Giorgio Armani wanted to communicate the absolute essence of their brand in three-dimensional format in order to successfully compete in the unforgiving, ultra-competitive retail sector. I-AM were tasked with designing a range of concession retail formats, in a range of host locations, for Giorgio Armani’s cosmetics and fragrances.
Working closely with the team at L’Oréal, I-AM developed a set of distinctive visual elements and design language to reflect the qualities of the Giorgio Armani brand. I-AM visualised solutions
for each location, detailed these for construction and implemented them.
The work enabled Giorgio Armani to establish its position at the ‘prestige’ end of cosmetics and fragrance sector and to deliver strong sales performance. Through their simple yet distinctive design, the sites stand out among the confusion of department-store beauty halls.