Emporio Armani Takes Over the Selfridges Corner Shop
Where can you find a taste of la dolce vita in London? Throughout February, get a dose of it in Selfridges Corner Shop (that eye-squinting yellow branding evocative of Italian sunshine) as Emporio Armani is the next brand to take it over.
Inspiration for the pop-up comes from the label’s concept store in Milan, which reopened last September after a futuristic refurb. In this British base, expect to find parallel design features – like slabs of concrete and lashings of chrome – that highlight the different sections within the space.
In true Italian fashion, the Armani/Dolci area serves as a mid-afternoon pick-me-up, with hot drinks, sweets and chocolates from award-winning chocolatier Guido Gobino. Enjoy it while perusing the selection of books in the Armani/Libra, which include Milanese architecture bible, Gio Ponti e Milano and fashion opus, Icons of Style. The Armani/Fiori floral installation shows off the brand's creativity in the botanical field.
Of course, the main attraction are the clothes, where spring/summer ’25 denim, day-to-night essentials and the brand’s Icon pieces populate the space. The prime uniform for the good life, we say.
The Emporio Armani pop-up will run from 11th February for one month.
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