The Emporium of the Senses and Multi-label Retailing: The Case of Armani/Ginza
Author: Potvin, John
Source: The Senses and Society, 1 July 2012, vol. 7, no. 2, pp. 236-250(15)
Abstract:In 2000 designer Giorgio Armani opened the doors to a behemoth mega-store in Milan on via Manzoni, an architectural paean to the power of the fashion industry's everexpanding forms of leisure and entertainment. Four other similar boutiques have since opened around the world. This article explores his most complete lifestyle emporium in Tokyo, a thirteen-story high-rise devoted to leisure, shopping and the care of the body's every needs. In the Armani/Ginza Tower every sense is activated, cared for, and trained within a retail environment that attempts to bridge a designer's desire to forge a cohesive aesthetic (brand) identity while at the same time fulfilling the needs of and responding to the idiosyncrasies of a local culture.
Document Type: Research Article