david chipperfield creates new concept clothing store for brioni in paris

david chipperfield architects milan has collaborated with luxury clothing brand brioni to develop a new conceptual language for their flagship store in paris. the 590 square meter space — located at 370 rue saint-honoré — marks an important step in the development of the retailers network expansion. the interior aims to combine and convey different ideas including craftsmanship, tradition, and a progressive vision for the future.

the interior for brioni aims to relay the themes of craftsmanship, industrialization, and tradition

the challenge of the store was to offer a different way of interpreting men’s clothing and, in parallel, introduce a new way of men’s shopping by creating a ‘gallery of clothes’. a neutral backdrop was proposed by david chipperfield architects milan in order to achieve this exhibitive display. structural elements made of grey travertine — also known as ‘lapis tiburtinus’ — were chosen, establishing a clear reference to ancient rome. these traditional features aim to serve as a memory, but also a distinguishing mark of the brand who state to have ‘one foot in the past and one foot in the future’.

structural elements made of grey travertine were chosen for the store

david chipperfield architects milan wished to generate two feelings: a sense of openness with natural light coming in through windows on the ground floor, and a contrasting feeling of enclosure at basement level. the two storeys are linked through a giant stage-like staircase that allows the basement to be perceived from ground level, enhancing the sense of spatial continuity between the two.  
the challenge of the store was to offer a different way of interpreting men’s clothing

the 590 square meter space is located at 370 rue saint-honoré in paris

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