After Fondazione Prada, the Mudec, Gallerie d’Italia and the Hangar Bicocca, I went to explore the Armani/Silos exhibit, the exhibition space curated by the notable luxury house which chose to “self-celebrate” itself with a beautiful facility in a former grain deposit in Milan’s via Bergognone, in the Solari area. In this regard, “King George” expressed himself in the following manner: “I chose to call it silos because here the silos for the grain were kept, and grain is a material necessary to live. And as such, like food, dressing is also part of living”. Whether you agree or not, this new space, which was inaugurated not even a year ago, takes the visitors to the heart of this Milanese brand, a true symbol of Made in Italy throughout the world, on a journey that brings over 40 years of Italian fashion history to life.
WHAT THERE IS. Over 600 pieces and 200 accessories: is that enough to satisfy you? For Armani/Silos, the designer chose his most iconic designs from 1980 to today, divided based on the inspiration (and not in chronological order). On the ground floor, you will find the Daywear selection, on the first the Exoticism selection followed by, on the second floor, the Colours selection. The third and last floor is dedicated to the Light theme, which happened to be my favourite, with magnificently decorated white, cream and ivory evening gowns.
FROM THE OUTSIDE. The building which houses the Armani/Silos is located in via Bergognone, a rather secluded street in a residential neighbourhood, right next to the Esselunga supermarket on via Solari. To get there, I suggest taking the metro on the green line to Porta Genova station, the number 14 tram or the number 68 bus. Even parking in front isn’t that difficult. If you arrive in the area around lunchtime, stop by the beautiful garden at Al Fresco or Tagliabrodo for a soup!
FROM THE INSIDE. The structure is enormous: over 4 500 square meters over four levels, with a strong rational imprint. The architecture is sober and geometric and the shape of the building vaguely reminds me of a bee hive. Each floor has two symmetrical wings and in the middle of them is a central “fort” which runs through the entire building. Inside, aside from the wide selection of clothing and accessories, there is also an Armani Café, a small store with Armani Silos products and, above all, a beautiful digital archive dedicated to the most enthusiastic and passionate visitors, which includes sketches, drafts and inspirations from the different prêt-à-porter and couture collections created by the designer.
THE COST. The price of the ticket is in line with the concept of luxury (!) and, as far as I am concerned, far from that of “pop culture” and in general accessible to everyone: the entrance fee – unless you are a student or under 26 (in this case, the cost is “only” 8.40 euros) – is 12 euros, which goes up to 15 should you which to visit with an audioguide.
Via Bergognone 40, Milan
+39 02 91630010 | firstname.lastname@example.org
Opening Hours: from Wednesday to Sunday (11:00am-7:00pm)
Read the original article on Conosco un Posto. This English version was translated by Kelsey Rivett.