ARMANI via Manzoni -- As content developer Bruno Echegaray revealed to SLNN.com in May, his plans to bring the Armani store in Milan to Second Life came to fruition, and doors to the fashion retailer's virtual store opened this morning. At half past 10 a.m. SLT, the much-hyped opening inworld was in shambles. Fashionistas and journalists agreed that nobody had any idea what was happening.

Armani representatives were nowhere to be seen anywhere on the sim although a small crowd gathered to view a continuously looping video of a real world Armani event featuring celebrities such as Beyonce and Bono. Still, none of those in attendance knew what the video was about.

"Nobody is online, I don't understand it," said Robin Lobo, the designer who was contracted to create the avatar for the Giorgio Armani account but added that she was not informed of the event. She showed up after seeing a write-up online.

"Maybe the time is wrong?" said Pica Paperdoll of the Electric Sheep Company who was not involved with the event. "Odd that there are no event hosts here to give an update."

The Armani store was typical minimalist design with clean lines and empty spaces. Only two people browsed through the store during the scheduled opening.

At 10:45 a.m.SLT, the crowd had not grown but had not dwindled either as the handful of hopeful Armani fans waited for something - anything - to happen.

Emails to the Armani press office in Italy to confirm the details of the release they sent regarding the event went unanswered at press time.

Visit the Armani store .

[Sept. 29] Addendum: Robert Triefus, Executive Vice President, Worldwide Communications, Armani Group sent out a highly-produced machinima video late Friday night to show that Armani's avatar did appear in-world at his flagship sstore.

"The event was delayed due to some technological glitches,"  Triefus said in an e-mail. He did not elaborate when the "event" actually took place.

The video is available on YouTube. http://www.youtube.com/watch?v =jXnKlVSFRXM