Brioni
opens Milan flagship, launches new digital service
The ceremonial red ribbon was cut by Cristina Tajani and Brioni CEO Francesco Pesci at the presence of Brioni Creative Director Brendan Mullane and Mario Boselli, Chairman of CNMI
On 21st June Brioni officially opened
its new 13,000-square-foot flagship on Via Gesù 2A in Milan and introduced Brioni Miror -
a cutting-edge technology set to
transform the selling ceremony by providing the ultimate in customer service.
Creative Director Brendan Mulllane and CEO Francesco Pesci
The ceremonial red ribbon was cut by Cristina Tajani,
Councillor for Employment, Economic Development, University and Research in Milan
and Francesco Pesci. A roster of high-profile national and international guests
attended the event, to explore Brioni’s one-of-a-kind world and range of
collections displayed in the boutique.
“The
new Brioni store concept was conceived as a private space,” said Brendan
Mullane. “An exclusive closet filled with all that one can desire. Brioni's
Italian heritage is constantly referenced and channeled through Italian design
pieces made exclusively for Brioni.”
Spanning three levels of an historic palazzo, the new
flagship design is luxurious and contemporary. The space features the finest
materials − Bahia wood,
Eramosa marble and Navona travertine − in masculine shades of beige, brown and taupe. Its
furnishings, including Poltrona Frau armchairs, Ruckstuhl rugs, Mollina chair
and Lampsi ceiling lamp, are equally elegant. Large bow windows throughout
bathe the store in natural light. A large entry foyer offers customers a
glimpse of all Brioni has to offer: formalwear, leisurewear, accessories, eyewear,
textiles and footwear. The first floor is dedicated to the leisurewear and a
sartorial atelier. The second floor is devoted to formalwear and to Brioni’s
exclusive Su
Misura service. It
includes an expansive VIP room.
Brioni Miror
Unveiled at the flagship opening, Brioni Miror is a
virtualization platform that will roll out in three phases: Virtual Look, Virtual
Wardrobe and Virtual Mirror. In phase one, available in Milan by the end of
September, clients can simulate and visualize suits in thousands of styles, fabric
types, colors and patterns − in real time
and rich detail − on a virtual
mannequin. In phase two, functionality will expand to include simulation for an
entire wardrobe. During the final phase, a client will be able to view his own
image in a 3D mirror, wearing endless combinations of Brioni garments.
“With Brioni Miror, clients
no longer have to imagine what a garment will look like based on fabric
samples,” said Pesci.
“They will be able to look
in the mirror and see their own image wearing the finished product. This
technology revolutionizes customer service and enriches the shopping
experience.”
VIP Room_Brioni Miror Presentation
Blue Hour
Visitors to Brioni’s new flagship can view a
structural light installation created for the opening. Entitled “Blue Hour,”
and designed collaboratively by Brioni Creative Director Brendan Mullane, Greek
artist Michael Anastassiades and Wallpaper*, it will be on display at the
boutique until July 12.
“Brioni has elevated its
craftsmanship to an entirely new level in this collaboration with Michael
Anastassiades,” declared
Brendan Mullane. “By
using Brioni’s excellent know-how and tradition, we have given a Su Misura
experience to the concept and tailored a beautiful, almost second-skin suit to
its realization. Creating a real one-of-a kind installation filled with sensual
darkness and radiant light.”
Brioni flagship store_courtyard
BRIONI
Founded in Rome in 1945, Brioni
is recognized as the most prestigious Italian luxury menswear couture house −
an authority on masculine elegance. Under the leadership of CEO Francesco Pesci
and Creative Director Brendan Mullane, Brioni designs, develops and manufactures
exclusive and highly-coveted Su Misura garments and sartorial ready-to-wear
collections as well as leather goods (handbags, small leather goods and
luggage), shoes and eyewear. Brioni products are distributed globally,
encompassing Europe, Asia and America, where wholesale distribution in select
specialty and department stores is complemented by a growing number of
Brioni-owned boutiques. Throughout its history Brioni has been, and remains
today, a point of reference for the entertainment, institutional and business
worlds in Italy and abroad, followed by a loyal clientele of Hollywood
personalities, heads of state and business leaders. For gentlemen everywhere,
Brioni is true beauty. The house of Brioni is part of Kering, a leading global
Luxury and Sport & Lifestyle Group.
For more information about
Brioni, please visit www.brioni.com
PARK ASSOCIATI
Set up in 2000 by Filippo
Pagliani and Michele Rossi, PARK ASSOCIATI is an architectural design studio
which works on a large scale. Such an approach opens up new possibilities in
terms of scope and vision, and on each occasion gives rise to original
compositional landscapes where architecture, place, technology and materials
combine to create different spatial forms. Among the most recent projects: the
refurbishment of the office building ‘La Serenissima’, in Milano; the new Headquarters
Nestlè in Assago (Milano), the traveling restaurant ‘The Cube by Electrolux’;
the new Headquarters Salewa in Bolzano and the restyling of the Gioiaotto
building in Milano, actually on construction site. PARK ASSOCIATI is realizing
the concept of all newly opened Brioni boutiques worldwide. Previously the
studio developed other important retail projects: Gucci international stores,
the showroom and store of Salewa and the CP Company stores. Another important
retail project of the studio has been the concept of the european branches of
Credit Suisse. The projects of PARK ASSOCIATI have been showed in several
exhibitions and published in Italian and international magazines.
MICHAEL ANASTASSIADES
Michael Anastassiades launched
his studio in 1994 to explore contemporary notions of culture and aesthetics
through product, furniture and environmental design. Positioned between fine
art and design, his work aims to provoke dialogue, participation and
interaction. He creates objects that are minimal, utilitarian and almost
mundane yet full of a vitality one might not expect. Anastassiades' work is featured
in permanent collections at the Museum of Modern Art, New York, the V&A
Museum and Crafts Council, London and the MAK, Vienna. He has designed products
with leading manufacturers including FLOS, Puiforcat, Svenkst Tenn and Lobmeyr.
In 2007 he set up MICHAEL ANASTASSIADES the company to produce his signature
pieces, a collection of lighting, furniture, jewellery and tabletop objects.
WALLPAPER*
Truly international, consistently
intelligent and hugely influential, Wallpaper* is the world’s most important
design and style magazine. Wallpaper* has readers in 93 countries and
unparalleled success in reaching the design elite right across the globe. With
12 themed issues a year, a limited edition cover by a different artist or
designer each month, over 985,000 Twitter followers and a monthly iPad edition,
Wallpaper* has evolved from style bible to internationally recognised brand.
