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Figure 8.5
The interior of the futuristic Giorgio Armani store on New York's
Fifth Avenue, which was created to feature the best in contemporary design
and architecture, marks a departure from the consistency that has represented
the luxury retail landscape in the last decade. Such bold retail moves that
focus on aesthetics and atmosphere currently require being complemented
by technological innovation that boosts in-store shopping, interactivity and
merchandizing
of attention that could be likened to major box office premiers. Apart from
the line-up of celebrities including Victoria Beckham and Leonardo DiCapro,
also present was an official delegation of New York City Council including
the Mayor, Michael Bloomberg, the Chancellor of the New York City Board
of Education Joel Klein and Caroline Kennedy who spearheads the city's
Public Schools Fund. They all assisted in cutting the store opening ribbon.
Needless to say, this was as much a fashion event as a political and social one.
The megastore, which was conceived as a single, fluid space providing
uninterrupted inter-communication through shapes that are impossible to
categorize geometrically, is an architectural accomplishment and measures
43,000 square feet. It displays the brand's main Giorgio Armani collection
as well as those of the sub-brands Armani Exchange and Emporio Armani
over four levels and also houses a futuristic restaurant and a chocolate shop.
Such architectural extravagance can only be found in the luxury business,
irrespective of the state of the economy (see Figure 8.5). Other brands like
Louis Vuitton, Cartier and Gucci have also been known for spectacular store
architecture and opening extravaganza. When Louis Vuitton opened its Hong
Kong flagship in 2008, it was an all-night show-stopper featuring entertain-
ment that ranged from ballerina performances to a concert by Kanye West
and, when it opened its store in Bucharest, the Romanian Prime Minister
found time in his busy schedule to attend the ceremony. Gucci's New York
Fifth Avenue opening was an extravaganza of a party hosted by Madonna
and a line-up of celebrities.
The show, however, often continues beyond the store openings. Luxury stores
around the world are regarded as retail and entertainment cathedrals and
