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Armani/Casa goes full steam ahead at the Salone del Mobile fair
Armani/Casa will hold its first special installation at Armani/Silos, the Giorgio Armani museum. In 2020, the Italian fashion group wanted to celebrate the 20th anniversary of its home line in style. But the pandemic decided otherwise, postponing the festivities to Milano Design Week 2022. This will be an opportunity to look back at the brand's designs over the past two decades, which have not ceased to evolve.
In celebration of the event, the maison organized an immersive exhibition, setting up eight distinct spaces centered around the different inspirations that have mainly characterized Armani’s furniture collections, such as oriental art from China to Japan, the Art Deco era of the 1930s, travel, movement and water, and the world of nature and animals. Each space, immersed in subdued lighting with a digital backdrop of changing landscapes, features some of Armani/Casa's iconic pieces as well as new designs.
Particularly noteworthy are the research works on materials and tactile or even visual sensations. From the rough texture of shagreen, reproduced in leather covering a desk, to a mosaic table made of wood, marble, quartz and mother-of-pearl, to the lacquered surface of one of the pieces of furniture and the light nature of bamboo.
Armani/Casa, which has been selling furniture, lamps, upholstery, fabrics, carpets and textiles since 2000, has expanded to offer a complete home line that includes kitchens, bathrooms and wallpaper. The line is present in 29 countries through 40 stores with an average surface area of 300 square meters, seven of which are directly operated (Milan, Paris, London, Tokyo and three in the United States). According to the company, two new stores in China and another two in Europe are under development.
The line has grown over the years and now employs about 100 people. Since 2004, the Armani/Casa interior design studio has also been offering private clients and real estate developers a complete interior design consultancy service, from conceptual creation, under the artistic direction of Giorgio Armani, to overseeing project execution.
The Armani/Casa line has completed several luxury residential projects, notably in Miami, London, Beijing, Tel Aviv, Manila, Mumbai and Istanbul and has also been involved in the development of Armani hotels. The group has opened two hotels in Milan and Dubai and has recently announced a third project near Riyadh, Saudi Arabia, while considering other ventures.
The group relies on a skilled network of craftsmen based in Italy to produce its furniture line. Over the past two years, the company has seen, like the market as a whole, a return of high-end customers to home products. This trend has worked to Armani/Casa's advantage, with double-digit growth in almost all its markets and remarkable sales growth in the United States, which has become its main market.
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