Milan, June 19, 2014 – Brioni is pleased to announce the opening of its new Milan flagship located on Via Gesù 2A, in the city’s luxury shopping area.
The inauguration will take place on Saturday 21 and will unveil Blue Hour, a structural light installation in collaboration with Greek artist Michael Anastassiades that will be on display until July 12.
The three-level boutique is housed inside a historical palazzo, entirely renovated by Brioni, and stretches out over 1,200 square meters. It is the largest store to date and the first in Italy to feature the house’s new design concept, masterminded by Creative Director Brendan Mullane and Studio Park Associati of Milan.
At once contemporary and luxurious, sleek and airy, the project is characterized by a select choice of prized materials in tonal shades of beiges, taupe and browns. Sanded glass, bronzed brass trimmings, “cannucciato” ribbed Bahia wood, Eramosa marble and Navona travertine floors, evocative of Brioni’s Roman roots, blend seamlessly, creating an elegant play of textures and luxurious matte-shiny finishes, studied down to the last detail.
The entrance opens into a large foyer that offers a taste of the Brioni world represented by a mix of formalwear, leisurewear, accessories, eyewear, textiles and footwear.
A central double-sided shelved partition houses the fledgling accessories range, flanked by racks and shelves, streaked marble tables with bronzed frame and mannequins. The same elements, plus built-in glass showcases on the staircases, Poltrona Frau armchairs, Ruckstuhl rugs, the Mollina chair and the Lampsi ceiling lamp, the last two both designed by Studio Park and produced by Driade, delineate the entire boutique with gentlemanly class. The lamps were developed exclusively for Brioni.
Throughout, large bow windows soak the store with natural light, allowing the eye to wander out into the walled and Pierre Grisé-stoned courtyard decorated with outdoor furniture, climbing greenery and two glass displays with mannequins that recall Brioni’s men’s wear presentations.
The first floor is dedicated to the leisurewear range spanning denim, sneakers, sports jacket as well as the “sartorial” atelier. The second floor, dedicated to the formalwear and to the Su Misura service, also houses an expansive VIP room, complete with moody lighting dimmers, swathes of fabrics and tri-faced mirrors in the changing rooms.
Six full-time tailors guarantee an impeccable and exclusive service, coddling the requests of the most exacting clients, whether its personalizing the ready-to-wear or fashioning a Su Misura outfit.
Guests visiting the new boutique can admire also the installation that refers to as “an archetype of a room.” An interior space formed by a cube, a table, two chairs and a light. Walls, ceiling, floor, table and chairs are all upholstered in a dark blue suit fabric. The only glowing object is the light in the shape of a perfect cone, suspended above the table in a contrasting white cotton shirt material. Its underside is also blue, blocking the light from casting directly onto the table surface. A soft glow from the top surface of the cone subtly illuminates the outlines of the setting. The eyes need time to adjust, slowly starting to appreciate the exquisite craftsmanship with which everything is tailored.
On the occasion of the boutique opening, Brioni will present a revolutionary digital system that offers the client a unique and unprecedented shopping experience. A cutting-edge service, the first in the luxurygoods world, that enables the client to personalize his wardrobe with an advanced technology. *See attached press release
“Brioni has elevated its craftsmanship to an entire new level in this collaboration with Michael Anastassiades,” says Brendan Mullane. “By using Brioni’s excellent know- how and tradition, we have given a Su Misura experience to the Concept and tailored a beautiful, almost second- skin suit to its realization. Creating a real one-of- a kind installation filled with sensual darkness and radiant light.”