Brioni opens its new flagship store in Milan

The new Brioni store in Milan's top fashion district is a symphony of sophistication

 On Via del Gesù, close to Via Montenapoleone, Brioni's new flagship store is on three floors, replete in plate glass, bronze, dark ribbed wood panelling, marble and travertine. It provides a warm palette of beiges and browns against which the superbly-tailored Brioni products are displayed to perfection. Highlights of the décor include the Lampsi ceiling lamp, designed by Studio Park, the architecture studio that masterminded the refurbishment along with Creative Director Brendan Mullane, with other historic design pieces such as the Mollina chair and Ruckstuhl rugs.

It is a very large space, with floors that look onto a central courtyard which provides natural lighting inside.

On the ground floor, accessories; on the first floor, leisurewear, with denim, sneakers and sports jackets, and the "sartorial" atelier. On the second floor, formalwear and the Su Misura (made-to-measure) service, with six full-time tailors who can make a Su Misura outfit or modify a pret-à-porter garment.

Though the store looks and feels traditional, Brioni are looking into the future with the "Mirror" digital system, currently under development and due to reach complete functionality in 2017. When complete, a client will be able to look at himself in the virtual mirror, and see what he looks like in the huge range of fabrics, colours and patterns that are available for each garment. Narrowing down the selection thus becomes a quicker process, and provides the opportunity to make the best selection from the 1,500 Brioni fabrics and the 8 million styling combinations available. Brioni CEO Francesco Pesci said, "This project develops the bond between Brioni's sartorial techniques and avant-garde technology, enabling the brand to reinforce its position as a pioneer of innovation in the luxury goods sector."