To boost his success in the fashion
industry, Giorgio Armani promotes the absolute essence of his brand (Moore,
Doherty and Doyle, 2010, p141). The fashion retail sector is unforgiving and
ultracompetitive business that requires a high degree of innovation and unique
attributes to help it survive and remain one of the world’s best fashion
industries. Giorgio Armani collaborates with different architects to develop an
exquisite interior design and retail stores for his wide range of products
ranging from clothes, cosmetics, and fragrances.

Giorgio Armani collaborated with
Claudio Silvestrin to develop his different retail store and design the unique
retail space within these stores. Claudio has helped design a total of 27
stores for Armani’s fashion industry. His first design was in Paris in 1999 and
latest of his design is in Sloane, London in 2003. Claudio Silvestrin uses
minimalism concept to design the different architectural structures. Minimalism
objective is to achieve simplicity in developing retail space and retail design
(Schmitt, 2000, p9). The minimalist architecture was popular in London and New
York during late 1980’s. This period marked the collaboration of architects and
fashion designers. The main objective of these collaborations was to create
fashion stores that were simple. These architects used white elements and
intense lighting to help develop minimalist architecture. This architectural
approach led to the creation of large retail store with minimum objects and
furniture. A minimalist approach to architecture simplifies fashion retail
space to show the important quality of the designs and depict simplicity in
attitudes that are geared towards life.

Claudio Silvestrin approach to
retail space design involves stripping everything down to its original quality
to achieving simplicity. Silvestrin does not just focus on the physical aspect
of the building but also looks into the spiritual dimension, people, space,
materials, and nature. This move helps reveal the abstract quality of an
invisible element and open dialogue with the surrounding environment. This
interaction helps create a relationship between fashion, design, and architecture.
It helps create a strong bond between retail space, retail design and the
products a fashion expert created. Elements such as natural light, sky, air or
other architectural pieces may be used in a building to bring a unique and
eye-catching fashion space.