A modern, luminous retail concept for Giorgio Armani, designed to showcase collections in open, light-filled spaces across flagship U.S. locations.
Commissioned by Giorgio Armani, S. Russell Groves developed a striking retail design concept applied to stores across the United States. The design emphasizes light, openness, and elegance, using architectural precision and luxurious materials to create a seamless shopping experience.
With thoughtful spatial planning and sophisticated detailing, the concept reflects Armani’s signature style — modern, timeless, and refined.
The goal was to design a retail concept that embodied Giorgio Armani’s brand identity while providing a flexible, functional environment for showcasing apparel and accessories.
The challenge lay in creating a layout that felt open and airy while also providing defined spaces for merchandise display. Visibility and flow were key considerations, with an emphasis on natural light and an uninterrupted visual connection from the exterior to the interior.
To achieve this vision, all service functions were located at the rear of the store, maximizing the open floor plan. The façade was constructed with frameless glass panels, offering completely unobstructed views into the space. Inside, backlit stainless steel walls support shelves and hanging fixtures, while low, linear wood and metal cabinets paired with frosted glass panels subtly define display zones without breaking up the central volume.
The material palette balances cool, sandblasted stainless steel with richly grained lauropretto wood and warm grey limestone flooring. White walls, backlit panels, and frosted glass bathe the store in diffused, inviting light, creating a sophisticated yet welcoming atmosphere. A signature backlit frosted glass wall anchors the rear of the store, becoming a dramatic focal point and reinforcing Armani’s commitment to modern elegance.
The Groves & Co. team doesn’t just design spaces—they create environments that tell a story. Their expertise and collaborative approach made the process seamless, and the end result is a space that inspires everyone who walks through our doors.
Working with Groves & Co. was a transformative experience. Their team brought our vision to life with such precision and artistry, creating a home that feels both elevated and deeply personal. Every detail was thoughtfully considered, and the final result surpassed our expectations.
