Singapore, September 13th, 2013 – Brioni launches its new store concept at the opening of the brand’s first boutique in Singapore.
Developed by Creative Director Brendan Mullane in collaboration with Studio Park Associati of Milan, the new store concept teams the masculine character of a gentleman’s club with the elegance of a private “Dressing Room”.
Conveying a traditional character with a contemporary twist, the concept makes use of premium materials: surfaces in glass and bronzed brass, Eramosa marble, ribbed Bahia wood with glossy brass fittings. The Travertino Navona floor recalls the brand’s close ties with the city of Rome. A sophisticated lighting system has been designed to give an exclusive ambiance to the store.
The interior is organized into separate selling areas spanning formalwear, leisurewear and an exclusive VIP room with an area dedicated to the “Su Misura” service; a refined lounge furnished with a large closet that opens out to demonstrate the fabrics and finishings used to personalize the garments.
The accessories area highlights the quality of the collections. Footwear and small leather goods are displayed in exclusive showcases made of travertine, bronzed glass and brass.
Spanning over 160 m2 inside The Shoppes mall at Marina Bay Sands, the new Singapore boutique unveils Brioni’s latest architectural exercise.
The new Brioni store concept was designed like a private space,” declared Creative Director Brendan Mullane, “an exclusive personal closet packed with everything you could possibly want. The Brioni tailoring tradition is constantly referenced through Italian designer pieces, such as the Poltrona Frau chair by Giò Ponti, made exclusively for Brioni”.
We are extremely proud to present the new Brioni concept, a place created to welcome a contemporary gentleman,” added CEO Francesco Pesci,The opening of the Singapore boutique further strengthens the brand’s presence in this market”.

Brioni press office

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