On April 30th, 2015, Giorgio Armani opened Armani Silos in Milan’s Via Bergognone 40 to mark 40 years of his career.

A brief history of the Armani Silos exhibit

Armani Silos is a permanent exhibition conceived by Giorgio Armani and was launched in 2015. As visitors explore four floors, they can find the designer’s works ranging from those from the 20th to 21st century. The main concepts are the androgynous style, far away ethnicities and Hollywood stars. Moreover, the space contains temporary exhibits, a glamor digital archive, a voyage-themed area, a book shop and a café.

To clarify what the part “Silos” stands for, Giorgio Armani himself gives an easy definition for that, stating: “I decided to call it Silos because this building used to store food, which is, of course, essential for life. For me, just as much as food, clothes are also a part of life”.

Who’s the target audience for Armani Silos?

Anybody can be a fashion enthusiast, it is not limited to gender or age.  Regardless, it was duly noted that this exhibition has principally caught the interest of women whose ages vary accordingly : from teenagers in high school to older folk.

The thought process behind the placement of the dresses

It’s not a measure taken lightly or performed randomly, rather a lot of attention was considered. Thus Armani made sure to hire multiple fashion designers, tasked to choose proper placements for the dresses, as well as ensure they have excellent stability in order to harmoniously look put together alongside the other pieces from the collection.

The driving force for the collections

The Armani Silos curation has a unique twist to it, as it presented to the general public two types of collections. First, the temporary collection was an expansive display spanning ground and first floor, which featured a diverse array of photographs. Those either appeared in magazines or were transformed into billboards with huge media impact. The immediate and overall first impression evokes inventiveness and intelligence. The detail which distinguishes this particular showcase is that the inspiration belongs to none other than the Italian photographer Aldo Fallai, with whom Giorgio Armani has had thirty years of uninterrupted artistic dialogue.

My work with Giorgio was the result of a natural, continuous dialogue and great trust on his part. Both of us were interested in highlighting an aspect of style linked to character and personality and this translated into images that appear just as relevant today as they did yesterday: a quality highlighted by the layout of the exhibition, which does not follow a chronological sequence. (…) This, I think, appealed to the public

Aldo Fallai about Giorgio Armani (source: Wallpaper)

Secondly, the permanent collection deserves its own spotlight as it reflects fifty years’ worth of unique Giorgio Armani fashion creations grouped around recurring themes – Voyage, Glamour and the Digital Archive. 

Fashion never rests – upcoming events

With the inclusion of both temporary and permanent showcases, the exhibition gives the chance to its fellow fashion devotees to admire its beauties up close more than once. Therefore, after Aldo Fallai’s short-term display, the new ones are on their way for November of this year and January 2025. So, marking a calendar for these months is a must for those eager to keep up with Armani’s flow of work and designs. Do not miss the opportunity to see this location with your own eyes and to get inspired by the 40 years of experience of one of the most notable figures in the history of fashion!