ARMANI SILOS – A SPACE DEDICATED TO THE FORTY YEARS OF THE CAREER OF THE STYLIST GIORGIO ARMANI

With the opening of the flagship store dedicated to furniture in the city of Milan and of the many cafés and restaurants scattered throughout the most luxurious capitals in the world, Armani is no longer exclusively synonymous with style and elegance in the clothing sector, but it has more and more broadened their horizons towards new logics of expressing the quality of its product.

In the spring of 2015, the founding father of the fashion house, Giorgio Armani, decides to return to his origins and dedicate an entire exhibition space to collect forty years of career and experience in the men's and women's clothing sector. Thus was born the Armani Silos, a true mausoleum on four floors in which 600 garments and more than 200 accessories from the Giorgio Armani collection from 1980 to today are displayed.

located in via Bergognone 40 in Milan, the building, architecturally simple and regular, was built in 1950 as a warehouse for the collection of grain and the conservation of products intended for food and the name Silos was kept by the same stylist who has always maintained that "Dressing, like food, it is needed to live."

The ground floor houses a large space reserved for temporary exhibitions. Until the end of July 2018 it will be possible to admire the exhibition 'Imaginary Stories' by the transformist photographer Paolo Ventura which exhibits an important group of works, including over one hundred photographs, sets, objects and installations that represent his evolutionary path.

Il the rest of the floors are instead dedicated to the display of designer Armani's garments which are arranged following a thematic order.

Androgynous, The first floor hosts the creations that are characterized by a simple and pure style with neutral colors and the choice of lines that recall masculine elegance while maintaining the softness of the feminine trait. The strong pieces of this section are the jacket and the suit.

Distant ethnic groups, the second floor hosts garments with an oriental flavor and draws inspiration from India, Africa, China, Japan, Persia, Arabia, Syria and Polynesia which bring with them brighter colors and decorated fabrics which translate into garments with an unmistakably oriental style.

Hollywood stars, the top floor is instead dedicated to hosting garments influenced by the world of overseas cinema and entertainment, displaying long dresses covered in sequins and diamonds.

The Armani Silos is not just an exhibition space; inside there is in fact a small one gift shop on the ground floor and a cafe open only to visitors where they can stop for a break and enjoy some carefully chosen dishes in complete harmony with the season and the latest trends in the Armani gastronomic panorama. On the top floor, however, the space hosts a real digital archive in which visitors can have the opportunity to enjoy a multimedia space by interacting with horizontal screens or enjoy the projection of small film clips by lingering in a dedicated area.

Armani Silos is a real cultural space where especially young talents can gather inspiration and closely study stylistic techniques and their evolution over time. Furthermore, from November to December 2018 the second edition of theArmani/Laboratory,
a path of cinematographic training, intensive and free, dedicated to young creatives in the process of specializing which sees the collaboration of professionals who will provide theoretical lessons and experience in the field.

For Giorgio Armani, therefore, the creation of the Armani Silos represented a way to look at the work carried out over the years and reflect on the role of fashion in the past and therefore try to imagine where this stylistic path could arrive in the future.

OPENING HOURS: Thursday and Saturday: from 11.00 to 21.00. Wednesday, Friday and Sunday: from 11.00 to 19.00

FEES: 12 Euros. Every first Sunday of the month, Armani/Silos joins the initiative Sunday At the Museum which provides free entry for visitors.

Marina Branchi, born in 1991. A degree in international relations from the University of Bologna. She has two great passions: writing and contemporary dance. She created a blog all by herself whatbolleincup.

On Instagram @cosabolleintazza.