. Avant-garde systems and technology aim to make the shopping experience more unique, with large-scale video walls and Smart Checkout and POS mobility for smoother payment. A space at the street-level floor is now welcoming consumers willing to win gadgets and freebies through an interactive game, while in the future it will host various young music artists’ performances and special projects.
Since 2021, A|X operates globally through all distribution channels with a network composed of 2,850 sales points around the world, of which 347 are single-brand. Geographically speaking, the business is now consolidated on the American continent and seeing constant growth in Europe and new opportunities in Asia. Today the brand is selling through new important single-brand stores in high-impact locations including Tokyo and Cologne. After the opening of the Milan flagship store in 2022, new stores will be inaugurated in Rome, Amsterdam, Berlin and London’s Regent Street by the end of the year.