Persol concept store

David Chipperfield ArchitectsMilan, Italy2019

The Milan store for the Italian eyewear brand is the company’s first concept store in Europe. It is located at via Fiori Chiari 16 in the Brera district, an area renowned for its cobbled streets and courtyards as well as its arts and cultural scene. The concept store reflects the brand’s values of authenticity and contemporaneity as well as its long history, setting up a series of dualities that reflect these characteristics: craftsmanship and industrialisation; rough and smooth, continuous and discontinuous, past and present.

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