London, 11th February – When he launched Emporio Armani over 40 years ago, Giorgio Armani brought a strong dynamic and urban quality to the world of fashion with the brand’s emphasis on relaxed denim, innovative designs, and accessible luxury. Today, Emporio Armani unveils its latest immersive experience at the Selfridges Corner Shop, combining contemporary design and Italian elegance in a unique retail environment.
At the heart of this exclusive showcase is an edited selection from the Emporio Armani Spring/Summer 2025 collection for men and women which includes transitional wintery denim, day-to-night essentials, Icon pieces, pre-spring menswear, and accessories that embody modern sophistication. Each piece reflects the effortless style and versatility that Emporio Armani is known for.
The new space is inspired by the Emporio Armani concept store in Milan. A neutral palette of natural materials—glass, mirror, concrete, and chrome—provides a subtle yet impactful touch to the environment. Soft textures, brushed reflections, and transparencies call for exploration, while integrated lighting and video screens add warmth and depth to the design. The layout was conceived to encourage guests to meander, with areas dedicated to each category.
Complementing the fashion section is the Armani/Fiori installation, where sculptural bouquets showcase the brand’s take on the artistry of composing floral arrangements. The Armani/Dolci area is another highlight, serving sweets and hot drinks all day long, as well as offering the Armani/Dolci by Guido Gobino collection, stemming from the ongoing collaboration with Guido Gobino, award-winning Italian artisanal chocolatier. The varied collection includes assorted Giandujottini, pralines and chocolate disks.
Adding to the experience is a curated Armani/Libri selection featuring celebrated works such as Icons of Style and Gio Ponti e Milano. This carefully chosen collection invites to a full immersion into the world of fashion, design and architecture, adding a cultural element to the Corner Shop.
From today, it is now possible to discover the distinct style of the Emporio Armani universe at the Selfridges Corner Shop.
