Armani/5th Avenue is revealed as a neatly defined and light building completely clad in glass—164 feet long and 45 feet high. Spread over four floors, the store features a retail area of approximately 30,000 square feet of which 5200 is occupied by the Bar and Restaurant. Armani selected the architects Doriana and Massimiliano Fuksas and actively collaborated with them throughout this building, conceived as a single, fluid space brought together by the impact of the vortex of the staircase. The heart of the building is epitomized by the staircase, a structure in rolled calender steel, and clad in plastic material that highlights its exceptional sculptural presence.

This fabulous concept store brings together the world of Armani: For signature shopping, there is no better place to start than on the ground floor for Emporio Armani and Giorgio Armani accessories as well as the Emporio Armani collection for women. Down in the basement is the realm of those who favor a casual style of dress: Armani Jeans, EA7—the sports line that includes specialized clothing and equipment, Emporio Armani Underwear and the Swimwear range.

The further up the building, the more selective and refined the choice of products become. On the first floor, the cosmetics area beckons, with its ultra-sophisticated range of products with Crema Nera and 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/Ristorante 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. A virtual curtain is raised as you pass through it: the show begins, making the customer the star.