The location of this Armani Collezioni store was strategically chosen to correlate with the customers’ taste in high-fashion items. Mailbox is Birmingham’s premier shopping and lifestyle destination. Boasting an array of exclusive stores, restaurants, cafe bars and hotels, Mailbox was the perfect choice for an Armani Collezioni store. It is the ultimate location for designer shopping in the Midlands, offering shoppers a varied choice of international brands, as well as chic salons & spas in a central Birmingham location.
Clements was appointed to undergo this project following a previous Armani Outlet store build in Kildare village. Armani has established itself as a central brand on the fashion industry stage, through its constant superior quality and design, as well as due to following relevant trends. Therefore, Armani maintains a consistent and time-proof aura of a consistent luxury brand.
Clements played an important role in delivering a store environment that stayed on-brand, thus reflecting the details of a well-established name in the fashion industry. Relying on clean lines, minimal interior decoration and reflective materials, Clements managed to portray a representative store image that successfully conveys Armani’s brand story and identity. Merging technological advancements with a more traditional approach to store environments, Clements managed to translate the Armani history into an atmosphere that communicates to the shoppers the idea of luxury and quality.