David Chipperfield Architects has completed first new concept design for Brioni in Paris which is an Italian menswear couture house. Brioni opened its Paris flagship store in July 2016 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. 

David Chipperfield Architects created the new brand vision under the creative direction of Justin O’Shea. Chipperfield's design depicts the contemporary essence of Rome where Brioni’s roots and tailoring tradition merge past and present, the design looks to combine ideas of luxury and simplicity, craftsmanship and industrialisation, tradition and a vision for 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”.

In the interiors, architectural elements are carefully articulated throughout the space, grey travertine - also known as ‘lapis tiburtinus’ and a reference to ancient Rome - lines the floors and walls. A sense of grandeur is achieved by large marble columns that assume their tectonic value expressed by their differing colours. 

A wide stage-like staircase links the two store levels without disrupting spatial continuity. The semi-transparent metal mesh partitions and the slim floor-to-ceiling studs that are used for display form a delicate counterbalance to the gravitas of travertine and marble.

Image © Paola Pansini

David Chipperfield Architects's basic design approach for those flagship stores are based on simplicity, elegance look, and monochrome palette for the interiors forming a holistic approach- specifically uses different tones of marble and travertine. All brand's vision are redesigned and rearranged by proposing a new way shopping demeanour. 

David Chipperfield Architects continues its collaboration with the most famous fashion brands including Valentino, Bally, SSENSE -recently, the studio enhanced its design for Valentino Roman Flagship Store by adding new materials and techniques inside for Valentino's luxuries. 

All images © Kristen Pelou unless otherwise stated. 

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