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意大利设计事务所Park Associati最近完成了Brioni的米兰旗舰店与法兰克福旗舰店。新设计让这家豪华男装成衣店在这两个城市中以现代而优雅，
低调而奢华的姿态迎接前来贵客。

Brioni Flagship Store Milan

Brioni米兰旗舰店

Brioni米兰旗舰店分布在米兰时装四边形圣地区域内，占据一栋四层老楼的其中三层，面积达到700平方米。这里过去是Brioni品牌的裁缝车间和办公室。新的设计在尊重原来房间划分的前提下以现代优雅的风格植入精选材料，定制家具，并把设计延续到内庭院中，围绕内庭院流淌阳光的各个窗户将自然光引入室内。鞋类和正装放置在一层，二层是定制室与贵宾室。从休息区到售卖区，每一个家具和配件都是为项目量身订作，就连木质天花板上的吊灯也不例外。体现出精良的制造工艺气氛与尊贵感。

The Flagship Store in Milan that opened recently is currently Brioni’s largest space in the world in terms of sheer size (700 m² set over three floors). The store is accommodated in a four-storey building in Via Gesù 4, within the boundaries of the famous quadrilateral of Milan fashion. In this case, 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 Park Associati has 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 display windows for the various products face onto the courtyard at different heights. The entire store is constructed around interaction with the courtyard and inflowing sunlight. The spaces are all fitted with windows to recreate the setting of a luxury tailor’s shop bursting with natural light and looking onto the neighbouring streets.

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’s business operations. The second floor, on the other hand, is devoted to tailor-made products and a private VIP room, with the concept of elegance and exclusiveness characterising the brand emphasised through the presence of a lounge area, whose furnishing and fittings are all custom-designed. The wooden ceiling is enhanced by a set of lamps made of custom-designed ribbed glass. The atmosphere feels even more exclusive due to the windows, which, although fitting in with those in the store area, focus on the craftsmanship of their manufacture.

Client: Brioni Spa
Project: Park Associati (Filippo Pagliani, Michele Rossi)

Gruppo di progettazione:
Alice Cuteri (project leader interior design)
Elisa Taddei (project leader architecture)
Alexia Caccavella, Leonardo Porciani, Davide Viganò, Fabio Calciati (Rendering)

Lighting Design:
Methis Lighting, Milano
Marinella Patetta
Daniela Tava

Project Management
Studio P+P, Milano
Ermanno Previdi
Stefano D’amelio
Elena Gelmetti
Gabriele Fiore

Millworker:Status Contract, Nova Milanese (MB)
Contractor:Sercos, Martinengo (BG)
Photography:Andrea Martiradonna
Main suppliers
Ceiling Lighting:     Flos, Milano
      Archilux, Pietrasanta
Spaces Lighting:    Light Contract, Brescia
      Archilux, Pietrasanta
Carpets:     Ruckstuhl Tappeti e Moquettes, Milano
Travertino interior and courtyard
floor:      Marmi Vrech, Cervignano del Friuli (Udine)
Furniture:     Poltrona Frau, Milano
      Driade, Milano
      Oluce, Milano
Props:      New Crazy Colors Italia, Monza

Brioni Flagship Store Frankfurt
Brioni法兰克福旗舰店

Brioni法兰克福旗舰店占据两层楼供320平方米。首层部分空间层高为双层高，这里主要安排了皮革配件与休闲室。货品架高度直达两层，就像是一道装满宝物的高墙。折转的楼梯带领顾客上到二层。二层主要有鞋区，正装区和贵宾室。同米兰旗舰店，法兰克福旗舰店风格现代，优雅，材料精挑细选，工艺精湛，注重细节，风格低调奢华。

Brioni希望将专卖店开到世界各地，目前美国和新加坡，澳门等地已有。未来将在香港，北京，罗马，苏黎世等各地开设门店。

The new flagship store of Brioni has opened in Frankfurt.
The men’s high fashion Italian brand, of group Kering , has entrusted to Park Associati the implementation of the new concept for the interior design of the international boutiques of which the store in Frankfurt is currently the most extensive example of square footage in the world ( 320 sqm. On two floors) .

The distribution of the various product areas expressed in this space the classical division , designed by Park Associati to maximize the brand’s products , and correspond to the expectations of the customer to welcome the customer in an elegant and linear space, in which the materials enhance their classic taste of a brand that was born in the city of Rome , the heart of European classicism .

The space on the ground floor , double height , houses the rooms dedicated to accessories and leather accessories as well as the leisure. The large piece of furniture for the display of accessories occupies the wall that separates the entrance from the staircase leading to the upper floor, growing to full height .

Particular importance has been given to the design of the stair : real architectural element that characterizes this store. Breaking the geometric
linearity of the space , the stair grows developing itself around acute angle between the ramps.

Upstairs, the rooms are dedicated to footwear, formalwear and taylormade and to the VIP Room area.

In the VIP Room , the concept of elegance and exclusivity that characterizes the brand is emphasized by the presence of a lounge area fitted out with unique furniture aimed to the Su Misura. A large closet opens up to show all finishes and fabrics used for customizing clothes . The wooden ceiling is decorated with a series of glass lamps on ribbed design . The atmosphere is made even more exclusive by finishing that, even in continuity with the shop area , emphasize the craftsmanship of the work .

The new Brioni Concept Store worldwide, designed by Park Associati in collaboration with the creative director of Brioni , Brendan Mullane, declines the classic masculine elegance of the brand through a language , taking inspiration from the great masters of Italian design as Franco Albini , Gio Ponti, Carlo Scarpa Carlo Mollino , combines formal elegance and modernity.

It ‘ was deliberately chosen to use fewer materials , with careful attention to detail in order to communicate a discreet luxury and precious.

Park Associati realized the concept of all newly opened Brioni boutiques worldwide.
The shop in Frankfurt joins the stores already opened in New York and Palm Beach in the U.S.; Singapore , Bangkok and Macau in Asia and Europe
in Courchevel .

Opening soon are the boutiques in Santo Domingo, St. Marteen , Sochi , Hong Kong , Beijing , Seoul, Moscow , Krasnodar , Lima , Jeddah , Johannesburg , Dallas and, in Europe , Milan, Rome , Hamburg , Berlin, Monaco and Zurich.

Project: Park Associati (Filippo Pagliani, Michele Rossi)
Design Team: Davide Viganò (project architect), Alice Cuteri, Giacomo Geroldi,
Fabio Calciati (rendering)
Location: Alte Rothofstrasse 9, Frankfurt
Area: 320 mq
Lighting Design: Methis Lighting, Milano
Photography: Andrea Martiradonna
Local Architect: Househam Henderson Architects, Francoforte
Millworker: Battaglia Contract Srl, Misinto (MB)
General Contractor: Ganter Interior, Waldkirch

Main Suppliers:
Ceiling lighting:      Flos, Milano
      Archilux, Pietrasanta
Spaces lighting:     Light Contract, Brescia
      Archilux, Pietrasanta
Carpets:     Ruckstuhl Tappeti e Moquettes, Milano
Travertino floor:     Sacerdote Marmi, Carrara
Furnishings:     Poltrona Frau, Milano
      Driade, Milano
      Oluce, Milano
Props:      New Crazy Colors Italia, Monza

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