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Seems like they born one after another. Milan Design Agenda weekly has been posted about different themed shops. From Fashion, to design and Luxury Furniture…Now Milan Design Agenda turns to the new Brioni’s flagship store designed by Anastassiades at via Gesú. Your Milan Shopping Guide just got updated!
Brioni’s latest store opening – a magnificent new Milanese flagship that sits in the luxury brand’s historical home in Via Gesù – which its inauguration took place in 21st of June with an installation created by Greek designer Michael Anastassiades in conjunction with Brioni creative director Brendan Mullane and Studio Park Associati of Milan. The three-level boutique is housed inside a historical palazzo, entirely renovated by Brioni, and stretches out over 1,200 square meters. It is the largest store to date and the first in Italy to feature the house’s new design concept.
At once contemporary and luxurious, sleek and airy, the project is characterized by a selected choice of prized materials in tonal shades of beiges, taupe and browns. Sanded glass, bronzed brass trimmings, “cannucciato” ribbed Bahia wood, Eramosa marble and Navona travertine floors, evocative of Brioni’s Roman roots, blend seamlessly, creating an elegant play of textures and luxurious matte-shiny finishes, studied down to the last detail.
The first floor is dedicated to the leisurewear range spanning denim, sneakers, sports jacket as well as the “sartorial” atelier. The second floor, dedicated to the formalwear and to the Su Misura service, also houses an expansive VIP room, complete with moody lighting dimmers, swathes of fabrics and tri-faced mirrors in the changing rooms. Six full-time tailors guarantee an impeccable and exclusive service, coddling the requests of the most exacting clients, whether its personalizing the ready-to-wear or fashioning a Su Misura outfit.
Guests visiting the new boutique can admire also the installation that refers to as “an archetype of a room.” An interior space formed by a cube, a table, two chairs and a light. Walls, ceiling, floor, table and chairs are all upholstered in a dark blue suit fabric.
On the occasion of the boutique opening, Brioni introduced a revolutionary digital system that offers the client a unique and unprecedented shopping experience. A cutting-edge service, the first in the luxurygoods world, that enables the client to personalize his wardrobe with an advanced technology.
“Brioni has elevated its craftsmanship to an entire new level in this collaboration with Michael Anastassiades,” says 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.”
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