The Armani Group announced the return of Emporio Armani to Soho with a new store at 134 Spring Street, in the heart of the historic Cast Iron District. The opening of the former store on West Broadway dates back to 2000. Soho, with its art galleries, typical architecture, international shopping and unconventional atmosphere, is still the ideal setting for the new space, which perfectly reflects the brand’s universal and cosmopolitan spirit.
The brand’s connection with the city of New York is reiterated in the new autumn 2023 advertising campaign shot by Gregory Harris: black-and-white photographs depict models against the backdrop of the Manhattan skyline and pay tribute to the iconic Emporio Armani Magazine.
“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. 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,” Giorgio Armani.
Set on one level, the flagship store boasts street-facing windows and entrance and covers a total area of 420 square metres. The flagship store – the only one in New York to date – is found in the fascinating context of an early twentieth-century building with unmistakable architectural style, including an eye-catching trompe l’oeil eagle design on the side of the building. With a view to respecting the existing architecture, Giorgio Armani, along with his team of architects, has designed a shop that retains many of the structure’s original features. This means that the brick walls, typical of the area, have been left exposed and the ornate metal ceiling, cast-iron columns with capitals and authentic dark oak floor have been preserved. At the back of the shop, a long skylight allows natural light to filter in, illuminating the large accessories area.
For the first time, collections are physically displayed in the centre of the space, underlining the idea of continuous evolution and dynamism so characteristic of the brand: high-impact thematic sets, with ad-hoc lighting, are regularly rearranged to embody the different themes of the collections and reinforce their messages. Furnishing elements are light and linear, such as the metal hangers that descend from the ceiling or the slender black metal shelves.
Customers can move freely around the light, stimulating and ever-changing space to explore the men’s and women’s clothing and accessories collections, complemented by a selection of watches, eyewear and jewellery, which are equally representative of an authentically contemporary lifestyle.
To celebrate the return of Emporio Armani, a special 90s-inspired collection sold exclusively at the Soho space includes a dinner jacket, coat and formal Prince of Wales suits reinterpreted in a contemporary key for men and, for women, cocktail dresses entirely covered in sequins and soft suits with defined shoulders.
Location
134 Spring Street New York, NY