Armani/Silos – Armani’s Milan Art Fashion Space
The entrance to the fashion art space
I almost missed this one! I had absolutely no idea about the existence of Giorgio Armani's Armani/Silos art fashion space and learned it two days before leaving Milan. Well, thank you, Universe – it was worth making the trip during one of the hottest European (= where’s the AC???) summer days.
To me this is another perfect example of a luxury brand space where you might enter without really being able to pinpoint how it’s different from the others and you leave with a VERY CLEAR image. The Armani Instagram about section reads ‘minimalist silhouettes, maximal elegance’ and all I can say is – yes, now I know for sure.
So – what did I learn from this trip?
THREE KEY POINTS: BRAND MANAGEMENT, BRAND MANAGEMENT, BRAND MANAGEMENT – I was ever confused about what brand management means (and the current events within the luxury brand landscape aren’t helping) – brands like Armani make the concept seem simple through flawless execution; brand identity, the backbone of everything that happens around it, is defined with surgeon-like precision and so every single action is taken with a perfectly defined ‘why’ echoing through it to make it easy for us to say what the brand is or isn’t (at this point I’m doubting that Mr. Armani ever went through the turbulence that is puberty with how unwavering his sense of style seems to be)
PARTNER WITH THOSE THAT TRULY GET YOU – the temporary exhibiton Aldo Fallai for Giorgio Armani, 1977 – 2021 showcases approximately 250 images of ‘almost 30 years of uninterrupted artistic dialogue between Giorgio Armani and Aldo Fallai’ – the Florentine photographer living and working in Milan; yes – Fallai photographed Armani looks, but to me he did more than that – he expressed the Armani spirit by capturing undeniable beauty, youth, vitality, elegance, and highighting clean cuts and angles; also, I need to say – whoever designed the space for the exhibition with the semi-transparent black fabrics used to build display walls, placed against rough concrete walls – you are a genius
INNOVATION DOESN’T HAVE TO BE LOUD, IT CAN BE SIMPLE BUT SHOULD COMPLEMENT YOUR VISION – yes, there is a digital archive with screens to browse looks, but to me the biggest innovation visible in the space comes from creative use of things that have long existed – a computer room where you can basically study the brand (I’m sure this helped more than one fashion student complete their university assignment), the cinema where you can sit down and watch clips of old and new creative campaigns, but most importantly – to highlight the Armani silhouette – the top two floors hosting all possible Armani looks created over the decades don’t use mannequins as we know them; instead, they’re empty casts created to fit the exact garments they’re showcasing and allowing us to focus only on that – I was fascinated by the simple yet genius decision
Digital archive with table screens
Digital assets available for view
Digital archive computer room
Cinema playing clips of creative advertisements
CREATIVITY SHINING THROUGH EVERY DECISION – the whole building says ‘Armani’ – the architecture, the walls and stairs, the materials and textiles used to furbish the interiors, it just exudes sophisticated elegance sprinkled with tasteful sex appeal
PAYING TRIBUTE TO YOUR INSPIRATIONS – Indian, Asian, African, and Arab cultures have always inspired European creativity and it feels good to see that recognition is given where it’s due – full rooms are dedicated to themed looks, with one-colored walls and music amplifying the atmosphere
The one thing that I wish had been done but wasn’t – there are no art books, nothing for the temporary nor permanent collections and it makes absolutely no sense to me given how much effort was put into creating the space. I hope someone rectifies this mistake because there would be a long line of customers waiting to buy it –me and the young man working in the memorablia store included!
