Brioni Flagship Store, Rue Saint-Honoré

Situated in Rue Saint-Honoré, the Flagship Store marks the debut of the Store Concept developed in collaboration with the Italian menswear luxury House. Home to a number of upscale boutiques, the Rue Saint-Honoré is located in Paris 1st arrondissement, near the Jardin des Tuileries and the Saint-Honoré market, and extends into the Rue du Faubourg Saint-Honoré, the latter deriving its name from the Latin “fois burgem” (outside the city).

The Concept's references to Classic and to Modern Architecture are well evident. Architectural solutions adopted by Architects of the Modern Movement, such as Mies Van der Rohe, are inherent in both the details and the materials employed in the interior design.

The Store Concept is based on strong architectural elements featuring grey travertine, also known as the “lapis tiburtinus”, along with variously coloured marble columns, both materials making clear reference to ancient Rome – the brand’s hometown - and its temples.

The general approach to the Store Concept treads a fine line by adhering to a contemporary sense of employing classic materials of outstanding quality. The idea behind the Store display furnishing is that it should be both adaptable and flexible, positioned in such a way that the Store architecture can serve as a background to the products. The floor-to-ceiling gunmetal bars, which are slim and slender, aim to make the Store modifiable while simultaneously bestowing a sense of lightness and allowing the products to take centre stage.

The only partitioning is the metal meshing and timber paneling on the two levels linked by the staircase - solid and yet transparent elements giving a sense of perspective and enabling customers to see through.