A rendering of Armani/5th Avenue.

For his new megaflagship on New York’s Fifth Avenue, Giorgio Armani took his cue from the high-low mix currently dominating fashion. The 43,000-square-foot store, set to open in mid-February, offers the entire world of Armani: his namesake designer collection, the Emporio Armani bridge line, denim brand Armani Jeans, activewear label EA7, Armani/Casa and Giorgio Armani Beauty. “Armani/5th Avenue represents a new way of merchandising,” the designer explained. “Apparel and accessories are sold the way customers actually like to shop these days, mixing a jean with a Giorgio Armani jacket and a pair of Emporio Armani shoes.”


Exclusive cell phone charms.

With interiors designed by architects Doriana and Massimiliano Fuksas, the four-level boutique has curved walls and a sculptural grand staircase. Shoppers will find plenty of products exclusive to the store, from $95 cell phone charms featuring the New York and Milan subway maps to a limited-edition crocodile hobo bag for $34,000.

An Armani/Dolci line of chocolates, teas, jams and other sweets will be available, and for those who work up an appetite while shopping, a top-floor restaurant and bar with Central Park views will serve modern Italian cuisine, naturalmente.