Giorgio Armani Boutique

The newly opened Armani boutique in Via Montenapoleone Milan, Italy, had set the design vision for this Giorgio Armani concept store in San Francisco’s Union Square. The new boutique concept was Giorgio Armani’s first in the US, and only the second store in the world. The NORR design team led the transformation of a three-story, 1908 historical building on Grant Street into the new high-fashion boutique that defines the iconic luxury brand.

NORR worked closely with Historical Preservation staff in San Francisco through historical photos and other forensic analysis to ensure that the new aspects of the building’s exterior respected the original detailing, while providing a well-designed backdrop supporting the Armani brand. The building had undergone several previous unfavorable renovations which compromised numerous aspects of the exterior envelope. Inside, very compressed ceiling cavities made the installation of upgraded mechanical services and lighting very challenging. Our team worked closely with Armani Design to reflect key aspects of the Milan concept in this very compact multi-level space.