Ross Godfrey and Skye Edwards of Morcheeba

Giorgio Armani continues to expand his “Giorgio’s” private members’ night out concept, which was introduced at the company’s Armani/Privé nightclub in Milan at the end of 2016.

Featuring a combination of live performances and DJ sets, “Giorgio’s” was launched to offer an exclusive entertaining experience to a select group of Milan-based friends of the house, socialites and public figures. Several artists have taken the stage at the Milan club so far, including Gipsy Kings, Sister Sledge, Patty Pravo, Loredana Berté, as well as Mia Moretti and Róisin Murphy.

The company brought Giorgio’s to Florence on Thursday night during Pitti Uomo. The one-night format was first exported to London last April, with a pop-up event featuring performances by De La Soul and DJ Harvey, to celebrate the opening of the new Giorgio Armani and Armani/Casa boutiques on Sloane Street.

In Florence, to celebrate the signature brand’s boutique on the city’s prestigious Via Tornabuoni, Armani organized a party at the Renaissance palazzo Pandolfini, where a live performance of British electronic band Morcheeba was followed by a DJ set by Milan-based DJ Sergio Tavelli.

The “Giorgio’s” concept is set to travel to other destinations soon to mark important moments for the brand. The next stop might be in Munich to celebrate the reopening of a Giorgio Armani boutique.

In addition, the fashion house revealed it is working on the launch of a “Giorgio’s” capsule collection of men’s and women’s evening pieces inspired by the atmosphere of the clubs which will hit stores this fall.

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