How does the creation and launch of the Armani/Silos Museum further enrich Armani’s legacy as a crea

Giorgio Armani is a household name in the fashion industry, synonymous with elegance and timelessness. The Italian designer is known widely as the man who unified ready to wear with European luxury to create something that was completely of his own. This has caused many to refer to him as a “creative genius”. And with the recent opening of the Armani/Silos Museum that showcases some of his most historical, impacting designs, the designer’s legacy as this “creative genius” of sorts, has been heightened even further.

First off, the opening of the museum acts as a preservation of Armani’s designs, aesthetic, and aura of the brand. But the question is: why would this be so important to maintain and grow the Armani legacy? With the famed designer beginning life in his 80s, the house must keep a succession plan in mind, no matter how far away it may be.As discussed in the book excerpt from the , museums often act as a library of the brand’s history that aids the successor(s) in growing the original brand’s personality and the founder designer’s “creative genius”.

Secondly, with the city going through several hard times in recent years, the opening of this museum helps reaffirm the positioning of Milan itself and therefore Armani in the process. Being a luxury company relies so heavily on its place of origin to use as a foundation of its heritage, prestige, and aura, Armani’s image is directly correlated with that of Milan’s. The more prestigious Milan is viewed by others, the more Armani’s “creative genius” is acknowledged and praised.

Lastly, the exhibit also presents the simplistic genius of Armani to the company, fashion industry, and the public at large. W Magazine explains, “visitors can discover the evolution of individual outfits, from Armani’s preparatory sketches to the runway shows, red carpet appearances, and advertisements”. While many people have seen his designs on the Internet, the TV, and many other mediums, a completely different, more personal experience is had when you witness creativity up close amongst all the other aspects that were combined to create the prestigious brand. This especially holds true for a designer such as Armani where the small details of the design matter a great deal to its value and notion of creativity. In addition Armani mentioned to Women’s Wear Daily that the museum will not be treated as one and instead will be “representative of his rapid-fire thinking and undaunted energy”. Armani explains, “I don’t want this space to be static; [I] plan to renew the displays with pieces from the new collections every six months”. This essentially makes the space an extension of his “creative genius”, a showcase of his designs as they arrive, for the world to come witness.

Sources:

http://www.wmagazine.com/culture/2015/08/giorgio-armani-museum/

http://wwd.com/fashion-news/designer-luxury/giorgio-armani-silos-museum-milan-10120267/