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September 17, 2013

Brioni’s New Store Concept Hits Singapore

By Chris Boyle

Brioni inaugurated its brand new store concept with the opening of the brand’s first ever boutique in Singapore.

The result of a collaboration between Creative Director Brendan Mullane and Studio Park Associati of Milan, the new blueprint melds the masculine character of a gentleman’s club with the elegance of a private “Dressing Room.”

The architecture is both traditional and contemporary, defined by prized materials – glass surfaces and bronzed brass, Eramosa marble, Bahia wood with shiny brass inserts.

The floor plan is divided in separate selling areas spanning formalwear, leisurewear and an exclusive VIP room with an area dedicated to the Su Misura service – a researched lounge featuring a large closet carrying the selection of fabrics and finishings available to customize each garment.

The accessories area spotlights the quality of the collections. Footwear and small leathergoods are displayed in exclusive showcases made from travertine, bronzed glass and brass.

Spanning over 160 square metres inside the The Shoppes at Marina Bay Sands, the new boutique unveils Brioni’s latest architectural exercise.

Creative Director Brendan Mullane said: “The new Brioni store concept was conceived as a private space – an exclusive closet filled with all that one can desire. Brioni’s Italian heritage is constantly referenced and channeled through highlight Italian design pieces such as the special Poltrona Frau chairs by Giò Ponti made exclusively for Brioni.”

“We are extremely proud to present the new Brioni concept, a place created to welcome a contemporary gentleman,” said Chief Executive Officer Francesco Pesci. “The opening of the boutique in Singapore further strengthens the brand’s presence in this market.”

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