ARRIVATO! EMPORIO ARMANI LANDS AT THE CORNER SHOP
Discover the SS25 collection alongside a curated library, café and florist. 10 February–8 March 2025.
What does it mean to dress well? To live well? If one man knows the answer, it’s Giorgio Armani. His empire of fashion, interior design, floristry, fragrance and food is built on refinement, elegance and luxury. And what started off, back in 1975, as a proposal for a new way of dressing, has become a whole lifestyle.
For the Armani brand’s 50th birthday, we’ve brought that way of living to The Corner Shop. Join us there to shop the SS25 Emporio Armani collection, eat chocolates at the Armani café, smell the floristry and flick through a library curated with specialist books. How would the Mr Armani enjoy the space? He tells us below.
“WHAT I HOPE TO CONVEY WITH THIS CORNER SHOP IS THE CONCEPT OF AN ARMANI LIFESTYLE, CONSTANTLY MAINTAINING AN IDEA OF A NATURAL, AUTHENTIC STYLE, WITH THE PERSON ALWAYS AT THE CENTRE.”
– Giorgio Armani
RELAX INTO IT: EMPORIO ARMANI
Emporio Armani is the younger of Giorgio Armani’s labels, with a dynamic design DNA that fuses past and present. At The Corner Shop, highlights from its SS25 collection include the brand’s signature, relaxed tailoring and classic, loose-fit denim, alongside lightweight jackets, elegant wide-legged velour trousers and oversized shirting that will help you get the transeasonal months right.
EMPORIO ARMANI – Rhinestone-Embellished Wide-Leg Denim Jeans
EMPORIO ARMANI – Single-Breasted Rhinestone-Embellished Denim Blazer
EMPORIO ARMANI – Foiled-Branding Leather Shoulder Bag
EMPORIO ARMANI – Single-Breasted Lapel-Free Woven Blazer
EMPORIO ARMANI – Western Leather Clutch Bag
“TO CREATE SOMETHING OF LASTING VALUE, IT MUST RESPOND TO A PRECISE AESTHETIC MODEL BASED ON ELEGANCE, QUALITY AND COMFORT.”
– Giorgio Armani
EMPORIO ARMANI – Single-breasted internal-panel regular-fit wool-blend blazer
EMPORIO ARMANI – Ribbed velour tapered-leg relaxed-fit cotton-blend trousers
EMPORIO ARMANI – Velour two-zip-pockets regular-fit cotton-blend jacket
EMPORIO ARMANI – Wide-Leg Relaxed-Fit Jeans
EMPORIO ARMANI – Logo-Embroidered Short-Sleeve Stretch-Jersey Polo Shirt
THE ARMANI LIFESTYLE
Inspired by Armani’s Milan store, The Corner Shop is all about Italian refinement. Our Armani Fiori installation showcases the brand’s artful take on floral arrangement. At the Armani café, you can enjoy fresh coffee and shop the Armani/Dolci chocolates, made in collaboration with award-winning artisanal chocolatier Guido Gobino. And for reading material, browse the Armani Libri, featuring celebrated works such as Icons of Style and Gio Ponti e Milano among volumes on art, architecture, fashion, music and design.
HOW TO LIVE LIKE ARMANI
We hear it from the designer himself...
Armani is a lifestyle. Tell us about your philosophy.
“It is one in which many different elements come together, united by a single vision and aesthetic. Whether it is a garment, a room or a design object, the approach is always focussed on elegance, comfort and refinement, to create objects that reflect the character and style of those who choose them.”
We’re celebrating Armani at The Corner Shop, bringing together fashion, flowers, books and more. Firstly, what do you think of the space?
“What I hope to convey with this Corner Shop is the concept of an Armani lifestyle, constantly maintaining an idea of a natural, authentic style, with the person always at the centre.”
And can you tell us…
Your favourite flower?
“Not one, but many. I like lotus flowers, which are so rare, and mysterious orchids. Then there are the flowers I love for their scent, like the peonies, jasmine and roses that bloom in my garden in Broni. Or the frangipani, lemongrass and rosemary of [Italian island] Pantelleria, which give off the typical scent of a hot summer.”
The book you recommend to everyone.
“It would have to be The Little Prince by Antoine de Saint-Exupéry. I like it because of the apparent simplicity and naturalness with which the author speaks great truths, without embellishment, but with a heartfelt emotional tone.”
The Armani/Dolci chocolate you pick first.
“I have a weakness for dark chocolate.”
If we only buy one Armani piece from The Corner Shop, what should it be?
“I would say a jacket, which for me is the building block of any wardrobe – for men and for women. And probably my work with this piece is probably the thing I am best known for, and it is among the things I am most proud of.”
What does elegance mean to you?
“For me, elegance is a disposition of the spirit that is reflected outwardly: something profound that is echoed in a manner of dressing, but also in the choice of an object.”
Armani is associated with timelessness. How do you achieve timeless style?
“To create something of lasting value, it must respond to a precise aesthetic model based on elegance, quality and comfort. To me, this is timeless: an aesthetic not tied to any specific moment, and certainly not trying to chase what is considered current.”
How do you want people to feel in Armani?
“People should be able to look smart and feel comfortable at the same time. And they should feel at their best.”
An Italian adage you live by…
“I stick to the classic Latin adage: healthy mind in healthy body (mens sana in corpore sano).”
Emporio Armani at The Corner Shop is open from 10 February to 8 March.
Space photography by Tim Charles.
ABOUT THE CORNER SHOP
The Corner Shop is our permanent pop-up space, housed in the Selfridges London flagship. As a place for creativity and collaboration, The Corner Shop hosts a rotating line-up of imaginative retail concepts and innovations.
