Giorgio Armani's Latest Winter Journey Takes Its Neve Collection to New Heights

In the midst of ski season, Giorgio Armani Neve unveils its new activation that will showcase its latest collection in front of Europe’s winter-sport enthusiasts. Best known for its luxe aprés winter wear, Giorgio Armani’s Neve line comes crafted from Italy with plush knits, outerwear and other winter-sport essentials.

From the French Alps to the Swiss mountains, the upcoming activation will see the house open a handful of pop-up shops dotted across four renowned ski spots. Launching on December 21 at Courchevel in France, the tour is scheduled to come to a close in February marked by a special event in Switzerland’s St Moritz where the latest collection will be available to purchase at the Giorgio Armani boutique.

Each pop-up shop is designed with a crisp and contemporary look, taking notes from the neighboring icy landscapes while maintaining the brand’s elegant aesthetic. With large icicle-etched glass panes, they will be constructed to openly display the new collection, allowing passing skiers the chance to take a quick look into the space. Inside, sleek furnishings, soft white light fixtures and the occasional Giorgio Armani logo weave around the exhibited collection for a quaint yet entirely luxury shopping experience.

Take a closer look at the upcoming Giorgio Armani Neve activation in the images above. Dates and locations of the pop-up can be found below, for more details be sure to check out the brand’s website.

Courchevel – December 21
Crans Montana – January 15
St Moritz – February 5
Megeve – February 10