ongoing The Way We Are

Curated by: Giorgio Armani

The show

On the occasion of Emporio Armani’s 40th anniversary, Armani/Silos hosts “THE WAY WE ARE”, an exhibition, personally curated by Giorgio Armani that turns the unifying spirit of Emporio Armani into a unique experience, looking back on four decades of an innovative and transversal brand in a non-nostalgic way.

Conceived as a 360-degree takeover of the spaces, the exhibition is a veritable manifesto, to be lived through and experienced.

The manifesto reads: “Within an EMPORIO, (an emporium), there are no limits of time or space. An EMPORIO acts as a container, an encyclopaedia, an algorithm. An EMPORIO holds everything, for everyone, at all times. An EMPORIO has no set schemes. EMPORIO ARMANI is all of this, under the banner of the eagle. It is here, now, today, in every way. It is me, you, us—we are all the same because we are different. Free. It is pragmatism and imagination. It is EA”.

Emporio Armani was created in 1981 with a specific intention—to make fashion accessible to all, with the Armani imprint— but with no manifesto. It was not necessary. This exhibition is an ex post manifesto; a course of action, stemming from the spirit of what it has been up until now. And the core element is precisely the spirit: the exhibition makes it tangible, livable; opening it to all the senses, in all ways. A mix of signature garments and accessories with unique imagery and iconography developed throughout the years, as well as the history of Milan seen through the pages of the Emporio Armani Magazine. The spaces of Armani/Silos have been occupied by giant photographs, because oversized has always been key the brand’s communication; the rooms are covered in mood boards, videos and clothing. The spectators are both addressed by the manifesto and invited to take part in it: walking through and exploring, then seeing it materialise before their eyes through the objects, films, photos and emotions displayed in each room.

Being a programme, the manifesto is timeless: it goes beyond, transcending decades. It happens now and comes to life through the always unique experience of those who visit the exhibition.


Timetable and tickets


Via Bergognone, 40
20144 Milano


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