Giorgio Armani
Developing an “industrial Armani” We were approached to help develop a packaging, signage, and merchandising program for A|X: Armani Exchange, a new division for the venerable house of Armani.
The approach was to be utilitarian in nature, inspired by the look of old Army PX facilities.
We created boxes featuring die-cut holes that suggest the industrial look of the stores. Shopping bags were sewn along the bottom in the style of fertilizer sacks, with handles made from clotheslines. (We take our inspirations wherever we can get them.) The packaging materials were made from custom-manufactured recycled papers in a time when such things were uncommon.
Large scale etched steel interior panels
We designed the Armani Jeans logo for the primary line of items to be showcased within the stores.
At the beginning of our work we were told, “Mr. Armani likes beige.” Understood.
The program was created in association with Armani’s advertising agency Weiss, Whitten, Carroll, Stagliano. Architects were Naomi Leff & Associates.
We were instrumental in the development of the prototype store and the rollout of the first 40 locations.
Designers
Alexander Isley
Alexander Knowlton
Tim Convery
Bruno Nesci
Agency
Weiss, Whitten,
Carroll, Stagliano
Recognition
ID Magazine Gold Award: Best of Category
Time Magazine “Best of the Year” designation
Collections
The Herb Lubalin Study Center
of Design and Typography
Special Collections Research Center
NC State University Libraries
Cooper-Hewitt
National Design Museum
Smithsonian Institution