Armani fiori, libri e dolci

In February 2025, Emporio Armani unveiled an immersive pop-up boutique at Selfridges' Corner Shop on Oxford Street, London, offering a rich blend of fashion, design, and Italian elegance.

A Fusion of Fashion and Art

The pop-up showcased Emporio Armani's Spring-Summer 2025 collection, featuring transitional denim pieces, day-to-night essentials, and iconic designs. The space's architecture drew inspiration from Armani's Milan flagship store, combining materials such as glass, concrete, bamboo, and chrome to create a modern yet inviting atmosphere.

Fiori

Central to the boutique was the Armani Fiori installation, where floral arrangements inspired by Japanese Ikebana art added vibrant color and organic forms to the minimalist setting. A striking bamboo structure adorned with red anthurium flowers greeted visitors, exemplifying Armani's dedication to harmonizing nature and design. The flowers changed every week, with each week having a different colour theme.

Libri

The Armani Libri section offered a curated selection of books on fashion, design, and architecture, allowing visitors to dive into the creative stimuli that influence Armani's aesthetic. Notable titles included Stefano Boeri's "Gio Ponti e Milano" and Josh Sims' "Icons of Style," providing insight into the broader cultural context of the brand.

Dolci

For those with a sweet tooth, the Armani Dolci area featured chocolates crafted by renowned chocolatier Guido Gobino. Visitors could savor pralines, chocolate discs, and traditional Giandujotto, accompanied by hot beverages, offering a delightful pause amidst shopping.

A lifestyle experience

With luxury slowdown concerns, more and more brands embrace the lipstick moment. However, Emporio Armani's pop-up at Selfridges was more than a retail space; it was a curated journey through fashion, art, literature, and gastronomy.

By integrating these diverse elements, the boutique provided visitors with a holistic experience that celebrated the brand's commitment to elegance and innovation.