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 design is unforgiving and ultracompetitive business that requires alot
of innovation and unique attributes to help it survive and remain one of the
world’s best fashion industries. Armani collaborates with architects to develop
a interior design and retail stores for his wide range of products ranging from
clothes, cosmetics, and fragrances. Armani collaborated with Silvestrin to
develop his different retail store and design the unique retail space within
these stores. Silvestrin 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). It has also been said ‘A
minimalist philosophy doesn’t just spare space; the designer works using pieces
that tell a story. By focusing on what is essential, a designer can better
exemplify a company’s or brand’s narrative by focusing on a few points that
make a big difference.'( worksdesigngroup , 2017) . Minimalist started to stand out more
‘The minimalist architecture was popular in London and New York during late
1980’s. This period marked the collaboration of architects and fashion
designers.'(Mesher , 2010) 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.
Silvestrin uses basic geometric forms, elements
without decoration, repetition of structures and simple materials to achieve a
sense of uniqueness, quality and order in the various retail spaces he designs
for Armani. The movement of natural light from one point of the store to the
other portrays a simple and clean retail space that attracts clients. The
minimalist style of design helps restore purity and beauty in a fashion store.
It reduces various elements back to their most basic form to create an elegant
environment that enhances the beauty and natural appearance of retails shops.
The reduction of style, color, material, connection, and texture are the most
basic steps in achieving a simplified architectural design. A minimalist
designer does not focus on decorations or Opulence when designing structure but
focuses on the intelligent use of materials that enhance the beauty and bring
the simple shapes out of a fashion store. Through this approach, most of Armani
retail stores have maximum spaces with minimum designs.
of the retail stores designed by Silvestrin use a hidden source of light to create
a unique and eye-catching view that creates lasting memories for clients.
Furthermore, geometrical forms and other natural materials is a vital pillar of
his designs. A minimalist approach to the designs of retail space has led to
the creation essential values in designs.