On 7 February, Italian luxury brand Armani launched its first restaurant in the Chinese market, an ARMANI/CAFFÈ spot in Beijing. Located in the China World Mall (CWM) on East 3rd Ring Road in Beijing’s Central Business District (CBD), the branded eatery occupies 350 square metres on the third floor.
The location was designed by Giorgio Armani and his team of architects and is accessible via an internal lift from the Giorgio Armani boutique on the lower floors. The design of the space is a combination of retro style and contemporary urban elements. Light blue and gold wallpaper exhibits the brand’s iconic palm motif. The décor oozes art deco charm with brass mirrors and champagne-coloured metal rims. The caffè is furnished with lamps and furniture from the Armani/Casa collection.
The indoor space can host 110 diners plus a terrace with a further 40-person capacity. The caffè is divided into two spaces, one more spacious while the other is more intimate. Restaurants from the Armani Group have been an attraction to travellers and shoppers alike. For example, the ARMANI/CAFFÈ in Tokyo and Dubai are known for their food and atmosphere. The Armani restaurant in Beijing will also be serving world-class Italian cuisine with high-end ingredients, precision cooking and elegant and back-to-basic plating.
The space also pays tribute to Chinese and oriental aesthetics that have influenced Armani throughout the years. Last week, the 90-year-old designer Giorgio Armani unveiled his Giorgio Armani Privé 20th anniversary collection, which also showed similar influences, such as champagne-coloured glamour and a touch of oriental inspiration. Last November, the group brought its Giorgio Armani Love pop-up space to CWM in Beijing, following Miami, Paris, Dubai and Rome. With pop-ups and luxury branded restaurants, it would seem that the luxury group is doubling down on its China strategy by bringing more offline experiences and spaces to the market.
