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"I want there to be a sense of discovery and surprise every fifteen meters throughout the store," says Giorgio Armani of his new three-story mega complex, located on Via Manzoni, which opened on October 5. Housed in a former insurance building at the northern end of the city's "golden triangle" shopping streets, it boasts everything from Emporio Armani clothes and fragrances to Armani Casa home goods to an Italian outpost of the famed Nobu sushi restaurant.
And it's sure to delight. Indeed, the 86,114-square-foot Emporio Armani extravaganza plays to the senses. The store's first and second floors intersect into a kind of internal street, and light floods in through two central atria. Inside, the Emporio Armani Donna store has Plexiglas changing rooms, etched-glass walls with suspended graphic panels, and LED wall displays ticking off a stream of messages. Hangers in the Uomo space rotate on a panel, creating a kind of living tableau of clothes, and the Jeans shop presents itself as a high-tech gym space, with zinc-plated tubes as clothing racks and changing rooms shaped like tents. On the second floor there is a small bookshop and a loftlike space displaying the Casa home collections. In the basement a Sony shop carries audio, video, and information technology products.
And customers will not go away hungry because there's the 90-seat Nobu restaurant and a café serving Mediterranean food. 31 Via Manzoni, Milan; www.giorgioarmani.com.