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Brioni Debuts Its Flagship Store in Milan

With the new boutique, the Italian fashion brand unveils a new digital fitting service…

This summer, Brioni launched its largest store yet. Located in a renovated historical palazzo on the via Gesù in the center of Milan’s luxury retail area, the sleek three-level boutique covers more than 4,000 square feet and showcases the brand’s full range of men’s products, including sportswear, eyewear, footwear, and formal wear. As part of the brand’s growing effort to provide more bespoke and made-to-measure services in its offerings, the new boutique has a staff of six tailors who are available to measure customers and create made-to-measure suits as well as adjust any garments on-site. The stylish, airy ambience of the store’s interior reflects the contemporary spirit of the brand’s creative director, Brendan Mullane, who collaborated with the design firm Studio Park Associati of Milan. In keeping with the exceptional and diverse materials Mullane employs for the men’s clothing, he meticulously selected elegant and luxurious elements for the store, including floors of Eramosa marble and Navona travertine, Poltrona Frau armchairs, and Ruckstuhl rugs.

With the opening of the Milan store, Brioni launched a new technology that will give its discerning customers the opportunity to try numerous digitized looks in a matter of minutes without taking off their clothes. The Brioni Miror is a new tablet technology that projects high-definition looks onto a customer’s reflection in the mirror, allowing him to digitally “try on” countless clothing options. It shows different styles, colors, prints, and fabrics in various combinations. Additionally, the service, which is slated to arrive in phases this year in Brioni stores internationally, will give customers access to Brioni designs and fabrics from stores around the world. (+39.02.76390086, www.brioni.com)

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