The Store Scout | Brioni NYC Flagship
BRIONI OPENS ITS SECOND GLOBAL FLAGSHIP STORE IN NEW YORK CITY, WHICH FEATURES A NEW STORE CONCEPT BY DAVID CHIPPERFIELD
BY OBI ANYANWU
Brioni embarked on a new chapter in 2016 in an effort to maintain its standing in the luxury menswear market. With a 70-year history and legacy to uphold, the men’s luxury fashion house under Kering opened a new flagship store in New York City on 688 Madison Avenue in the Manhattan’s Upper East Side.
Brioni designed the new flagship in collaboration with David Chipperfield Architects, the British architecture company that developed the Brioni flagship store in Paris. The Rome-based fashion house tapped Chipperfield to redesign its stores and develop the Paris and New York City flagship locations as part of its new strategy.
The New York City flagship and the Paris retail location share Brioni’s new store concept that places importance on architecture over furnishings.
20th century Italian architects, architects of the Modern movement, and Roman architecture each served as inspiration for the flagship’s interior design, which features marble columns, a platform made of grey travertine and ambient ceiling light. A grey travertine staircase connects the flagship’s two floors that are both illuminated by natural light and both house the full Brioni product offering.
Founded in Rome in 1945, Brioni has the difficult task of upholding its legacy. Communicating your brand ethos is key in this game, and the new flagship store’s ability to tell a story with an enhanced shopping experience is a wise direction for the long term. Brioni has a great story to tell and highlighting and communicating its history and heritage for the modern era is the best way to stand out in the highly competitive market and remain a major player.
Architect | David Chipperfield Architects
688 Madison Avenue
New York, New York
Photos | Thaddeus Rombauer