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February 12, 2025
The most recent high-profile residency on the Selfridges Nook Store on London’s Oxford Road is a giant title — Emporio Armani — which might be there till 9 March.
It’s yet one more transformation for what is likely one of the most in-demand areas on Europe’s busiest devoted buying thoroughfare. The Nook Store goes by way of a number of incarnation yearly, at occasions being all about rock ’n’ roll maximalism (such because the Rolling Stones and Elton John iterations) to extra calming experiential minimalism corresponding to this Armani residency.
The house is impressed by the label’s Milan idea retailer at Manzoni 31 and comes as Giorgio Armani celebrates his ninetieth yr with a collection of occasions and enterprise developments globally.
His Emporio label is having one thing of a second and the brand new pop-up blends its signature minimalism-with-a-twist. Suppose flowers, glass, concrete, bamboo, chrome, white lighting and full-height screens with marketing campaign imagery.
Product-wise, as of this week, customers can discover the SS25 ladies’s and males’s collections plus season-spanning denim, equipment, and a curated ebook provide. The Armani/Dolci by Guido Gobino high-quality goodies assortment can be out there, together with Armani/Dolci sizzling drinks and pastries.
The fit-out is clearly rigorously thought out and appears extra everlasting than many pop-ups, replicating the Emporio Armani fashion strongly and giving guests a superb motive to drop in.
