The latest high-profile residency at the Selfridges Corner Shop on London’s Oxford Street is a big name — Emporio Armani — which will be there until 9 March.

It’s yet another transformation for what is one of the most in-demand spaces on Europe’s busiest dedicated shopping thoroughfare. The Corner Shop goes through multiple incarnation every year, at times being all about rock ’n’ roll maximalism (such as the Rolling Stones and Elton John iterations) to more calming experiential minimalism such as this Armani residency.

The space is inspired by the label’s Milan concept store at Manzoni 31 and comes as Giorgio Armani celebrates his 90th year with a series of events and business developments globally.

His Emporio label is having something of a moment and the new pop-up blends its signature minimalism-with-a-twist. Think flowers, glass, concrete, bamboo, chrome, white lighting and full-height screens with campaign imagery.

Product-wise, as of this week, shoppers can find the SS25 women’s and men’s collections plus season-spanning denim, accessories, and a curated book offer. The Armani/Dolci by Guido Gobino fine chocolates collection is also available, along with Armani/Dolci hot drinks and pastries.

The fit-out is clearly carefully thought out and looks more permanent than many pop-ups, replicating the Emporio Armani style strongly and giving visitors a good reason to drop in.