The new Brioni Concept Store worldwide, designed by Park Associati in collaboration with the creative director of Brioni , Brendan Mullane, declines the classic masculine elegance of the brand through a language , taking inspiration from the great masters of Italian design as Franco Albini , Gio Ponti, Carlo Scarpa Carlo Mollino , combines formal elegance and modernity.
It ' was deliberately chosen to use fewer materials , with careful attention to detail in order to communicate a discreet luxury and precious.
The Flagship Store in Milan that opened recently is currently Brioni’s largest space in the world in terms of sheer size (700 m² set over three floors). The store is accommodated in a four-storey building in Via Gesù 4, within the boundaries of the famous quadrilateral of Milan fashion. In this case, Park Associati was responsible for modernising the building, which used to be the famous old home of Brioni’s tailoring shop and offices in Milan. The layout of the various goods areas respects the old-fashioned division of space, which Park Associati has carefully redesigned to enhance the brand’s products to the maximum and cater for the client’s desire to welcome customers into an elegant, linear setting.
The ground floor space is designed to be a seamless continuation of the building’s internal courtyard: a secret and surprising place characteristic of traditional Milanese architecture. The display windows for the various products face onto the courtyard at different heights. The entire store is constructed around interaction with the courtyard and inflowing sunlight. The spaces are all fitted with windows to recreate the setting of a luxury tailor’s shop bursting with natural light and looking onto the neighbouring streets.
The various sections devoted to footwear, leisurewear formalwear are located on the first floor. A large tailor’s workshop on this floor provides vital support for the shop’s business operations. The second floor, on the other hand, is devoted to tailor-made products and a private VIP room, with the concept of elegance and exclusiveness characterising the brand emphasised through the presence of a lounge area, whose furnishing and fittings are all custom-designed. The wooden ceiling is enhanced by a set of lamps made of custom-designed ribbed glass. The atmosphere feels even more exclusive due to the windows, which, although fitting in with those in the store area, focus on the craftsmanship of their manufacture.
Park Associati realized the concept of all newly opened Brioni boutiques worldwide: Frankfurt, Zurich, Munich, Hamburg,Berlin, Courcevel in Europe; Singapore, Bangkok, Beijing, Doha, Seoul, Macau in Asia; New York, Palm Beach, Santo Domingo in America; Johannesburg in Afrika.
Opening soon are the boutiques in Prague, Hong Kong, Tokyo, Moscow , Jeddah , Johannesburg , Las Vegas, Dallas,
Client: Brioni Spa
Brioni Flagship Store,
Via Gesù 2, Milano
Project: Park Associati (Filippo Pagliani, Michele Rossi)
Alice Cuteri (project leader interior design)
Elisa Taddei (project leader architecture)
Alexia Caccavella, Leonardo Porciani, Davide Viganò, Fabio Calciati (Rendering)
Methis Lighting, Milano:
Studio P+P, Milano:
Status Contract, Nova Milanese (MB)
Sercos, Martinengo (BG)
Ceiling Lighting: Flos, Milano
Spaces Lighting: Light Contract, Brescia
Carpets: Ruckstuhl Tappeti e Moquettes, Milano
Travertino interior and courtyard
floor: Marmi Vrech, Cervignano del Friuli (Udine)
Furniture: Poltrona Frau, Milano
Props: New Crazy Colors Italia, Monza