A|X Armani Exchange is celebrating its 30th anniversary in a big way: opening a new store in Milan, its biggest flagship store in Europe. The store is located in the Corso Vittorio Emanuele II, an area known for luxury shopping and high quality restaurants just a few minutes away from the Duomo, and culturally diverse in age, origin, and interest.

The space, carefully crafted by Giorgio Armani and his ensemble of architects, fits comfortably into a corner façade and boasts three large windows with eye-catching displays and the letters A and X illuminated above. An environmentally-friendly endeavor, the materials utilized are easily reusable and recyclable. Ceramics are made from a substantial percentage of recycled materials, and the wood and coverings are drawn from certified Forest  Stewardship Council forests. A two-story experience, the shop is neutral and minimal, with oak slats stretching from floor to ceiling.

Exposed electrical installations adorn the ceiling, adding an industrial feel, and stairs are made of glass. Modern technology contributes LED screens and video-walls, with Smart Checkout easy shopping. Armani’s minimal, luxurious feel is echoed in this new, striking storefront. “Any project that involves Milan has special meaning for me,” commented Giorgio Armani. “My world has no bounds but its centre is here.”