Cosa fare a Milano - What to do

Milan, the new Armani exhibition for the fortieth anniversary of Emporio Armani

From September 24 to February 2022, on the occasion of the fortieth anniversary of Emporio Armani, Armani / Silos hosts the exhibition The way we are.

The exhibition

The exhibition, personally curated by Giorgio Armani, which transforms the aggregative spirit of Emporio Armani into a unique experience, summarizing, without nostalgia, four decades of an avant-garde and transversal marchio. Conceived as a three hundred and sixty-degree raid on the spaces of the Silos, the exhibition is a real manifesto, to be experienced and to be explored. The poster says “An Emporium has no boundaries, of time and space. An Emporium is a container, an encyclopedia, an algorithm. An Emporium contains everything, for everyone, at all times. An Emporium has no schemes. Emporio Armani is all this, in the sign of the eagle. It's here, now, right now, today, anyway. It is me, you, us, you, all the same because they are all different. Free. It is concreteness and imagination. It's EA. ”

The story

Emporio Armani started in 1981 with a specific program – moda for everyone, with the Armani imprint – but without a manifesto. It wasn't necessary. This exhibition is therefore an ex post manifesto: an action plan, which derives from the spirit of what has been. And the spirit itself is the central element: the exhibition makes it tangible, practicable, offers it to all senses, in all senses. Mixing meaningful garments and accessories with the unique imagery and iconography created over the years, the history of Milan with the pages of Emporio Armani Magazine.

The spaces of the Silos are invaded by giant monumental dimension has always been the key to marchio communication; the cells are covered with moodboards, videos, dresses. The viewer is both the recipient of the poster and part of it: he crosses it and explores it, and then sees it materialized through objects, photos, films, emotions, in every room. As programmatic, the manifesto has no time: it goes beyond and unites the decades. It happens now, and it comes to life through the always unique experience of those who visit the exhibition. “Emporio Armani was born in 1981 – ahead of its time. I imagined it as a line with which to experiment, capturing new trends and proposing a democratic moda, a container in which everyone can find something and make it their own, interpreting it in a personal way. Today it represents the transversal and dynamic declination of my concept of style and has not lost the initial spirit of individuality and aggregation, of research and freedom. These are the values ​​I wanted to emphasize with this exhibition, because Emporio has always been a marchio strongly anchored to the contemporary, which reflects the energy and vitality of the metropolis, capturing their rhythm and offering an experience made of clothes, accessories. and ideas “commented Giorgio Armani.

With this exhibition, Giorgio Armani supports projects dedicated to education and aimed at combating early school leaving of Save the Children, the international organization that deals with defend the rights and interests of children around the world.


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