Brioni unveils a new store design in Paris

Brioni continues to undergo a facelift. Engaged in deep restructuring, the Italian menswear brand, who recently recruited recently Justin O'Shea to be the brand's creative director, has updated the look of its stores with a new concept boutique designed by David Chipperfield.

The entry of Brioni's new Paris address - Brioni

Owned by Kering group, the label took on the services of star British architect and his agency, David Chipperfield Architects Milano, to work out the new design, which mixes the "idea of luxury and simplicity, artisanal and industrial spirits, tradition and vision of the future".

The project, inspired by master rationalist architect Mies Van der Rohe, has been unveiled in Paris for first time at the new flagship store, which opened its doors only recently at number 370 de la rue Saint-Honoré.

The result? A 590 square metre space made up of two levels, which plays on the lightness of metallic elements, such as shelves and screens which appear almost transparent. 

The new Brioni concept stores inspired by rationalist architecture - Brioni

In sophisticated elegance, the outfit gives off a slightly cold, minimalist impression, witnessed in the travertine concrete used for flooring and the walls. The stone, known to Roman palaces, tells of the origins of the house.

The finishing touches include velvet couches and vintage wooden tables, which can be now seen in all boutiques.
 

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