Brioni stores to be redesigned by David Chipperfield

The relaunch of Brioni will go through its stores’ make-over, an essential element to advertise the evolution of its image. The Italian menswear label belonging to the Kering group is going through a major overhaul. It recently hired Justin O'Shea as Creative Director and has now retained the services of British star architect David Chipperfield, who has already worked for luxury labels such as Valentino.

"Brioni has recently commissioned the design and concept of its new stores to David Chipperfield Architects," the fashion label announced in a press release. The new design will be unveiled in Paris in July, at the brand's new venue in the French capital.

Brioni has in fact moved from 35 Avenue Georges V to a 450 m² premises at 370 rue Saint-Honoré. Also in Paris, and also in July, Brioni will present its first collection by Justin O'Shea at a special show during the haute couture week. The collection will go on sale the day after the show, according to the 'see now, buy now' principle.

Nothing has yet been disclosed about David Chipperfield's new store design, which will also be featured at Brioni's New York flagship store. The latter too will be changing locations, moving from 57th Street up to 62nd Street and Madison Avenue. The inauguration is planned for the second half of 2016.

"This partnership is an essential stage in the implementation of Brioni's new strategy. This new store concept will once more highlight our desire to offer our customers an exceptional shopping experience," stated Gianluca Flore, Brioni's President.

"David has managed to create a design which showcases Brioni's worth perfectly, while also giving it a contemporary dimension," he concluded.

Brioni stores to be redesigned by David Chipperfield

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