Founded in 1945, Italian men’s tailoring brand Brioni has a storied past, and introduced a number of firsts to the global realm of men’s fashion. Brioni operates in the top segment of menswear, and it didn’t really come as a surprise that it was acquired by luxury conglomerate Kering in 2012.

The new ownership marked the kick-off of a new rock ‘n roll-infused creative trajectory and image, initially with the appointment of Australian Justin O’Shea as creative director earlier this year, and now followed by the renewal of the Brioni flagship stores to signal the transformation. The company’s boutique in Paris is the first retail space to feature the new design codes as laid down by David Chipperfield Architects.

At 590 sqm. [6,351 sq.ft.] spread over two floors, it’s one of the biggest stores on Rue St.-Honoré, and now features an interior that befits the palatial dimensions. The new design presents an open and uncluttered space clad in grey travertine that’s offset by contrasting pillars in green marble, dark-hued furniture, and sleek floor-to-ceiling shelving, while a meandering mesh partition adds a slight industrial touch to the setting.

Adding up to the distinct contemporary feel is a sophisticated lighting system that backs up the natural light flooding in through the ground floor windows. A giant staircase leads downstairs to the basement section where a salon for bespoke orders is situated. The renewed Brioni store carries the brand’s full range of men’s apparel , accessories, shoes and bags.

Photo credit: Kristen Pelou

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