Milano_Via Gesù 2/a
Committente-Client: Brioni Retail Italia S.r.l
The Milan Flagship store is currently the largest globally (700 square metres over three floors). The store is housed in a four floor building at number 4 of Via Gesù, a few steps away from Via Montenapoleone, within the famous Milan fashion district. The building, previously the traditional headquarters of the Brioni tailor laboratory and offices has undergone a radical transformation. In this space, the distribution of the various merchandise areas is expressed as a classical layout, designed by Park Associates, to maximize the value of the brand’s products. This also reflects the Client’s desire to welcome their clientele in an elegant and linear environment, in which the materials exalt the classic style of a brand originating from the city of Rome, the heart of European classicism.
The ground floor of the store was conceived in continuity with the building’s courtyard: a secret and surprising element echoing the Milanese architectural tradition. The product display windows overlook the courtyard, featuring merchandise hanging at different heights. The whole store, unlike what usually occurs in fashion shops, is nurtured by this bond with the courtyard and interacts with sunlight. All spaces feature glazing to recreate an haute couture ambience, bathed in natural light and allowing glimpses of the city streets.
Particular importance was given to the design of the staircase: rendering it an architectural element in its own right, defining this store. The first floor hosts the areas dedicated to footwear, leisure wear and formal wear. On this floor, a large tailor shop acts as indispensable support to the store’s activities. By contrast, the second floor is dedicated to the tailor-made sector and the private VIP room area. In the VIP Room, the concept of elegance and exclusivity that characterizes the brand is emphasized thanks to the presence of a lounge area set out with furnishings and equipment finalized towards the Made-to-Measure concept. A large wardrobe opens to reveal the range of fabrics and trims that can be used to personalize the garments.
The wooden ceiling is enriched by a series of ribbed lamps made by design. The whole atmosphere is rendered even more exclusive by finishes which although match the general style of the store, highlight craftsmanship in the detailing.
TIMING FOR COMPLETION:
START OF WORKS: September 2013
END OF WORKS: April 2014
CONTRACT VALUE CONTRACT: € 2,250,000.00
ADDITIONAL AMOUNT OF WORKS AND HOUSING: 0,00 €
TOTAL AMOUNT OF WORKS: € 2,250,000.00
TOTAL AREA OF INTERVENTION: 700 MQ