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The Armani Ginza Tower in Tokyo has tweaked the format of its top floor... and shed a bit of its exclusivity. Once cordoned off as a private, members-only bar, Armani has converted the space into a wine lounge open to the general public.
"Armani as a brand has had some changes, and the aim is to reach more people...we want a large number of people to be able to experience the Armani lifestyle," said a spokesman for the brand.
The revamped space had its soft opening last month and the brand invited Tokyo's fashion press to a tasting session last week.
Over 300 types of Italian wine are available, about 30 of which are from Franciacorta. Through the bar, Armani hopes to introduce Japanese shoppers to the idea of the Italian aperitivo, by offering wine and small bites on the top floor and a full dinner on the floor below. The bar also has an attached terrace with views of the surrounding buildings in Ginza.