Armani Debuts First Virtual Store


Armani is operating its first virtual store in the UK aimed at encouraging consumers to immerse themselves in the brand’s beauty portfolio.

The store, located in a virtual Piccadilly Circus, offers exclusive services and uses high tech to provide personalized consultations. There are several different rooms featuring new and iconic products where consumers can interact with makeup artists.

One room is the “Get the Glow” room where visitors can discover the brand’s Luminous Silk products. There’s a specialist team available to assist each visitor and if a more tailored service is required, personal appointments can be booked in advance.

The virtual store experience has been created in collaboration with Obsess Inc, an experiential ecommerce platform.