PROJECT TYPE
STAND-ALONE STORE
CLIENT:
GIORGIO ARMANI spa
YEAR:
2013
LOCATION:
MADRID
PROJECT OVERVIEW
The project involved the development of a new Emporio Armani street-level boutique on Serrano Street in Madrid, one of the city’s most prestigious luxury retail avenues.
The objective was to reposition the brand within a higher market segment, introducing a contemporary interpretation of the Emporio Armani retail concept within a historic architectural context.
Located at Serrano Street 44, the boutique occupies a historic early-1900s building distributed over three levels. The project carefully balanced the introduction of a contemporary retail environment with the constraints of a protected architectural context, ensuring that all new vertical connections remained fully reversible. Following the renovation, the store recorded a 30% increase in foot traffic within the first three months and a 20% growth in sales, confirming the effectiveness of the new spatial layout and customer experience. The project was widely featured in leading fashion magazines, strengthening Emporio Armani’s presence within Madrid’s luxury retail landscape.
A retail space succeeds when architecture quietly amplifies the brand.
Andrea Bulgarella
Architect – Store Planning & Design
