Armani, the luxury fashion house synonymous with Italian flair, is venturing into bold new territory – not with new styles or pioneering designs (those are a given), but by opening its first African Giorgio Armani boutique in Sandton City, Johannesburg.
An exclusive cocktail party held early in April and the presentation of the Giorgio Armani book, which showcases over 400 iconic images to witness the revolution that Giorgio Armani brought to the world of fashion, ensured that the boutique launched in style – in every sense of the word. Since work and life have always been one and the same for the legendary designer, the photographs in the book – chosen by Giorgio Armani himself – and accompanying text describe the designer’s way of creating fashion, his fondness for drawing and vision of the body, the excitement of fashion shows and his relationship with other creative industries, amongst so much more. It’s a story in which the opening of a first African boutique represents a new chapter.
The Giorgio Armani boutique, located in the new luxury Diamond Walk, was designed by Giorgio Armani and his team of architects and is entirely dedicated to women’s and men’s ready-to-wear and accessories collections. It’s a space that blends craftsmanship and modernity, perfectly complementing Armani’s iconic aesthetic. Materials used include silk georgette for the floors and pearl grey marmorino plaster for the walls. Black glass-topped teak tables and bamboo details in mirror-effect, satin-finished steel exude elegance, while the accessories ‘float’ on transparent shelves.
As the Armani Group’s retail network in Africa continues to grow, aficionados of the brand are able to shop with unparalleled ease. There is no doubt that while this may be the first Giorgio Armani boutique for the continent, it certainly isn’t the last.