Giorgio Armani has unveiled his vision for his latest store: « Massive » can’t even begin to describe the 43,000 square-foot space that will house all of the designer’s collections – from the mainline Emporio Armani and Giorgio Armani ranges to Armani Casa and Armani Jeans.

Set along New York’s trend setting Fifth Avenue, the space, which formerly housed Hugo Boss, will give its customers a “total experience” that will include an in –house restaurant.

Armani himself was actively involved in the design, which was realised by architects Doriana and Massimilano Fukas – the creative minds behind the brand’s Chater House and Ginza Tower concept stores in Hong Kong and Tokyo respectively.

The further up the building, the more selective and refined the choice of products become On the first floor, the Cosmetic area beckons, with its ultra sophisticated range of products with Crema Nera and the more sophisticated perfumes, followed by the area dedicated to Giorgio Armani and Emporio Armani shoes.

From here it is a short hop to Giorgio Armani, Fashion, Classics and Eveningwear, all for women. Following the pathway of the staircase and descending a few steps, the space is dedicated exclusively to the fashion section of the Emporio Armani line for men.

On the second floor, Emporio Armani, Giorgio Armani for men and Emporio Armani and Giorgio Armani shoes for men are displayed. This floor also houses Armani/Casa, offering a choice of objets; the space successfully evokes the huge Armani/Casa store in Soho. Nearby there is a small area dedicated to the delights of Armani/Dolci, the first retail area for this collection of delicacies to open in the USA.

On both the first and second level, two specific spaces have been conceived and reserved for a private VIP fitting room. From the Armani/Restaurant on the top floor, a fabulous view can be enjoyed – through an amber-colored filter – down Fifth Avenue, with Central Park in the background. A line of lighting on the ground leads to the entrance to the restaurant, emphasizing the sensuous curve of the wall.

The fifteen-year deal is worth an estimated $250 million, pennies for the Armani empire which is perhaps one of the most prestigious names in fashion.

Due to open on February 18, the huge store will carry an exclusive capsule collection of limited edition products inscribed with “Armani/5th Avenue” to celebrate its launch.