Pop-up shops are nothing new, but can consider our interest officially piqued by the launch of its new pop-up website.
Online as of now, onenightonly.armani.com is a bespoke digital hub dedicated to One Night In Roma a star-studded night of celebration that the label will be holding on 5 June to fete its new boutique on Romes iconic Via Condotti.
Brand fans will be able to watch exclusive celebrity video interviews, Twitter and Instagram previews and, ultimately, a live stream of the event itself before it all vanishes from the virtual world on 13 June.
Consider it pop-up 2.0.