Armani Chater House is getting a facelift. The revamp comes in time for the contemporary label Emporio Armani's 30th anniversary, celebrated last night with a cocktail bash that hosted 'Momenti di Emporio' - a retrospective of Emporio Armani images throughout its three decades, and topped off with a special performance by R&B singer Kelis. The Hong Kong hub of all things Armani is being wrapped in a LED backlit bamboo motif facade and the already comprehensive collection of Armani Fleur, Armani Junior, Armani Exchange and the main line Giorgio Armani. Two newly unveiled venues, Armani Acqua and Armani Prive, both a collaboration between the fashion label and the Aqua Restaurant Group, are located on the second floor of Armani/Chater House, plumped and preened for Hong Kong consumers. Those of us who have traipsed through the raised walkway already know the building is sleek to the point of perfection. And seated amid all the chic decor, at the heart of Chater House, is Roberta Armani. The niece of Giorgio, Roberta is tall and lean with a glowing complexion and dark, curly hair. Dressed in a black leather jacket, spotless white T-shirt and a black knee-length pencil skirt, she is perfectly presented. She has been given the title of 'celebrity liaison', meaning it's her responsibility to make connections with the glowing global glitterati and encourage them to wear Armani. It's a job that she seems good at, sparking up long-term friendships with A-list actors and musicians, and dressing many stars for red carpet events - some of whose outfits are on temporary display in Hong Kong. She became the impromptu wedding planner for Katie Holmes and Tom Cruise in 2006. 'I am very happy with what I do,' Roberta says. 'It is a lot to live up to, 24 hours a day. You can never shut the door and just rest. But while it is challenging, it also has great rewards.' Roberta has been increasingly stepping out at events in the absence of her uncle. But she is not the only member of the clan to join the business. Since the beginning Giorgio Armani has relied on the help of his family and now the younger generation has stepped up. 'I think it is very important for me that my family is involved in the running of the business, but we are all in separate areas. I am in public relations, my sister [Silvana] is in design and my cousin [Andrea] is on the commercial side so we are all helping my uncle bring in ideas from different fields.' It is clear from the way she speaks that Giorgio is revered among his family. Throughout our conversation she refers to her uncle's 'genius' and 'unrivalled creativity'. Granted - the Armani brand is one of the world's better known luxury labels with Giorgio amassing a personal fortune estimated at more than US$4 billion, according to Forbes. Armani was one of the first fashion houses to position itself as a 'lifestyle brand', putting its stamp on perfume, flowers, homeware, childrenswear and even books. Giorgio dared to launch the exclusive Armani Prive haute couture line and Armani hotels when other major labels were tightening their belts. The first was in Dubai, in Burj Khalifa, the world's tallest building, and the second in the Armani clan home in Milan. Roberta's start in the company began when she was a teenager and moved to New York to learn English and work in the Emporio Armani store on Madison Avenue. 'When I went to New York I was really young and it was the first time that I really realised what an empire my uncle had built,' she says. In fashion-obsessed Italy, she adds, it was normal for her to see people 'kill to have a pair of Armani jeans'. But it was when she began travelling across the world that she came to terms with the global legacy of her uncle and family. It was also at this age that she first began engaging in the celebrity aspects of the company, taking a fresh-faced Leonardo DiCaprio out on the town. 'We were both teenagers and we were going out together. It was fun,' she recalls. It was in such encounters that she found her niche. Roberta was instrumental in creating a bond between Lady Gaga and the Armani brand, with Giorgio designing an avant-garde performance dress for the star. Roberta says a brief youthful foray into acting has given her a better understanding of celebrities' psyche and the insecurities they suffer from. 'When I am dressing someone famous I think it is important to be a little bit of a psychologist: to be aware of what they are going through.' For someone with the weight of an international brand on her shoulders, Roberta is casual and very friendly, although clearly media savvy. She smiles often, flashing brilliantly white teeth, and is eager to include everyone in the conversation. 'Of course I have a personal life,' she says. 'I travel to relax. I love Africa. I am going to Ghana to work on the Armani Aqua For Life charity.' When we are finished she is escorted up the spotless black marble staircase to be presented as the embodiment of the 'Armani lifestyle'. Asked what that entails, she says she grew up happily in this lifestyle, but eschews details, saying: 'It has to do more with entering a house or a party, and not being noticed but being remembered.'