Brioni unveils Milan flagship and Brioni Miror digital tool

Situated on Via Gesù in Milan, the new Brioni flagship is set to be inaugurated Saturday, on the opening day of Milan’s menswear fashion week. The three-storey, 1,200-square-meter boutique is located inside a renovated historical palazzo and features ‘Blue Hour’, a structural light installation by Greek artist Michael Anastassiades on display until July 12.

Creative Director Brendan Mullane and Studio Park Associati of Milan masterminded the design concept which includes tonal beiges, taupes and browns and sanded glass, brass, bahia wood, marble and travertine textures.

“By using Brioni’s excellent know-how and tradition, we have given a Su Misura experience to the concept and tailored a beautiful, almost second-skin suit to its realization. Creating a real one-of-a-kind installation filled with sensual darkness and radiant light,” said Mullane. 

Six full-time tailors will be on staff for a full made-to-measure experience, and the opening will also see the launch of the Brioni Miror, a new digital tool designed to help revolutionize the bespoke process. 

The project is being revealed in three stages. First the ‘virtual look’ options will be available now, and from next year, users will be able to build a virtual multi-purpose wardrobe. By 2017 Brioni clients should be able to look in a digital ‘mirror’ and see themselves wearing custom Brioni garments with the fabrics and patterns rendered in HD.

“This project develops the bond between Brioni’s sartorial techniques and avant-garde technology in a revolutionary manner,” explained Brioni CEO Francesco Pescie. 

Appearing in the brand’s Milan and Rome boutiques, followed by a worldwide roll-out in directly-operated stores by 2015, the system is designed to overcome geographical barriers, physical limits and time restrictions. With over 1500 fabrics and up to 8 million styling combinations, the client can pop into any Brioni boutique to continue their bespoke fitting process.