Brioni’s magnificent new Via Gesu Milanese flagship
Brioni’s latest store opening takes the form of a magnificent new Milanese flagship that sits in the luxury brand’s historical home in Via Gesu. Inside, creative director Brendan Mullane’s obsession with quality dominates the 1,200 sq m space. Designed by local architectural firm Studio Park Associati, all three floors of the space are wrapped in bronzed brass trimmings, ’cannucciato’ ribbed Bahia wood, Eramosa marble and Navona travertine floors. Furniture includes Poltrona Frau armchairs and Ruckstuhl rugs, along with chairs and lamps designed by Studio Park and produced exclusively by Driade.
Six full time tailors are employed inside the space to offer bespoke services using traditional, painstaking, hand-crafted techniques. At the same time, Brioni has jumped into the high-speed digital world by launching Virtual Mirror, a virtual technology system that allows Brioni clients to simulate and visualise suits in thousands of fabric and colour variations on a virtual mannequin. Rolling out in three phases, the platform will eventually allow clients to actually view his own image in a 3D mirror, wearing the clothes himself. The launch of the new store was celebrated with a special temporary installation by designer Michael Anastassiades, in conjunction with Mullane, originally conceived as part of Wallpaper* Handmade.