Armani Group announced the opening of the first Armani Jeans store in London. Located at Westfield Stratford City, London’s new shopping centre, the freestanding Armani Jeans store covers over 350sqm on one floor, making it the largest Armani Jeans store in the world.

Armani Jeans expresses Giorgio Armani’s vision of a young, casual, modern and on-trend style through a collection that goes beyond denim to offer all types of fashion for men and women. The collection ranges from basic pieces – shirts, jeans and chinos – to more fashionable items like jackets, dresses and skirts. Importantly, many pieces are produced in fabrics, or using special washes, that are designed to help safeguard the environment.

The store will also offer Emporio Armani’s EA7 range, as well as Emporio Armani Watches, Eyewear, Underwear and fragrances.

The design concept for this Armani Jeans store has been developed exclusively for the Westfield Stratford City location:

A suspended ceiling of grey expanded metal sheeting will provide the technical platform within which all special installations and technological systems will be housed; the perimeter panelings, also in expanded-metal sheeting, will be vertical display elements that are totally flexible thanks to the presence of rear racks. The flooring will be in resin, with black lines recalling the markings on a playing field. The store will essentially be a giant box, which on two sides will have floor-to-ceiling glass facing the primary pedestrian walkways of the centre – the place will feel like a huge metropolitan playground. Meanwhile, floating central red fittings with shiny steel supports and linear surfaces will be the dynamic heart of the space.

The exclusive distribution network of the Group comprises 650 stores worldwide (directly owned and freestanding third-party): 87 Giorgio Armani boutiques, 2 Giorgio Armani Accessory boutiques,196 Emporio Armani stores, 33 Armani Collezioni stores, 202 A/X Armani Exchange stores, 21 AJ Armani Jeans stores, 12 Armani Junior stores and 29 Armani/Casa stores, in 46 countries.