Brioni debuts new retail store design in Paris

Justin O’Shea, Brioni‘s creative director and architect David Chipperfield unveiled this week a new retail design concept at the store of the brand in Paris on rue Saint-Honoré. The new design mixes the “idea of luxury and simplicity, artisanal and industrial spirits, tradition and vision of the future”.

Brioni’s store in Paris which covers a space of 590 square metres on two levels plays on the lightness of metallic elements, such as shelves and screens which appear almost transparent.

In sophisticated elegance, the outfit gives off a slightly cold, minimalist impression, witnessed in the travertine concrete used for flooring and the walls. The stone, known to Roman palaces, tells of the origins of the house.

The finishing touches include velvet couches and vintage wooden tables, which can be now seen in all boutiques.

Brioni, which is owned by French luxury group Kering, is currently undergoing a major repositioning strategy.