A multifunctional penthouse showroom for Giorgio Armani’s U.S. operations, designed to reflect the brand’s sleek, luxurious aesthetic while accommodating fashion shows, events, and corporate functions.
This penthouse suite for Giorgio Armani’s American headquarters was conceived as a dynamic space capable of serving many roles: showroom, fashion show venue, corporate seminar hall, and exclusive party setting. Seamlessly blending functionality and elegance, the design reflects Armani’s signature style — sleek, reductive, and undeniably luxurious — while taking full advantage of dramatic skyline views and natural light.
The project required an extraordinary level of flexibility to meet a wide range of needs. The space had to transform effortlessly from a commercial showroom to an intimate entertainment venue, while maintaining a refined, cohesive atmosphere.
This versatility needed to be achieved without compromising the sophistication expected of the Armani brand, making the balance between practical functionality and luxurious design a central challenge.
A sculptural wood-and-glass staircase connects the penthouse showrooms to the existing corporate offices below, setting a striking first impression. To capture the expansive skyline views, two main showrooms — one dedicated to public relations and the other to corporate functions — were positioned parallel to the window walls.
The commercial showroom integrates advanced systems for partitions, lighting, sound, window shades, and projection, allowing the space to adapt to different programs with ease. Adjacent spaces, including a business center and professional kitchen, provide essential support for events and daily operations.
The public relations showroom was designed as an intimate enclave for hosting editors, celebrities, and VIP guests. It features a custom display and storage system, along with premium amenities such as a private bathroom with shower, a large dressing room, and an archive room.
Throughout the suite, a continuous luminescent ceiling and generous natural light create an ethereal glow, giving objects a weightless quality. Minimal detailing, a pale color palette, and refined materials reinforce Armani’s vision of understated luxury, resulting in a space that is as versatile as it is iconic.
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.
