Giorgio Armani Beauty made its official debut at Bloomingdale’s 59th Street flagship Wednesday morning with a ribbon cutting on its new counter on the renovated beauty floor. The outpost, which has been open for seven weeks, features nine 48-inch plasma screens, personal consultation space and vertically stacked product for access and visibility.

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“The counter offers interactive elements and easy access to products,” said Howard Kreitzman, vice president of cosmetics and fragrances for Bloomingdale’s. Stephane de la Faverie, general manager for Giorgio Armani Beauty, said the space serves as a physical representation of the Armani brand. “We are bringing fabric and texture to life,” said de la Faverie. “It is a chance for us to talk to a new clientele and reach out to both Armani customers and beauty junkies.”

Michael Gould, chairman and chief executive officer of Bloomingdale’s, said he was equally excited about the partnership. “Armani is an enormously important brand for Bloomingdale’s,” said Gould. “The installation is playful and speaks to the consumer.” Executives would not comment on numbers, but industry sources estimate that the counter could generate $1.5 million in the first 12 months.

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