Emporio Armani opened a glossy new 6000-square-foot boutique at 57th and Madison. The boutique joins the revamped Armani flagship and kiddie outpost Armani Junior as the third prong in Armani’s Madison Avenue tripartite expansion plan.

Emporio Armani is the Armani label’s contemporary line, and the new store feels urban and modern, with grey silk carpets and lots of glass. If there’s a certain Euro-sleekness to it, that’s no surprise—it shares an aesthetic with new Emporio Armani locations in Barcelona and Paris, and it was conceived by Giorgio Armani and his architects in Milan. The vibe isn’t exactly casual, but the merchandise is a little less formal than at the Armani flagship: think underwear, denim, and the EA7 sports collection as well as the full Emporio Armani line for men and women.

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