Armani’s revamped London store houses fashion and interiors under one roof

Giorgio Armani gets a fresh start in London, with a completely reworked 1,000 sq m retail space that brings together the Italian house’s fashion and home collections under one roof for the first time. Located on Sloane Street, the two adjoining but interconnected boutiques feature silk wallcoverings in a discreet palette mimicking the marble and onyx floors.
An eye-catching double-height entrance offers a glimpse into the full scale of the new space, which boasts bespoke light fittings and a light-framed staircase. The main floor of the fashion boutique is dedicated to fragrance, beauty, watches and eyewear, while womenswear is presented upstairs, and menswear (including a Made to Measure service) on the lower ground floor.
Next door, and seamlessly connected by a curved walkway that also doubles as a display area for the brand’s wallpapers, rugs and textile collections, is the Armani/Casa boutique. The store will also house the brand’s Interior Design Studio, which offers a full design service to both private customers and trade.
‘The balance of sophisticated materials, precious finishes and warm atmosphere is the leitmotif connecting the two environments,’ says Giorgio Armani, who has been directly involved in the design of the space, which he describes as a ‘studio where the client is invited to discover my lifestyle philosophy’.
This opening is an important new retail step for Armani, assembling fashion and interiors and joining the dots in a single destination, in a key location for the designer. ‘London is a lively, exciting, ever-changing city,’ he says. ‘It’s an ideal laboratory of future lifestyles, which never fails to inspire me.’
As originally featured in the April 2018 issue of Wallpaper* (W*229)
Menswear occupies the lower ground floor, as well as a Made to Measure service. Photography: Beppe Raso
Womenswear is presented upstairs, whilst fragrance, beauty, watches and eyewear is dedicated for the main level. Photography: Beppe Raso
Left, ‘Move’ vase, £144; ‘Elisir’ bowl, £95; ‘Elizabeth’ centrepiece, £1,440, all by Armani/Casa. Right, ‘Jingo’ table, £23,050; ‘Miya’ table lamp, £1,800; ‘Eagle’ paperweight, £279; ‘Hugo’ box, £1,251, all by Armani/Casa. Jacket, £900; shirt, £360; trousers, £630, all by Giorgio Armani. Photography: Alessandro Furchino Capria
The two adjoining boutiques are interconnected by a curved walkway. Photography: Beppe Raso
Silk wallcoverings reflect the discreet palette, mimicking the marble and onyx floors. Photography: Beppe Raso
INFORMATION
For more information, visit the Armani website and the Armani/Casa website
ADDRESS
37 Sloane Street
London SW1
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox.
Rosa Bertoli was born in Udine, Italy, and now lives in London. Since 2014, she has been the Design Editor of Wallpaper*, where she oversees design content for the print and online editions, as well as special editorial projects. Through her role at Wallpaper*, she has written extensively about all areas of design. Rosa has been speaker and moderator for various design talks and conferences including London Craft Week, Maison & Objet, The Italian Cultural Institute (London), Clippings, Zaha Hadid Design, Kartell and Frieze Art Fair. Rosa has been on judging panels for the Chart Architecture Award, the Dutch Design Awards and the DesignGuild Marks. She has written for numerous English and Italian language publications, and worked as a content and communication consultant for fashion and design brands.
-
Fluid workspaces: is the era of prescriptive office design over?
We discuss evolving workspaces and track the shape-shifting interiors of the 21st century. If options are what we’re after in office design, it looks like we’ve got them
By Ellie Stathaki Published
-
This collection of slow furniture is a powerful ode to time
A serene exhibition of David Dolcini's 'Time-made' collection has fast-tracked its place into our hearts and homes
By Ifeoluwa Adedeji Published
-
Is the Pragma P1 the most sustainable watch yet?
Geneva-based brand Pragma combines industrial design with real sustainable credentials
By Hannah Silver Published
-
Vans’ West End store turns skatepark, with a 200 sq m travertine ramp
Part store, part community hub, Vans West End in London ramps up its skateboarding credentials with a design by Andrea Caputo Studio
By Simon Mills Published
-
20 years of Dover Street Market’s transporting in-store installations, from giant elephants to soft toys
As Dover Street Market, Rei Kawakubo and Adrian Joffe’s radical London concept store, celebrates its 20th anniversary, we look back at ten of its most colourful installations, crafted alongside Simone Rocha, Jonathan Anderson, Martin Parr and more
By Orla Brennan Published
-
Alaïa’s secret new London café and bookstore is inspired by the art of hosting
Housed on the third floor of Alaïa’s London flagship, the intimate space – inspired by Azzedine Alaïa’s famed hospitality – includes a Violet Cakes bakery and a bookstore by Claire de Rouen
By Jack Moss Published
-
‘Music is in the DNA of the brand’: AV Vattev on creating this year’s loudest accessory
Rising London designer AV Vattev – who has recently outfitted Charli XCX and Troye Sivan for their viral ‘Sweat’ tour – talks about the influence of music on his ‘bold and unapologetic’ collections
By Jack Moss Published
-
APOC’s secret London pop-up is a curiosity shop of weird and wonderful fashion
Offbeat fashion emporium APOC’s London pop-up opens in time for the holiday season, offering the work of more than 70 avant-garde designers – most of which you won’t find elsewhere – in a secret location
By Mary Cleary Published
-
Paul Smith’s Claridge’s Christmas tree is a playful slice of ‘countryside in the centre of London’
Sir Paul Smith is the latest in a long line of fashion designers to curate the iconic Claridge’s Christmas tree. Here, he talks to Wallpaper* about the inspiration behind the tree, which features bird boxes and wooden animals
By Jack Moss Published
-
Tour Jacquemus’ new store, a serene Mediterranean escape in central London
Simon Porte Jacquemus has united with OMA on his latest store – a Meditteranean-inspired bolthole on London’s New Bond Street. Here, they talk Wallpaper* through the transporting space
By Jack Moss Published
-
The making of Loro Piana’s magical festive Harrods takeover, ‘The Workshop of Wonders’
Celebrating 100 years of Loro Piana, the Italian house has taken over Harrods in time for the festive season, spanning 36 transporting windows, two pop-ups and a raft of one-of-a-kind products which embrace the spirit of giving
By Jack Moss Published