Brioni’s new Chipperfield-designed Paris flagship marks the start of a new era

Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox
Thank you for signing up to Wallpaper. You will receive a verification email shortly.
There was a problem. Please refresh the page and try again.
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
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox
-
São Paulo Biennial 2023: activism, repressed cultures and South America’s art history under the lens
The 35th São Paulo Biennial considers ‘Choreographies of the Impossible’ as the theme. Amah-Rose Abrams reports on what to see
By Amah-Rose Abrams Published
-
Jacqueline Rabun’s sculptural jewellery design goes on show in London
‘Jacqueline Rabun: A Retrospective’ opens at London’s Carpenters Workshop Gallery
By Hannah Silver Published
-
Tokujin Yoshioka’s flaming glass cauldron sets Tokyo alight
Japanese designer Tokujin Yoshioka plays with fire with an exhibition of glass torches and cauldrons, on view at 21_21 Design Sight Gallery 3 in Tokyo (until 5 November 2023)
By Danielle Demetriou Published
-
This season’s enveloping women’s outerwear, captured on the streets of Paris
From runway to reality: this season’s finest women’s outerwear captured by photographer Valentin Hennequin and Wallpaper* fashion director Jason Hughes in Paris
By Jack Moss Published
-
Paris exhibition explores link between Azzedine Alaïa and Madame Grès, two fashion greats
Fondation Azzedine Alaïa hosts ‘Alaïa / Grès. Beyond Fashion’, a conversation between the two couturiers‘ sculptural works. The foundation’s Olivier Saillard and Carla Sozzani tell Wallpaper* more
By Jean Grogan Published
-
Watch this La Jetée-inspired fashion film by Melanie + Ramon, captured on the streets of Paris
Taken alongside the Wallpaper* September 2023 cover shoot, this fashion film by Melanie + Ramon draws inspiration from Chris Marker’s experimental 1962 French science-fiction movie La Jetée
By Jack Moss Published
-
Paris Fashion Week Men’s S/S 2024: Loewe to Hermès
The Wallpaper* highlights from Paris Fashion Week Men’s S/S 2024, from a breezy summer outing at Hermès to a study of perspective by Jonathan Anderson at Loewe
By Jack Moss Last updated
-
Palace of Versailles opens a garden dedicated to perfume-making plants
The Palace of Versailles and perfumer Francis Kurkdjian have created an astonishing tribute to the palace’s fragrance-making history
By Mary Cleary Published
-
AlphaTauri’s Salzburg HQ is a science fiction fantasy
Browse in-store, buy online: the future-focused mentality of AlphaTauri
By Simon Mills Last updated
-
Manu Atelier's first boutique nods to Le Corbusier in Istanbul
The cult Istanbul-based label introduces bold, sculptural expressionism into this first bricks and mortar store
By Laura Hawkins Last updated
-
Louis Vuitton's Ginza Namiki flagship evokes a rippling pillar of water
Japanese architect Jun Aoki creates a water-like facade for Louis Vuitton's Ginza Namiki Tokyo flagship
By Danielle Demetriou Last updated