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.’
The David Chipperfield-designed store 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
Architecturally, this fusion of past and present translates into classic materials such as grey travertine floors and walls being placed alongside more experimental elements such as a series of transparent metal mesh partitions and fixtures that generate a feeling of openness
Justin O’Shea 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
-
Year in review: the shape of mobility to come in our list of the top 10 concept cars of 2025Concept cars remain hugely popular ways to stoke interest in innovation and future forms. Here are our ten best conceptual visions from 2025
-
These Guadalajara architects mix modernism with traditional local materials and craftGuadalajara architects Laura Barba and Luis Aurelio of Barbapiña Arquitectos design drawing on the past to imagine the future
-
Robert Therrien's largest-ever museum show in Los Angeles is enduringly appealing'This is a Story' at The Broad unites 120 of Robert Therrien's sculptures, paintings and works on paper
-
‘He immortalised the birth of the supermodel’: inside Dior’s career-spanning retrospective of photographer Peter LindberghOlivier 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
-
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*
-
‘A hat is an alibi, a fabulous lie’: radical milliner Stephen Jones on his career-spanning new Paris exhibitionAs ‘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
-
Maude’s Brâncuși-inspired sex toys go on display in a new Paris exhibitionMaude’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
-
Watch: Jamie Dornan takes a bath in Le Corbusier’s villa for Loewe PerfumesJamie Dornan stars alongside Sophie Wilde in the new Loewe Perfumes 2024 campaign, shot by David Sims in Le Corbusier’s Villa Savoye
-
Trudon ‘Absolu’: an intoxicating orange blossom perfume for the start of autumnTrudon ‘Absolu’, the house’s latest fragrance by Antoine Lie, blends orange blossom absolute with saffron, cardamom, tonka bean and guaiac wood
-
Jonathan Lyndon Chase on creating a ‘complicated and messy’ domestic space for Acne Studios’ latest showA 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
-
Sir David Chipperfield collaborates with Tsatsas on a wallet that’s ‘a piece of architecture in miniature’The third chapter in a long-running collaboration between architect Sir David Chipperfield and German leather brand Tsatsas sees the cardholder reimagined. Here, Chipperfield and Esther and Dimitrios Tsatsas tell Wallpaper* more
