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Giorgio Armani is opening his first flagship...in the virtual world Second Life. A pixelated version of the designer will oft be on-hand in the boutique - a reproduction of his Via Manzoni megastore - to welcome shoppers and make sure everything is running as it ought, reports WWD.

"The store will allow viewers to purchase the brand's top 10 products virtually via Second Life currency, the Linden dollar, or in actuality."

Armani join Stella McCartney who staged a PETA rally there earlier this summer.