Fashion maestro Giorgio Armani has long been dressing A-listers on red carpets and just recently, he made yet another mark in the world of mega-movie stars. During this year's Cannes International Film Festival, Armani Group opened its first Giorgio Armani boutique in the city of cinema. A unique 180-square-metre large Armani/Caffé, conceived in the designer's style, is incorporated into the grand flagship store, spanning an impressive 600 square metres in the heart of the city. Armani/Casa's bespoke furniture and leatherette-coated walls set a luxurious Riviera tone for the café. Guests included Resident Evil star Milla Jovovich, actress Rosie Huntington-Whiteley and supermodel Jon Kortajarena, who joined Giorgio's niece, Roberta, who stepped in for her 78-year-old uncle at the event.
CHIC CHAT with Giorgio Armani
Why open the first Armani/Caffé in Cannes but not Milan?
Opening the new boutique in Cannes [gave me] the occasion to experiment with a new concept – more refined and light, which I find very apt to the spirit of La Croisette.
What do you love most about cafe culture?
The convivial aspect. The opportunity to meet people in a pleasing and lively setting. The opportunity to enjoy a relaxing moment, even just for a cup of coffee, at any time of the day.
What do you suggest a star wears when they hit the red carpet?
Avoid anything that’s over the top and is camouflaging. I always suggest elegant dresses in which the stars will feel perfectly at ease and can move naturally.
Fashion or interiors, which one’s more challenging?
They are two different challenges that are equally complex and exciting. Underneath everything I do, there’s also the conviction that true design must be elegant but natural ... and be united with comfort and functionality. For both, I work with ideas, materials, volume and form.