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Giorgio Armani Corporation selected atelier design to implement the latest shop concept for its Giorgio Armani Men's brand to be located within the prestigious Bergdorf Goodman luxury specialty store in New York. The Giorgio Armani signature prêt-a-porter collection: elegant, modern and sophisticated, with a reputation for excellence and superior quality materials, defined by its pure lines and subtle use of colours. The overarching theme of the Giorgio Armani shop is the creation of an intimate personal space, with the use of wardrobes and trunks showcasing the season’s collections, where the defining material is a molded fabric wrapped panel, to give the luxe appearance of onyx. The floor, finished with cream stone, creates a sophisticated ambience. Gleaming light colored ceilings provide a dramatic, yet comforting effect, which is further enhanced by lighting, playing with shadows to create focal areas. Invisible recessed lamps, transformed into spotlights, trace the contours or aim directly at the garments and objects on display. The shop also features an area dedicated to the new Giorgio Armani Hand Made to Measure service for men, the ultimate in customized luxury. The shop is scheduled to open in Spring of 2011.