Giorgio Armani launched his interior design collection in 2000 with a flagship store opening in Milan, Italy the same year. When asked about why he wanted a furniture line, he said that he wanted “people to design their own private home”. “Designing this furniture and home collection helped me to stimulate my creative and artistic vein”, he said. Critics responded very positively to the label calling the style “simply elegant, a little retro with Ethno elements” to it. A lot of critics also liked the fact that there are only a “few ornaments” used but with “artistic detail” which seem to have a “tremendous effect on the style and furniture” itself.
Armani collaborates with Rubelli and the Molteni Group to build the home collection. As the Architectural Digest reported in February 2012, the Brand includes state-of-the-art kitchens, sold under the Armani/Dada name – a partnership with Molteni Group, as well as luxurious fabrics produced in collaboration with Rubelli. Armani/Roca is yet another partnership, which provides the fashion brandi with bathroom furniture and accessoires. The sub-label consisting of variegated products is sold in 183 independent stores as well as selected retailers throughout the world. From 2000 on, the home fashion furniture entry is a multi-million Dollar success for the label.
The Brand is used in its hotels, equipped John Mayers New York City apartment and decorated the scenes for the 2013 film Paranoia.