"Brioni Flagship Store, Milano"
Designer(s): Park Associati (Filippo Pagliani, Michele Rossi), Italy
Category: Interior Design, Professional
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The store is accommodated in a four-storey building within the boundaries of the famous quadrilateral of Milan fashion. Park Associati was responsible for modernising the building, which used to be the famous old home of Brioni’s tailoring shop and offices in Milan. The layout of the various goods areas respects the old-fashioned division of space, which has been carefully redesigned to enhance the brand’s products to the maximum and cater for the client’s desire to welcome customers into an elegant, linear setting. The ground floor space is designed to be a seamless continuation of the building’s internal courtyard: a secret and surprising place characteristic of traditional Milanese architecture. The various sections devoted to footwear, leisurewear formalwear are located on the first floor. A large tailor’s workshop on this floor provides vital support for the shop operations. The second floor, is devoted to tailor-made products and a private VIP Room.
About the Designer/Company
The primary aim and goal of PARK ASSOCIATI, the architecture firm set up by Filippo Pagliani and Michele Rossi in 2000, is to constantly move beyond the compositional and typological bounds of architecture; its projects draw on the kind of free and open exchange of ideas characterising the work carried out by its partners and collaborators; they are based on stylistic-compositional input coming from context, technological research and a combination of materials and methods; they are structured around the handling of design complexity and always focus special attention on the issues of sustainability and energy saving. Featuring a constantly changing yet highly distinctive stylistic approach, PARK’s works are aimed at constantly moving beyond the compositional and typological bounds of architecture: by experimenting with different building scales and different realms of design, they challenge building conventions and stand out on the Italian and international cultural scene for their formal, technological and functional innovation.
Examples of these projects are the Nestlé Headquarters in Assago, the restructuring of the “Serenissima” or “Gioiaotto”, “The Cube by Electrolux” travelling restaurant, Salewa Headquarters in Bolzano and the latest international stores for Brioni fashion company, all projects that have helped build the firm’s reputation and are frequently published in specialist magazines and invited to take part in leading national-international architecture exhibitions.