Brioni has tapped David Chipperfield Architects to design and develop a new retail concept.

The new design will be showcased first this July when the Rome-based luxury men’s brand relocates its Paris flagship to a 4,843-square-foot store at 370 Rue Saint-Honoré.

The same concept will be used for the brand’s New York flagship currently under construction on Madison Avenue. That store is expected to open sometime in the second half of this year.

Chipperfield said he hopes the new concept will combine the brand’s heritage “with a vision for the future in the redesign of the store concept.”

The company did not release a sketch or provide any details on the new design.

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