Brioni’s new Chipperfield-designed Paris flagship marks the start of a new era
After a year of design work and preparation, Italian menswear brand Brioni has opened the doors to its new David Chipperfield-designed store on Paris’ label-laden Rue Saint-Honoré.
Conceived as both a ‘gallery of clothes’ and a ‘destination point’, David Chipperfield Architects Milan set out to create a store concept that intertwines Brioni’s Roman roots and tailoring traditions with a new vision for its future set out by newly-appointed creative director Justin O’Shea. Following his appointment in April, O’Shea wasted no time in making his mark by revamping Brioni’s historical logo with a gothic-style font and hiring Metallica to star in the A/W 2016 ad campaign.
Architecturally, this fusion of past and present translates into classic materials such as grey travertine floors and walls – a reference to ancient Rome – being placed alongside more experimental elements such as a series of transparent metal mesh partitions and fixtures that generate a sensation of openness.
Spread across two floors linked by a giant stage-like staircase, the studio has created three zones within the 590 sq m space – the main store space, the VIP area and the changing rooms – all of which are defined by the change of experience and ritual rather than by the change of materials. ‘The idea behind the store display furnishing is that it should be adaptable and flexible, positioned in such a way that the store architecture becomes the background of the products,’ explain the architects, citing Mies van der Rohe as a key influence.
O’Shea affectionately describes the new concept as ‘a cool mix between branding, design and retail… and definitely one of the most beautiful stores I have ever seen.’
INFORMATION
For more information, visit the Brioni website
Photography: © Kristen Pelou
ADDRESS
Brioni
370 Rue Saint Honoré
75001
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox.
Ali Morris is a UK-based editor, writer and creative consultant specialising in design, interiors and architecture. In her 16 years as a design writer, Ali has travelled the world, crafting articles about creative projects, products, places and people for titles such as Dezeen, Wallpaper* and Kinfolk.
-
Entelechy II: architect John Portman's majestic beach home hits the market
Entelechy II, architect John Portman's beach residence in Georgia, USA, goes on the market; roll up, roll up for a home that is as grand as it is playful
By Ellie Stathaki Published
-
Tom Brady’s watch collection is for sale at Sotheby’s: here are the highlights
‘The GOAT Collection: Watches & Treasures from Tom Brady’ goes on sale at Sotheby’s New York on 10 December
By Hannah Silver Published
-
‘It creates mental horrors’ – why The Thing game remains so chilling
Wallpaper* speaks to two of the developers behind 2002’s cult classic The Thing video game, who hope the release of a remastered version can terrify a new generation of gamers
By Thomas Hobbs Published
-
‘He immortalised the birth of the supermodel’: inside Dior’s career-spanning retrospective of photographer Peter Lindbergh
Olivier Flaviano, head of Paris’ La Galerie Dior, talks us through a new Peter Lindbergh retrospective, which celebrates the seminal German photographer’s longtime relationship with the French house
By Jack Moss Published
-
Inside ‘De toutes beautés!’, the Louvre’s new exhibition narrating 10,000 years of beauty ideals through art
‘De toutes beautés!’ marks the beginning of a three-year partnership between the Louvre and L’Oréal Groupe. India Birgitta Jarvis reports on the show for Wallpaper*
By India Birgitta Jarvis Published
-
‘A hat is an alibi, a fabulous lie’: radical milliner Stephen Jones on his career-spanning new Paris exhibition
As ‘Stephen Jones, Chapeaux d’Artiste’ opens at Paris’ Palais Galliera, the British milliner tells Wallpaper* about the transformative power of hats, the one designer he wishes he’d collaborated with, and his lifelong love of Paris
By Jean Grogan Published
-
Maude’s Brâncuși-inspired sex toys go on display in a new Paris exhibition
Maude’s design-led vibrators are now on display at Musée des Arts Décoratifs in Paris, as part of ‘Private Lives: From the Bedroom to Social Media’. Brand founder Éva Goicochea talks to Wallpaper* about partnering with the museum and opening up cultural conversations around sex
By India Birgitta Jarvis Published
-
Watch: Jamie Dornan takes a bath in Le Corbusier’s villa for Loewe Perfumes
Jamie Dornan stars alongside Sophie Wilde in the new Loewe Perfumes 2024 campaign, shot by David Sims in Le Corbusier’s Villa Savoye
By Hannah Tindle Published
-
Trudon ‘Absolu’: an intoxicating orange blossom perfume for the start of autumn
Trudon ‘Absolu’, the house’s latest fragrance by Antoine Lie, blends orange blossom absolute with saffron, cardamom, tonka bean and guaiac wood
By Hannah Tindle Published
-
Jonathan Lyndon Chase on creating a ‘complicated and messy’ domestic space for Acne Studios’ latest show
A musing on ‘emotions and the body, and how they affect the space around you’: American artist Jonathan Lyndon Chase tells Mahoro Seward the story behind their Acne Studios runway set, which will backdrop the brand’s S/S 2025 show in Paris later today
By Mahoro Seward Published
-
Paris Fashion Week S/S 2025 highlights: Chanel to Louis Vuitton
Wallpaper* fashion features editor Jack Moss selects the best of Paris Fashion Week S/S 2025, from Chanel’s return to the Grand Palais to Nicolas Ghesquière’s ‘soft power’ at Louis Vuitton
By Jack Moss Last updated