If there is one thing Armani knows then it is style, and the fashion heavyweight has it in abundance.
It recently unveiled its new flagship store – a bright glass cube on New Yorks famous Fifth Avenue.
The conservatory-like structure is due to open on February 18th and is described by the company as "a special project requiring a degree of courage".
It is believed that the store will have a huge 30,000 sq feet of floor space over four storeys, in which to display its wares to the world.
Giorgio Armani himself seemed delighted with the project, saying that it would inject some glamour into Fifth Avenue.
"I was determined to send out a clear message of change, interpreting the current trend for mixing genres, juxtaposing items in different price brackets," he said,
"This freedom of expression defines for me the spirit of Fifth Avenue: a prestigious shopping destination, of course, but one that is less exclusive in character than comparable addresses, with a democratic mood which I am certain represents the future.
"I worked on the creation of this store with Doriana and Massimiliano Fuksas, whose hugely respected architectural practice is known for bringing a precisely judged sense of glamour to clothing stores."
The huge store follows Londons Gherkin and Shard of Glass buildings in propelling glass into the architectural limelight.