Armani: I opened the first restaurant out of a bet

Armani restaurants – Simplicity, sophistication and elegance

This untried doctor was born on July 11, 1934 in Piacenza. He left medical studies to work in the Rinascente department store, where he worked as a shop window decorator, and then, at the age of 24, he discovered a sense of aesthetics.

He started his own brand in 1974

He entered the fashion industry in the early sixties working in the empire Nina Ceruttia , to launch his own brand in 1974.

The eighties brought him planetary success when he became famous for elegant men’s suits, and more than good marketing was done for him Richard Gere in the cult achievement “American Gigolo”. At the same time, his women’s business suits became a must-have for every Wall Street lady, because wearing a “ Armani ” suit during the Yap Revolution meant wearing power.

From year to year he expanded his empire, and in addition to the pret-a-porter lines “Giorgio Armani” and “Emporio Armani”, he also developed the accompanying lines “Armani junior”. ”And“ Armani jeans ”, and launched a line of home appliances and furniture.

Everything he touched, he would turn into gold, but throughout his career he remained firmly on the ground, without the eccentric outbursts that would suit him in the face of fame.

Towards the end of the twentieth century, he sailed into the restaurant business. For some, it was strange again, but is there anything more logical than that an Italian, who also has a sense of beauty, deals with food.

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– I am guided by the idea of ​​living with style. Whether it’s clothes, art or food. Sophisticated simplicity is a universal symbol of elegance in any segment of life, and food is certainly one of the most important elements of everyday life – explains Armani what he was guided by when he opened the first restaurant under his name. From then until today, Armani restaurants have twenty locations, plus two clubs and several hotels.

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– I opened my first Emporio Armani Caffe & Ristorante in Paris in 1998. The economic situation in the world at the time did not support that idea, but I knew what I wanted. I imagined the cafe and restaurant as a place where you can take a break from shopping, take a coffee break, have a light meal … The biggest problem, if I may call it that, was to create an ambience that will exude the Armani brand in every segment and every corner. We managed to do that, so that our guests feel as if they have not even left our store, but only have the opportunity to enjoy food and drinks in style. However, I must admit that I decided on this venture, in part, because of the bet with a friend – says the creator with a laugh.

How much Armani was a visionary, we see every day, because today shopping malls without a few dozen cafes and restaurants can not be imagined.

La Cucina Italiana magazine invites you to visit Armani restaurants around the world on the link HERE

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