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Godfrey Deeny Published
September 23, 2025
In a double eco-conscious whammy, Giorgio Armani unveiled his newly revamped Emporio flagship in Milan, and announced plans to help bankroll a new Green Circle tram line in the city.
The ever-industrious Giorgio also managed to stage a bold new Emporio runway show and fete that with a late-night party in a busy week.
His newly refurbished Emporio emporium is in a listed Rationalist-era block on via Manzoni that also contains an Emporio Armani Ristorante & Caffè, Nobu Milano, Armani Hotel and the Armani/Privé club.
“My relationship with this city never stops evolving. When, more than twenty years ago now, I opened Emporio Armani on Milan’s Via Manzoni, calling it Armani/Manzoni 31 at the time, this was a rather austere spot on the outermost street of the quadrilateral. The space soon became a key gathering point for Milanese locals and visitors alike,” recalled Armani.
However, where Armani shows are often staged in black boxes, this new Emporio store is light filled thanks to large open shop floor windows. Moreover, Giorgio’s love of non-colors is apparent in the main walls – palest cement – albeit leavened with wall hangings and high-tech LED screens – showing campaigns, ads and runway moments.
“After all this time, I thought the moment had come to update the design, using new technology and opening the windows to emphasize the dialogue between inside and out,” explained Giorgio Armani.
Floors are made of eco-resin; tables are made of transparent glass; mirrored video parallelepipeds are throughout suggesting mobility and weightlessness.
The new boutique also seamlessly bleeds into the Emporio Armani Ristorante & Caffè and Armani/Dolci. While customers can also enjoy shopping for Armani beauty and fragrances, Armani/Libri, and Armani/Fiori in their original locations.
The 90-year-old designer feted the re-opening throughout Milan Fashion Week, stationing an electric Ape Car, offering gifts to passersby and information on his support for Milano Green Circle. A project for the re-naturalization of the 90/91 tram line route, supported by the Armani Group in collaboration with Forestami and the Municipality of Milan. Its goal: to plant 350 new trees and over 60,000 perennial shrubs and grasses along the route.