David Chipperfield Architects . photos: © Kristen Pelou . + Brioni
Located at 370 Rue Saint-Honoré, the 590 square meters Flagship marks an important step in the development of Brioni’s retail network expansion and the debut of the New Store Concept developed by David Chipperfield Architects Milan in collaboration with Brioni.
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Over the last year, David Chipperfield Architects Milan and Brioni have been exploring and developing a New Store Concept conveying and combining ideas of luxury and simplicity, craftsmanship and industrialization, tradition and a vision of the future.
The general approach of the New Store Concept treads a fine line by adhering to a contemporary sense of quality while using classic materials. The challenge of the New Store Concept is to offer a different way of interpreting men’s clothing and, in parallel, to propose a new way of men’s shopping through creating a “gallery of clothes”.
The Store has strong architectural qualities and is made of grey travertine, also known as the “lapis tiburtinus” – a clear reference to ancient Rome. The compact calcium carbonate travertine flooring and walling can serve as a memory but also a distinguishing mark for the brand with “one foot in the past and one foot in the future”.
The intention for the Store Design is to generate two feelings: the feeling of openness with natural light coming in through windows on the ground floor level, and a contrasting feeling of enclosure at the basement floor level. The two levels are linked through a giant stage-like staircase that allows the basement floor level to be perceived from the ground floor level, enhancing the sense of spatial continuity between the two.
