Armani’s new London boutique opens with fashion and home

Bespoke light fittings at the Armani/Casa London store

Armani’s new London boutique brings together fashion and home collections together for the first time. Photography: Beppe Raso

(Image credit: Beppe Raso)

By Rosa Bertoli

last updated 29 August 2022

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)

Armani menswear in the London store — Menswear occupies the lower ground floor, as well as a Made to Measure service. *Photography: Beppe Raso*

Armani womenswear in the London store — Womenswear is presented upstairs, whilst fragrance, beauty, watches and eyewear is dedicated for the main level. *Photography: Beppe Raso*

A range of tables, lamps, bowls, paperweights and clothing — 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*

Sloane Street Armani store — The two adjoining boutiques are interconnected by a curved walkway. *Photography: Beppe Raso*

Armani/Casa boutique in London — Silk wallcoverings reflect the discreet palette, mimicking the marble and onyx floors. *Photography: Beppe Raso*

INFORMATION

For more information, visit the Armani website (opens in new tab) and the Armani/Casa website (opens in new tab)

ADDRESS

37 Sloane Street
London SW1

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TOPICS

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.