The store is part of a resurgence in the city, post pandemic
Emporio Armani has just returned to New York’s Soho with a new flagship store. Located at 134 Spring Street, in the goings on of art galleries, Soho-eque architecture, and luxury boutiques, it’s a reflection of the House of Armani’s cosmopolitan spirit.
The brand has had a busy summer. Mr. Armani turned eighty-nine in July. And following the wave of fashion brands that have partnered with hotels, hotel beach clubs, or restaurants across Europe and the US, the Armani brand has chosen to follow suit. Bagatelle, a French Mediterranean restaurant in St. Tropez is decked out in all things Giorgio Armani. While the film industry is down, fashion is robustly moving and Armani isn’t going to be left behind. With three main fashion lines to maintain, stores around the world including this new one in Soho, a hotel in Dubai’s Burj Khalifa, and partnerships, Mr. Armani is making eighty-nine look like twenty-nine. But back to this new store:.
“To me, Soho represents the very essence of New York, the relentless energy of the city that never sleeps and is constantly reinventing itself. A city on the rise once again after a few tough years. It is here, in the most authentic downtown, that style, ideas and creativity are born and intertwined, with an immediacy that is mirrored in its unmistakable architecture, now firmly etched into the collective imagination,” says Mr. Armani in notes unveiled by the House.
All on one level, the 20th century store’s street facing windows and entrance, as well as trompe l’oeil eagle design on the side of the building are enticing. At four-thousand plus square feet, this is the only flagship store for the label in the city. It was important for Armani to create a store that retains much of the original features, so working with a team of architects, they have achieved this. To do it they have kept original cast iron columns with their capitals, the dark oak flooring, exposed brick walls, and metal ceiling.
House collections are displayed in the center of the shopping space. Due to the setup, visitors can easily move around the store. In addition to fashion pieces, there are sections for eyewear, watches, and jewelry.
The AW23/34 ad campaign was photographed by Gregory Harris. In a set of black and white images, models are set against the Manhattan skyline. The campaign also pays homage to the Emporio Armani Magazine. “I return to this district with enthusiasm and newfound awareness. Never invasive, my new Emporio Armani shop fits seamlessly into the context, paying homage to the urban landscape and reflecting our unwavering commitment to sustainability,” states Armani.
With the opening of this new store, there is a special 90s inspired collection for sell, and only at this location. For men, a dinner jacket, and a reinterpreted coat and formal Prince of Wales suits are available. And for women, cocktail dresses decked out in sequins, as well as soft suits with defined shoulders are enticing to buy.