Armani/Casa, Origini
For Milan Design Week 2026, Armani/Casa presents its new collection at the brand’s historic store on Corso Venezia 14 through ‘Origini’, an exhibition conceived as a fluid narrative. From the street, the boutique windows already establish its central rhythm of light and shadow: historical Armani/Casa icons, including the Logo lamp and the Winchester screen, remain fully visible to passers-by, while their updated versions are partially concealed, appearing only as silhouettes behind opaque glass and revealing themselves completely only once inside. It is a simple buteffective device, one that places tradition in plain sight while reserving novelty for those willing tostep further in.
Inside, long black drapes give the boutique the atmosphere of a theatre. The ground floor feels almost like a backstage area before the performance begins, while the upper levels unfold more gradually. The first floor introduces the central theme of the collection, the living space, before the second floor opens into three distinct scenes inspired by Giorgio Armani’s own residences inMilan, Pantelleria, and St. Moritz.
These interiors are not reconstructed literally, but evoked through large hand-painted water colours, furnishings and material cues that suggest different ways of inhabiting space. What emerges is a presentation built on continuity. ‘Origini’ treats the Armani home as a sequence of measured scenes where the new is discovered through progression.
Credits: Photographer Simon 171 / Text by Melania Musci / Location: Corso Venezia 14 Milano / Creative Partner Simona Pavan