Brioni opens New York flagship store as label’s relaunch continues

By

Lucile Deprez

Translated by
Nicola Mira

Published
Jan 2, 2017

Following the opening of a Paris boutique on rue Saint-Honoré, Brioni has unveiled a second store featuring its new retail concept at 688 Madison Avenue, in New York's Upper East Side.

According to Gianluca Flore, the Italian luxury label's General Manager, "this opening is crucial both for Brioni's worldwide strategy and for strengthening our connection with New York and the US market at large."

The interior design for the new, 460-m2 flagship store extending on two levels was commissioned to David Chipperfield Architects Milan, the studio which also worked on the new Parisian store. The design concept is of course the same, highlighting the building's original features, with a nod to Brioni's Roman roots in the choice of materials but with a contemporary touch.

Despite the departure of Creative Director Justin O'Shea last October, the Kering group's luxury menswear label is set on an expansion course, driven by the label's new brand identity.